Catalogs as a Way of Selling Products or Services

Catalog

A form of catalog intended for advertising, selling products or services, typically published in a magazine or newspaper. It is commonly found as a regular feature and available to readers who subscribe to the publication. Often it contains coupons.

The term "catalog" dates back to the 16th century when it referred to an act of shopping (from Middle English catelen, "to buy"). Originally, publications were called catalogues; today they are often called brochures.

The best way to sell products through print advertising is through a mail-in order form. The catalog form of publication is the most convenient in terms of selling and reaching a wider audience than most other forms of print media advertising. It has been used in retailing since the late 19th century. At the beginning, it was used only to support direct selling systems, but today it has grown into an independent channel.

Advertising in a catalog is different from advertising in other media such as television or newspapers. In catalogs, customers can browse through the merchandise displayed. They are able to touch and feel the product, thus receiving an immediate response from their experience. This can have a dramatic effect on customer's buying decision.The impact of customer touch and feel on a product is at least double that of seeing an advertisement for the same product, according to a University of Chicago study. The reason may be that a catalog can give the customer a much better idea of what the product looks like and its quality.

The popularity of catalog shopping challenges conventional wisdom. Customers are increasingly using print catalogs to place orders, rather than using online shopping carts. Catalog sales accounted for one-third of all retail sales in 2003. In addition, more than 200 million mail-in rebate offers were redeemed by consumers in 2004, with an average value of $23.00 per rebate. At a time when many businesses are looking to cut costs and increase efficiency through technology, many companies continue to invest into print catalogs as a valuable customer service tool. 

One of the most popular uses of catalogs is for moving materials, where the customer can order from a wide variety of locations. This medium has established itself as an attractive and effective way to reach out to customers. The catalog offers products at close to cost in order to stimulate demand and gain customer loyalty. Moving materials are aimed at people who have decided to move but have not yet made specific arrangements; they are interested in having a range of choices available so that they can compare options and make informed decisions before making a final commitment. According to many experts, one reason why this channel has been very successful is that it offers service and convenience, while requiring only a small investment on the part of the customer. 

Another reason why people choose to receive information through a catalog is that it is easy to keep, and the availability of products can be checked at any time. Many people want to collect several catalogs at once before making a decision, so they keep all the catalogs because they are convenient for comparison shopping.

Catalog sales have remained strong despite the rise of e-commerce. This success has continued despite many predictions that catalogs would become obsolete in the digital age. Automated printing technology, the Internet and e-mail have made it possible to deliver catalogs electronically. However, some experts believe that the convenience of paper catalogs has helped to sustain their popularity. The cost-effective nature of print catalogs is very important in making them a viable option for many customers; this is especially true during economic downturns when consumers are looking for ways to save money.

The costs associated with printing and shipping a catalog are far less than those of developing and operating an online store. Industry experts say that marketing through online stores often requires a substantial investment in order to build traffic to the site and create an attractive user interface. Online catalogs also require far more planning and coordination between buyers, designers and the printer, who will have to be able to print the catalog on demand.

The last few decades have seen a decline in the popularity of thin catalogs because of the increased availability of television advertising, which is more effective at driving traffic to stores than paper catalogs, leading many companies to scale back their print catalogs. In addition to this decline in sales, suppliers who depend on strong print-catalog sales are having a hard time coping with the competitive threat posed by e-commerce and online retailers like Amazon.com, which offers lower prices through its own online storefronts. According to Dick Krieg of the "New York Times", traditional catalogs continue to maintain popularity because of the amount of free time consumers have for shopping, and because shoppers prefer them over television advertisements.

In 2007 there were 2,621 print catalog printer-publishers in the United States with a total retail value of more than $44 billion (U.S.). The business-to-business sector accounted for approximately 76% of total sales, while the consumer sector accounted for approximately 24%. North America was the largest print distributing region, accounting for more than 90% of total sales in 2007. A print catalog is delivered in bulk to a customer by postal service or through a private delivery service provider.

In order to understand the importance of catalogs, it is important to look at the history that led to its development. Catalog sales has a long history, dating back to the 1860s. In 1868, Aaron Montgomery Ward founded Montgomery Ward and Co., one of the first catalog companies. In 1872, Richard Warren Sears published his first edition of "The Great Round World and What Is Going On In It", a catalog which eventually made him a multimillionaire. 

Modern-day catalogs are available in many different formats as well as through numerous delivery channels such as telephone, television, mail and computer networks (internet). The largest transformation in catalog format came about during the 20th century. The introduction of the telephone, addition of electricity and typewriters all led to advances in technology that resulted in faster printing, which facilitated a wider variety of languages and enabled catalogs to be sent over greater distances. During this time period, many catalogs were also made available through telephone lines, radio waves or television.

The first printed catalog to reach the United States was "Elements of Modern Gardening" by A.H. Palmer from England that was published in 1806 and was then sold in Boston by Nathaniel Wales (in 1808). Today there are many types of print materials that include catalogs such as books, magazines, newspapers and industrial materials.

Conclusion

"The paper catalog is an essential part of the retail industry. It allows retailers to vary the price on items, which encourages customers to return for more purchases. If a customer has seen that a particular item that he likes is available for less at another store, then the customer knows there is a good chance that he will also be able to find it cheaper in another store." 

The catalog is an essential part of the retail industry because it allows retailers to advertise and sell their products more easily. Retailers can use catalogs as promotional tools, by using them as a way to attract customers and increase sales.