1st Day of Christmas = An App Called Catalog Spree
We're going to deal with a big disconnect in 2012. Catalogers, by and large, should be able to "tell a story" far better than any e-commerce brand. I mean, after all, a dozen times a year, catalogers publish magazines that weave together a compelling story, helping customers cross-shop vital parts of the merchandise assortment. E-commerce brands, by contrast, create landing pages that random names may or may not shop, based on the appropriate matching of long-tail keywords, discounts, free shipping, and merchandise.
Apps like Catalog Spree represent the embryonic stages of tablet commerce. We're going to learn several things in 2012.
- Tablets do not equal Mobile.
- Mobile fans will categorize Tablets as Mobile in an effort to make Mobile look stronger.
- Catalogers have a huge creative advantage in Tablet Commerce.
- This huge creative advantage will not be realized due to an audience disconnect. The very customers likely to shop via apps are not likely to be catalog customers ... catalog customers, by contrast, will be the least likely to want to shop via apps.