21/07/2022
" This finding leads us to believe that the audience for catalogs is growing, even as the pandemic subsides. The emerging remote/hybrid work culture and consumers’ increased screen time will make analog experiences such as catalogs increasingly appealing and effective.
We found that the ROI of catalog marketing on physical-prone customers is 60% higher than e-commerce-prone customers. These results make intuitive sense — store customers have a higher preference for haptic and sensory experiences, and catalogs provide an extension of these experiences.
Results show that while both designs are effective compared to not receiving the catalogs, designs with photos and narratives are 40% more effective in sales and customer engagement than designs with only photos and product names.
Results show that catalogs featuring hedonic products have 120% higher marketing ROI than utilitarian products, consistent with psychological theories. Higher-priced products also achieved 50% higher marketing ROI compared to lower-priced products. The finding that catalog’s effectiveness is product-type dependent can help explain why while many hedonic and experiential brands such as Birchbox and Lego are implementing catalog strategies, many traditional utilitarian brands such as Ikea have discontinued them. "
Whether or not you should pursue a catalog strategy is a question that deserves significant thought. As digital marketing becomes more complex, it may make a lot of sense to send out correctly designed catalogs to the right customers. For e-commerce retailers without physical stores, catalogs can ef...