Before the year 2000, product brochures and mail order catalogues were the order of the day. Consumers signed up for these valuable branded communications, which encouraged sales, enhanced top-of-mind brand awareness, and strengthened the connection between brands and their audiences.

Flash forward 20 years later and the good old product catalogue is all but gone. Or is it? Although the perception might be that printed consumer communications are on their way out, the fact is they're making a comeback in developed markets around the world. And, to be honest, are still very much part of the developing market landscape, where printed material is more accessible than digital collateral in many communities.

In 2022, marketing researchers at Colorado State University, USA, conducted field experiments in collaboration with two large retailers - a luxury watch e-commerce retailer and a multichannel department store, to ascertain the value of printed catalogues.

The researchers noted that the cost of digital advertising was constantly increasing while returns were decreasing, most notably as a result of platforms' stricter privacy policies and the ethical use of consumer data for targeted advertising.

This sent companies back to the drawing board to relook their marketing strategies, and how best to maximise their marketing spend in the digital age.

Perhaps surprisingly, many brands - including major online players - showed a return to their previous marketing strategies, using print media to reach audiences.

The researchers found that over a six-month experimental period, catalogues distributed in addition to emails resulted in a 24% increase in purchases compared to campaigns where only emails were sent, translating into an increase of 870% ROI.

They also discovered that catalogue marketing delivered to shoppers who preferred shopping in-store, as opposed to online, delivered a 60% higher ROI than e-commerce customers, highlighting the sensory connection between physically shopping or browsing for goods. In this case, the printed catalogue served as an extension of that experience.

The consumers surveyed responded better to catalogues with design elements and narrative (as opposed to just product names and photos): these were 40% more effective in sales and customer engagement, and consumers kept these catalogues for 12 days and not the average of six days associated with the latter.

Other research by US firm, Keypoint Intelligence, shows that demand for printed catalogues is rising, and estimates it will grow at a compound annual rate of 8% by 2025.

This is supported by the extensive evidence cited in the October 2022 Financial Review article, Stores are releasing print catalogues again. Here's why, which reveals the many high street brands and big names returning to printed consumer materials.

Some major brands like Amazon and luxury British label Me + Em, the piece states, never stopped distributing catalogues, and continue to post millions of catalogues and magalogues to customer every year.

What's important to note is that brands see the value that catalogues add in an omnichannel marketing strategy. They provide a tangible touchpoint, much like a store does, and enhance the consumer's sensory experience of the brand's offerings, which is a powerful motivator.

Catalogues also have longevity, and if well designed to appeal to the reader on multiple levels, have a shelf life that extends beyond immediate purchases, reinforcing brand awareness and the perceived brand value.

Including QR codes into catalogues bridges the gap between the printed and digital experience, allowing customers to engage with the brand at multiple points.

You can easily include printed catalogues into your marketing mix too; CTP can help you produce all your printed collateral, supporting your overall marketing and communications strategy.

Get in touch with our team for an obligation-free quote on printing your product catalogue, and extend the sales reach of your brand beyond existing channels.