"For decades, retailers used catalogues — often hundreds of pages thick — to showcase their inventory and sell products via mail or telephone orders.
But with the rise of e-commerce, catalogues fell out of favour.
Marketers say they’ve started to see a rebound in the last couple years, mainly from online brands, which now fill the mailboxes of their millennial consumers. They see mailings as a low-cost alternative to advertising on search engines and social media, where costs have risen as more companies look for new customers online. Today’s iteration of catalogues are slimmer and less product-driven. Consumers are encouraged to purchase items online, often with a special discount code in the catalogue.
“I think digital communications are starting to overwhelm people, and a well-designed piece of print advertisement can be an unexpected touchpoint,”
Unlike the dense catalogues of the past, mailers today are shorter because there’s no longer a need to feature every single product a brand carries when the online shop is at a consumer’s fingertips.
Many catalogues now look more like magazines, and some brands produce editorial content."
quarta-feira, maio 22, 2019
Depois do regresso do vinil, da cassete, das livrarias, das ... eis o regresso dos catálogos em papel, "How to Use Catalogues in a Digital Age".