The world of print has been slowly declining in popularity since the digital age erupted. After the recession in 2008, many retailers dropped print catalogs from their budgets due to the major rise in online sales. The years following saw a continuous decline, with 2012 recording the lowest number of mailings since 2001. However, in the current landscape of multichannel marketing, it is the perfect time to bring them back.
Why Print Catalogs?
Consumers today want information delivered to them when and where they desire. They want a variety of channels; they want choices. With multichannel marketing, retailers may offer information in an abundance of ways. By offering choices, including access to a print catalog, companies show potential customers that they are prepared to adapt to their dynamic wants and needs.
Print catalogs also help marketers fulfill their goals more efficiently. Advanced technology allows for focused customer targeting and effortless tracking. Databases hold vast information on specific customer demographics, making it simple to get catalogs into the hands of the right people at the right time. While the overall effect of certain marketing efforts may be difficult to pin down, print catalogs are straightforward in their results and much easier to track.
Companies can use print catalogs as a means to differentiate their brand and deliver high quality content to target markets. As the digital world grows, brands begin to lose the individual characteristics that make them unique. Print catalogs allow retailers to convey their brand image and personality, and create long-term customer relationships.
The future of retail is all about optimal brand experience. Each channel must support the other in the multichannel marketing dynamic in order for businesses to stay ahead. Admirable retailers will integrate print catalogs with other channels, such as social media, eCommerce, email marketing, etc. in order to create a seamless, personalized, and memorable encounter for each individual customer. Print catalogs are coming back in style, as they continue to add unparalleled value in the overall dynamic of the marketing experience.