A catalog is an integral part of any retailer’s marketing efforts. It allows you to showcase your current product mix to your customers in a cohesive way, and often comes with the nostalgia of flipping through the pages of latest deals. In a fast-paced digital world, though, consumers are changing the way that they shop while the cost of printing continues to skyrocket.
Although traditional may still reach a part of your audience, they can only be delivered to a limited audience and often require a large print order. These print catalogs are then distributed to a wide audience who may not actually be interested in buying, and you’ll end up with people who skim a page or two, and then forget it in their desk drawer.
Enter the hero: Interactive digital catalogs.
These catalogs mimic a similar look and feel, but are far cheaper to create and distribute, more accessible to potential buyers, and allow you to create a truly interactive, personalized shopping experience. According to Frost & Sullivan, 69% of businesses plan to stop printing their catalogs within the next five years, replacing them with online catalogs instead.
Keep reading for 5 actionable ways that you can incorporate interactive digital catalogs into your retail experience and crank your marketing game up a notch.
1. Don’t just sell a product. Sell a story.
Let’s face it, not only are print catalogs costly, but they severely limit the experience that your customers can have. They display static images and descriptions that can’t be changed, which doesn’t allow you to adapt quickly to changing needs and social trends. On the other hand, interactive digital catalogs leverage multi-media elements, including videos, animations, and 360-degree product angles to captivate your audience and boost interest in your products.
Look beyond the products that you’re selling, and use digital catalogs to weave a story. Take advantage of digital elements to highlight specific features, incorporate your brand values, and foster an emotional connection. This leaves a much more lasting impression every time you engage with your customers.
2. Create a seamless experience from start to finish.
When you integrate e-commerce functions right into your interactive catalog, it makes the buying process much more seamless. Customers can easily add products to their cart, make safe transactions, and finish their purchases right there, without bouncing to another website. This seamless shopping experience takes away the hassle and boosts conversion rates, letting you make the most of impulse buys and time-sensitive deals. It’s a win-win for everyone!
3. It’s all about the data.
Dive deep into valuable data points about what makes your customers tick. Is it back-to-school season for their young children? Are they tackling their holiday shopping list? Understanding your audience better will take your retail strategy to a whole new level, allowing you to deliver personalized offers instead of advertising to the masses. It’s all about turning casual browsers into happy buyers, right?
You’ll also be able to monitor customer interactions, dwell times, highlight popular and remove unpopular products, and use these insights to understand overall preferences and patterns amongst your consumers. You can further segment this data by season, geography, age, and so much more – allowing you to continuously fine-tune your offerings based on real-time feedback.
4. Create an omni-channel presence.
Integrate your digital catalogs with various marketing channels to increase your brand awareness and conduct further A/B testing into what is resonating well with your audience; this could include newsletters, mobile apps, social media platforms, and ongoing email campaigns. You can easily re-share your catalog and customers can access it on the fly, using their desktop or mobile devices, rather than digging for your print version somewhere in their desk drawer. This needs to be an integral part of your retail strategy, according to Mobile Usage Statistics for Ecommerce, as 42% of emails are now opened on a mobile device and 70% of people access Facebook using their phones.
5. Save money and save the planet.
Let’s talk sustainability. Digital catalogs are a great approach to significantly reduce your environmental impact and sustainability efforts by reducing your costs of print and distribution. A paperless approach will help you lower your carbon footprint and allow you to re-invest funds into other strategic initiatives to improve your overall customer experience. Embrace this digital transformation to stay ahead in the competitive retail landscape and create a lasting impression on your customers, driving long-term loyalty and success.
If you’re interested in publishing your circulars online, get in touch with us or request a demo.