As holiday preparations begin, consumers might notice a significant change in their mailboxes: their beloved catalogs are noticeably smaller. This shift, driven primarily by increasing postal rates, is reshaping how retailers communicate with customers through printed materials.
In recent years, the traditional catalog—a staple of holiday shopping—has been steadily evolving. Retailers like Lands’ End and Duluth Trading Company are opting for more compact versions to mitigate rising costs of postage and paper. Some have even transitioned to using postcards as a more economical approach. Lisa Ayoob, a digital-savvy consumer from Portland, Maine, expressed surprise at receiving what she described as a ‘pamphlet’ instead of a catalog from outdoor apparel retailer Carbon2Cobalt.
Historically, catalogs from companies such as Sears and J.C. Penney served as extensions of their in-store offerings, but this trend shifted with the advent of online shopping. The modern catalog, now smaller and more targeted, acts as a strategic marketing tool. By incorporating QR and promo codes, retailers drive customers to their online platforms, effectively blending print with digital marketing strategies.
Catalog distribution has seen a notable decrease over the years. From 2006 to 2018, the number of mailed catalogs fell by approximately 40%, according to the American Commerce Marketing Association. Despite predictions of obsolescence, catalogs remain relevant even in the digital age. Retail giants like Amazon have embraced them, recognizing their enduring appeal. For instance, Amazon launched a toy catalog in 2018, the same year Sears filed for bankruptcy.
One reason for the continued use of catalogs is their impact on consumer memory. Jonathan Zhang, a marketing professor at Colorado State University, notes that humans are more likely to remember content from physical catalogs due to the tangible experience they offer. This notion is supported by research suggesting paper formats leave a lasting impression, a sentiment echoed by retailers aware of the high costs associated with producing and mailing catalogs.
The recent rise in postal charges has accelerated the trend towards downsized catalogs. July saw an increase in rates for the standard 8.5-by-11-inch catalog format, prompting many retailers to shift to less expensive sizes, like the ‘slim jim,’ which measures 10.5 by 5.5 inches. Some have further cut costs by sending oversized postcards, which still capture consumer attention while saving on mailing expenses.
Lands’ End, for example, is experimenting with various compact formats, including folded brochures and postcards, to complement its traditional catalogs. While some consumers like Ayoob prefer online shopping for its convenience, the hands-on nature of catalogs still appeals to a segment of the market, particularly those conscious of environmental impact.
Targeted mailing has long been a marketing strategy. L.L. Bean, headquartered in Freeport, Maine, pioneered this approach in 1912 with its mail-order catalog. According to spokesperson Amanda Hannah, even as the company enhances its digital marketing efforts, the catalog remains an integral part of its strategy, especially for dedicated customers.
The reduction in catalog size reflects a broader shift in retail marketing strategies driven by economic pressures and technological advancements. While smaller catalogs might initially seem like a minimal change, they highlight the ongoing adaptation of traditional retail methods to modern challenges. As retailers continue to navigate these changes, the blend of print and digital strategies will likely evolve, ensuring that catalogs maintain their place in the holiday shopping landscape.
Source: News4jax
