It’s no secret that catalogues are read and enjoyed by millions of people around the world, but a study by Harvard Business Review has revealed just how much influence they can have on sales.
There was a curious list published online recently. For a medium that thrives on lists, this is nothing new. But this list was an inventory of digital retailers that currently use catalogues in their marketing. We’ll spare you a rundown of the full list, but among the 57 largely US-based retailers are Amazon, J-Crew, Boden, Charles Tyrwhitt, Lands End, Nordstrom, Home Depot and Wayfair – all huge, successful companies that have built or expanded their retail empires with e-commerce.
Add the massive number of UK and European brands that continue to use catalogues as a central pillar of their marketing strategies and you have a medium that’s bucking the trend of companies increasing their reliance on digital media. Not only has the number of catalogues increased since 2015, response rates have also been increasing – up 170% between 2004 and 2018.
Its secret? It works, and there’s a key piece of research to back it up.