In spite of prevalent talk about the demise of traditional paper catalogues, they still seem to remain strong in the office products industry.
The emergence of e-commerce was foreshadowed as the death of printed marketing materials, however, research from European vendor Hamelin revealed that they remain to be a significant tool for buyers of office stationery.
According to the research conducted by Hamelin, more than 55% of those surveyed still use catalogues as a starting point, irrespective of whether they purchase online or via the mobile phone. Unexpectedly, when attempting to find the latest products, just as many used an internet search engine (32%) as those flicking through the pages of a catalogue.
Hamelin said sellers who proceed to produce and improve their catalogues may have a relative competitive advantage in the marketplace. Nevertheless, it was worth mentioning that developing a powerful online platform was still important since 33% of buyers conducted the entire purchasing process online.
Outside of the office products industry, the research cited the likes of Argos and IKEA, enterprises that continue to use printed materials as an essential part of their marketing strategies.
Argos continues to print over 20 million catalogue brochures each year, regardless of a focus on digital development. This was due to the demand for traditional retail elements favored by consumers.
However, one change in behavior Hamelin’s study highlighted regarded promotions and offers. 70% of participants said email was their primary source of information regarding current discounts and deals.
Post time: Dec-20-2017