Catalogs were a very important marketing tool during the mail order era. But now with the success of ecommerce and the almost extinction of the mail order business, catalogs are however still being sent to millions of consumers. How could it be that such an old-fashioned looking medium is still being used by lots of retailers?
Business Of Fashion has written an interesting piece about this. It interviewed several popular fashion retailers, who still rely on the power of their catalog. Critics might say the catalog is something from the past. It’s no longer the most efficient way to inform consumers about the products, plus the customer’s interactions with the catalogs are much harder to measure and mine for data than user engagement with online ads and ecommerce sites.
