You’ve planned the photoshoot down to the tiniest detail. You’ve carefully selected the merchandise. You’ve agonized over the creative concepts. Every email, every landing page, every catalog page looks better than ever! But what if I told you that each of these could work even harder. When you combine data insights with creative, the whole becomes greater than the sum of the parts. Here are a few ideas for making smart, data-driven decisions to inform creative: https://www.jschmid.com/blog/breakthrough-creative-get-creative-with-data/
When was the last time you truly enjoyed scrolling through page after page of search results on Amazon? Settling into your favorite chair to just explore and see what comes next?
If you’re like most consumers, probably never, really. Search for products online is more like a task-oriented scavenger hunt to find the thing that best matches your keywords, “lost in the noise of digital advertising.” A catalog, on the other hand, is a journey in itself, an inspiring experience that opens up new ideas in a tactile way that our brains relish.
Recent news from IKEA that they are doing away with their catalog after 70 years is going to break a lot of hearts; they were a prime example of catalogers who “get it” and turned paper and ink into a journey of possibilities. (And their wickedly good catalog marketing campaigns ensured robust buzz about it.)
It’s a mistake, no doubt. Given the resurgence of catalogs during the pandemic lockdowns, marketers have no doubt that catalogs serve a critical function in the retail and e-commerce experience. much more at: https://freeportpress.com/the-experience-of-the-catalog-is-what-makes-it-work-so-well/