Those of us of a certain age will no doubt recall the Christmas shopping catalogue. These weighty tomes would be the starting point for many a Christmas wish list.
They are, says the Los Angeles Times, making a comeback. I'm not surprised.
Print is enjoying a resurgence. Businesses looking to cut through the online clutter have realised that print carries weight.
Sales catalogues are being used to complement online channels, to strengthen relationships and, importantly, to differentiate their brand.
And it is not just retail where this works. B2B and particularly professional services firms have realised that well written, well designed print works. Not perhaps a sale catalogue, but with content that gets to the heart of a brand.
However, use sparingly. Not just because it is expensive, but because you want it to truly stand out from that clutter.
In an era of explosive growth for online buying, retailers and shoppers are showing renewed interest in a humble purchasing device that uses paper instead of pixels. For the first time since 2011, Sears Holdings sent out the Sears Wish Book, a holiday tradition for generations of children. Although this year’s catalog has the heft of a magazine rather than the phone-book size that the department store produced back when it was a retail juggernaut, the offerings are more extensive and searchable online.
http://beta.latimes.com/business/la-fi-catalogs-return-20171123-story.html
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