Over the last several years, we’ve seen catalogs come and go. And we’ve seen many retailers jump into the game, spend a LOT of money (we’re talking tens of millions of dollars) and then abandon the model after a couple of seasons. This literally breaks my heart and makes me want to scream! Why does this happen? Here is my very quick opinion. These brands have a combination of the following:
1.A flawed merchandise concept that is not unique, delivered with out-of-date benefits or sent to an audience the brand knows nothing about.
2.Bad math that doesn’t take into account mail efficiencies, an understanding of their own database, mailing to bad names at the wrong time or how the catalog model fits into a cross-channel world.
3.A lack of understanding of how to create a landscape of words and imagery that truly sell off the page and drive activity to either a website or store.
I could go on, but those seem to be the top three. And, that’s all I’m going to say about it because I’d prefer to focus on WHY catalogs still work in this crazy, omni-channel world where new and shiny marketing tactics pop up every month.
read more at: https://www.jschmid.com/blog/5-reasons-catalogs-work/