Catalogue still top dog for OP buyers

Despite widespread talk about the demise of traditional catalogues, they still seem to be going strong in the office products industry.

The emergence of e-commerce was heralded as the death of printed marketing material, but research by European vendor Hamelin has revealed that they remain an important tool for buyers of stationery.

Over 55% of those surveyed still use the catalogue as a starting point, regardless of whether they buy online or over the phone.

Surprisingly, when trying to find the latest products, just as many took to using an internet search engine (32%) as they did flicking through the pages of a brochure.

Hamelin said that dealers which continue to produce and improve their catalogues may experience a competitive advantage in the marketplace. However, it was quick to state that developing a strong online platform was still important as 33% of buyers performed the entire purchasing process online.

Outside of the OP industry, the research cited the likes of IKEA and Argos, companies which continue to use print material as an integral part of their marketing strategy.

For instance, Argos continues to print more than 20 million copies each year, despite a focus on digital development. This was due to the demand for traditional retail elements favoured by consumers.

However, one change in behaviour the study highlighted was surrounding promotions and offers. 70% said that email was the primary source of information regarding current discounts and deals. “Standing out in the inbox and preventing an automatic delete is the challenge for those trying to cut through,” added Hamelin.

Hérouville Saint Clair, France

source: https://www.opi.net/news/catalogue-still-top-dog-for-op-buyers/