CATALOGUES ARE MAKING A COMEBACK
“Major retailers like Amazon and J.Crew are reintroducing or reinventing print catalogues, leveraging nostalgia and the tangible appeal of physical media to enhance customer engagement and drive sales.” Hannah Rosenberger, Data Analytics Editor, ASI Canada, The Triumphant Return of Physical Catalogs
Here's why.
Amazon kicked off its new line of catalogues sent to letterboxes in August 2024 to get a head start on Christmas sales. US retail giant J.Crew relaunched their widely popular mailed catalogues a month later. Both companies cite a surge in nostalgia and a widespread longing for simpler, pre-digital days as the catalyst for this part of their marketing strategy.
J.Crew has run with the theme by shooting all the photography on film and using images of their clothes in the same the style their previous iconic catalogues used. Their intention is they become collectibles.
“We’re getting back to quality and integrity and design,” Libby Wadle, CEO, J.Crew Group.
Triggering a fond memory in your marketing products creates a positive connection to your brand. Analytics firm Sprout Social found “Investing in relationships with consumers directly impacts business revenue and strengthens customer loyalty.
“When customers feel connected to brands, more than half of consumers (57%) will increase their spending with that brand and 76% will buy from them over a competitor.”
Here in Australia, the billion-dollar ASX-listed IVE Group reports major retailers including Harvey Norman and Bunnings are once again printing catalogues and Coles has recommenced distributing their instore catalogues to letterboxes.
“We have done a lot of qualitative and quantitative research and have a lot of data available to us to prove the value of catalogues”, said Matt Aitken. Managing Director at IVE Group.
“It has been really well received by retailers and we have seen retailers – specifically Harvey Norman, Coles and Bunnings entering back into that channel and [it’s] working well for them at this stage.
“We are continuing to have great conversations with retailers about the power of catalogues.”
Nothing touches like paper.
"Their real power is how they increase the vividness of a product by enhancing consumer’s ability to visualise and imagine product usage experiences.
"Vividness is highly influential in consumer behaviour as it can increase consumer involvement and joy in the purchasing process." Jonathan Z. Zhang, Harvard Business Review, Why Catalogs Are Making a Comeback.
The feel of paper, the luxury of taking a little time out of the day to read, sets all print marketing ahead in customer response and retention rates. Paper’s tactile qualities evoke a natural warmth that causes the same physical and emotional responses as direct personal contact.
Give your hard to reach, time poor customers
a well-produced catalogue to read.
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