1st Day of Christmas

In this twelve-part series that parallels the tradition of the season, we'll explore the concepts that are likely to shape catalog marketing in 2012 and beyond.


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.

In 2012, the catalog brand that figures out how to market to a new audience via new technology has a chance for a very robust 2015 - 2020.  Catalog brands trying to force a 55+ rural customer to shop via an app are less likely to experience success.