The company acquires new customers through online search and other online platforms, so all customers are comfortable with e-commerce and digital communication. The company generates annual revenue of $60 million and operating profit of $12 million, with a database of approximately 28,000 customers. based specialty luxury watches and jewelry e-commerce retailer with a global clientele and without physical store presence. To test the effectiveness of catalogs, we partnered with a U.S. What is happening to this age-old, analog marketing tool that email and social media marketing were promised to replace? Is “the catalog effect” here to stay? How can e-commerce companies benefit from them? We’ve used recent trends in retail technology, decades of research in consumer psychology, and our recent field experiment to answer these questions.Įvidence from a large-scale field experiment with a luxury e-commerce retailer Even pure-online retailers that prided themselves in creating efficient and digitized consumer experiences such as Wayfair, Bonobos, Birchbox, and Amazon are now printing catalogs. Many brands and retailers, such as Nordstrom, Patagonia, Crate and Barrel, Restoration Hardware, and leisure services such as vacations and cruise lines, are investing heavily in physical catalogs.
Retailers in some categories appear to think so.
The effects are not just confined to digital laggards who do not go online – in fact, there’s evidence that Millennials are particularly interested in catalogs they receive in the mail. What’s more is that consumers are surprisingly enthusiastic about receiving them – response rates from catalogs have increased by 170% from 2004 to 2018. Despite two decades of email and social media marketing, and the digitization of the consumer experience, catalog mailings have been steadily increasing since 2015.
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