Racked--In today's edition of the print-isn't-dead argument, global and online-only retailers are reporting that mailed catalogs still drive sales like crazy. WSJ reports that 2013 witnessed the first upward trend in number of catalogs mailed since 2007, and retailers show no signs of slowing down.
While email marketing gives retailers just the space of a subject line to attract potential customers, stylized lifestyle catalogs that could nearly double as fashion magazines have proved to be wildly popular in an internet-driven culture. Pat Connolly, the chief marketing officer at Williams-Sonoma, admitted that the catalog was still an extremely important part of Williams-Sonoma's overall marketing plan. According to WSJ, the retailer has a database of 2,000 privately owned houses that it uses for catalog photo shoots and over half of Williams-Sonoma's marketing budget is spent on catalog production and mailing. Read more!
While email marketing gives retailers just the space of a subject line to attract potential customers, stylized lifestyle catalogs that could nearly double as fashion magazines have proved to be wildly popular in an internet-driven culture. Pat Connolly, the chief marketing officer at Williams-Sonoma, admitted that the catalog was still an extremely important part of Williams-Sonoma's overall marketing plan. According to WSJ, the retailer has a database of 2,000 privately owned houses that it uses for catalog photo shoots and over half of Williams-Sonoma's marketing budget is spent on catalog production and mailing. Read more!
