Yesterday, the Cabela’s Turkey Catalog hit my mailbox at home. It couldn’t have come at a better time as it’s cold outside and I’ve been thinking about the upcoming Spring season all week. Maybe Cabela’s knew that.
Every day, we get at least one other catalog at home from fine stores everywhere…the ones my wife shops with.
A few days ago, I read an article in the Wall Street Journal about how J.C. Penney’s was coming back out with their catalog, albeit in a smaller size.
What’s going on here? Wasn’t the Internet supposed to replace catalogs, brochures and anything printed? Maybe, but it hasn’t happened. Buyers are still scouring the pages of their favorite retail catalogs looking for the newest products, the latest trends, the best values and more. They’re reading in bed, in their EZ chair and yes, on the throne. And, they’re keeping that catalog for a long time and maybe even passing it around.
You see, the Internet hasn’t replaced the catalog. Instead, it’s made it even more important for many. Sure, buyers are looking around all over the web for everything and they’re buying online in ever-increasing numbers. But they’re looking through their catalogs too. Research has proven it and that’s why Penney’s is jumping back in the printed game.
Are you still using catalogs in your marketing program? If so, give yourself a pat on the back and vow to make it even better and more productive. If you’re not, reconsider adding it back in. I know it’s expensive, which may be the reason you dropped it. But if it brings more buyers to your website while enhancing your brand and telling your story, isn’t it worth it? Only you can decide.