Since the birth of e-Commerce, digital marketers have been prophesying the death of the catalog as a marketing tool, medium, channel. The Internet would kill the printed catalog. Well the facts are in. Research continues to show that catalogs are alive and well and being used by many of the marketers who having been placing flowers at the gravestone of catalog marketing. The fact is that catalogs are the most effective means of driving sales through the digital channel. Digital retailers are jumping on the catalog wagon, because consumers respond to them. Catalogs can be scanned. Websites can't. Catalogs because of this factor can drive impulse sales. Catalogs are a necessary and effective tool in a multi-channel marketing program.
These eight tutorials take you through every step of planning, developing, launching and then managing a catalog operation. These tutorials are meant as an introduction and/or refresher to catalog marketing. If you're in the processing of thinking about launching a catalog or actually in the planning stages of one, these tutorials are excellent guides to helping you keep your plans on track. If you're an Internet merchant, then you will find them very useful in helping you tie together your online e-commerce store and activities and your offline direct mail catalog activities. Catalogs have become a necessity in driving online sales for many merchants and recent studies show that the majority of online purchases made by customers at these multi-channel sites are driven by catalogs.