Catalog marketing is a direct selling method that involves preparing a list of items for sale, usually with descriptions, prices, and other relevant data. It can be done through printed mail-order catalogs, in-store marketing, and online catalogs. It allows for quick searches and 24-hour shopping.
Catalog marketing is one of the most common strategies used in promoting the sale of goods and services and is generally classified as a direct selling method. The approach involves preparing a list of items offered for sale, usually with a description of each product, price and other relevant data. While traditional catalog marketing is associated with printing mail-order catalogs, this same approach can also be used as part of the in-store marketing concept, in addition to merchandising efforts undertaken online.
With the most common form of catalog marketing, a salesperson prepares and distributes a printed copy of a catalog to consumers. This marketing approach is not new, with many retailers using mailed catalogs to customers since the 19th century. During the middle years of the 20th century, it was not uncommon for these catalogs to be referred to as “wish books”, as recipients often used the catalog details to identify items they wanted to purchase at some point in the process. future.
Along with mailing catalogs through postage, catalog marketing can also be used as an in-store sales approach. Many department stores include a catalog department in the floor plan, allowing customers to browse and order catalogs while in the store. Payment terms are usually arranged at that time. Some stores also strategically place free catalogs near the entrances so that the shopper can easily pick them up when entering or leaving the store, a strategy that can often generate additional sales over time.
Almost all types of resellers have used catalog marketing over the years. Specialty stores and large department store chains have used this approach to connect with and drive sales to consumers. Most catalogs include ordering information that describes the various methods consumers can order, from calling the supplier to the supplier, to entering the order on an online website. Delivery options also vary, from shipping directly to the consumer’s home or other given address, to delivering the merchandise to the retailer’s local branch and notifying the customer when the order is ready for pickup.
While catalog marketing is generally considered to be a strategy that requires the distribution of printed material, many retailers also often use online catalogs. These electronic catalogs allow for quick searches based on item name, price range and other relevant factors. Many also allow the consumer to select items to place in a virtual shopping cart, then use online methods to pay for the items and arrange for shipping. One of the benefits of online catalog marketing is that shoppers can literally shop 24 hours a day, a distinct advantage over more traditional methods.
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