Print Catalogs A.K.A. CataMags

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It may be hard to imagine, in today’s digital world, that print catalogs still exist. Well, believe it or not, some of the biggest names in retail are using what we call a CataMag to market their products. Some of these big-name brands are e-commerce retailers and others have physical stores. Both types of businesses have zoned in on the fact reimagining a catalog by blending product information with interesting narrative provides a sensory experience that consumers are longing for.

For businesses looking to get into the CataMag game, you’ll be joining the likes of retailers such as Costco, Amazon, Wayfair, Sam’s Club, Yeti, Williams-Sonoma and Neiman Marcus. Some of these marketing giants have created brilliant publications that not only highlight featured products but also entertain and engage readers with stories depicting a lifestyle that consumers want to be a part of. These brands are building entire loyal communities who use their products and want to live their culture.

A recent study conducted by Colorado State University showed significant increases in purchases when catalogs were distributed to customers of an e-commerce retailer as well as customers of a brick-and-mortar retailer who typically made over 50% of their purchases in-store. In both cases, customers welcomed the print publications. The e-commerce customers enjoyed being taken away from their screens and the in-store shopping customers felt that the printed pieces gave them a sensory experience similar to when they shopped in a physical store.

Further results of the study revealed that publications incorporating designs with photos and narrative are 40% more effective in sales and customer engagement than those with only photos and product names like traditional catalogs.* An advantage to creating a CataMag is its longevity. Digital messaging can overwhelm consumers with countless ads flashing across their screens all day long. A CataMag can be felt and touched and revisited at a viewer's leisure. The Colorado State University study showed that consumers often kept old-school catalogs on-hand for up to six days but the CataMag-style publications including editorial articles stayed in homes for 12 days, as readers wanted to spend more time really immersing in the content.*

As brands and retailers continue to compete for the attention of their target audience and retain and deepen the loyalty of their existing audience, a CataMag is a multi-purpose enhancement to an effective marketing program. Fostering long-lasting relationships is critical to becoming a consumer’s go-to brand. For a business that hasn’t thought about creating a CataMag, look at all the big players who are already in the game and consider how it can really set a brand apart.