The catalogue has always been an essential part of retailers’ marketing mix. Throughout time it has proven to be an effective format to captivate consumers, influence their shopping decisions and drive them to purchase at the stores. 

Nowadays, consumers have evolved and are turning to digital platforms to search for the best products, offers and store related information. This is why it is necessary for retailers to expand their marketing strategies and implement digital solutions into their mix. 

But why is having a digital catalogue important? The digitisation of your catalogues can enhance their versatility, they can be easily personalised and adapted to different regions or seasons and can collect valuable data about your consumers, among other benefits.

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Defining the characteristics of a perfect catalogue

Consumers are frequently looking for offers

For catalogues to have an impact on consumers’ decisions, they need to be published at the key moment of the customer journey. The retailer must have a clear understanding of its consumer to know when is the best time to publish its catalogues. 

Even though publishing frequency can vary depending on consumer behaviour for each country, one thing is certain and that is that publishing every week assures brand visibility, growth in consumer interest and the chance of purchasing increases. 

Short catalogues are more effective

When creating a catalogue you want to maintain the interest of your consumer for as long as possible. The number of pages in a catalogue can have an effect on this. Generally, we find that catalogues with long extensions have a low reading percentage. On the other hand, short catalogues maintain the consumer’s attention. 

After analyzing various catalogues, Tiendeo found that catalogues that presented a reading percentage of at least 50%, had a maximum between 12 and 16 pages.

The key elements for your design

The first thing to have in mind while designing a catalogue is your consumer. You need to show them products and offers of their interest in the best possible way.

1.  Make a great first impression: The cover page is the first element they will see and needs to make an impression on them. The objective of the cover page is to engage consumers, and for that, it has to show products and offers of high interest for them such as essential or seasonal products. Not to mention, offers must be included in the cover page and need to stand out through eye-catching colours and formats. 

2.  Show what’s in store in an interactive way: The content of your catalogues must show the variety of products you have in store. Likewise, images in the catalogue have to be of high quality, used vivid colours and should be accompanied by a description of the product’s price and promotion.

Digital catalogues permit you to incorporate interaction, enhancing the user experience through elements such as zoom, nearest store locator and additional information about the product. You can then obtain information about the interaction with your catalogues and gather data about your consumer’s preferences and interests to later optimise your campaigns accordingly and create future catalogues.

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3. Organise your offers and products clearly: The three first pages of the catalogue are fundamental, they need to capture the consumer’s interest and attention. Products need to be well organised and clearly divided into sections, allowing consumers to easily find what they are looking for. These sections can be offer validity period, essentials, most searched products or by category to mention some.

4. Hierarchy helps offers stand out: Products and offers can have different hierarchies. Some may be more important than others for the retailer to highlight. The design of the catalogue has to show which products are more relevant and make them notorious. This can be done by using different sizes and colours for offers. Offers are essential and should be seen at a glance. Also, take into account the number of products you want to show per page and arrange them smoothly, avoiding saturation.

5. Your design needs to be responsive: Remember that the majority of consumers that are searching for products and offers online do them through their smartphones. For this reason, you must always keep in mind that the design must adapt to all the platforms where consumers will be doing searches.

Remember that offers are the main driver to attract consumers to your stores and catalogues are an efficient format to communicate them. Consumers nowadays are omnichannel and spend a significant part of their time online. For this reason, digital catalogues should be a part of your marketing strategy. It is important to personalize your catalogues and optimize them according to the data you collect about your consumers. Publishing frequently is also necessary in order to build customer loyalty and stay top of mind. Finally, the design of your catalogue will affect its performance, that is why you need to create a catalogue that enhances engagement and improves user experience.

 

Want to learn more?

Download our guides for creating the perfect catalogue for each country here:

 

Spain Mexico Portugal Peru Colombia Chile Argentina

 

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