Catalog marketing is a sales technique used by businesses to group many items together in a printed piece or an online store, hoping to sell at least one item to the recipient. Consumers buy directly from the catalog sender by phone, return envelope or online using information in the catalog.
Catalog marketing is a sales technique used by businesses to group many items together in a printed piece or an online store, hoping to sell at least one item to the recipient. Consumers buy directly from the catalog sender by phone, return envelope or online using information in the catalog. Some catalog marketers act as intermediaries between consumers and manufacturers, while businesses with more than a few items create their own catalogs.
A print catalog usually consists of a cover that announces what type of items the piece contains, followed by the items. Some catalogs feature a single product category, such as clothing, while others include a diverse collection of goods. The catalogs contain photos and descriptions of the items, as well as prices and ordering information. Some come with order forms and return envelopes with prepaid postage. Others require shoppers to order by phone. Catalog marketers use targeted mailing lists to increase sales and decrease the printing and mailing costs associated with waste circulation. Some print catalogs are included with items shipped to online buyers to generate additional sales.
To save on the cost of printing and mailing and to allow retailers to update prices, products and promotions more quickly, some business put their products in an online catalog. The products are grouped and displayed in a similar fashion to a print catalog, but consumers can sort items by price, category, manufacturer or other criteria. These catalogs allow shoppers to purchase immediately, using a virtual shopping cart and an electronic payment method.
Some companies with many products produce their own catalogs. Examples include manufacturers of apparel, footwear, sporting goods, kitchen accessories, auto parts, home furnishings, lawn and garden items, health, beauty and food items. The manufacturer might group similar products to allow consumers with a specific interest to quickly find what they want, or they might spread items throughout the catalog to make shoppers view more items, hoping to increase impulse buys. The manufacturer processes the orders, ships the items and handles customer service, cutting out the cost of wholesalers or distributors.
Some catalogs feature products from a variety of manufacturers, giving companies with fewer products a chance to use catalog marketing. This allows mass retailers to include more items in their catalogs. In these types of catalogs, you might see several competing products on the same page. The producer of the catalog takes direct payment from the consumer, giving a portion of the sale to the manufacturer after the money is collected. Some multi-company catalog marketers fulfill orders from their warehouses, while others send orders to the manufacturer, who ships the item and handles returns and customer service. Ads by Google
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