I wonder how long it will be before retailers try out a concept that I call a "mini-catalog". This might be an eight page PDF document (see DMNews and their Outlook 2007 for a media-version of the concept), featuring a number of top-selling items. The objective of the mini-catalog is to get you to print it on your color printer, and then use it as a guide for your in-store shopping experience.
The mini-catalog could be downloaded via a weekly e-mail campaign, an RSS feed, or could be featured on a key landing page of the website. In addition, these "mini-catalogs" could be developed to improve natural search results.
Even better, the retailer could allow the customer to cobble together ten or twenty favorite items, which could be assembled into an on-demand catalog that the customer prints on their home or work printer. The on-demand catalog is just a fancy version of the shopping cart, a place customers store mechandise that they might be interested in purchasing at a later date.
The concept of the on-demand catalog is something that retailers and catalogers are bound to begin exploring in 2007 and 2008. The on-demand catalog allows the customer to assemble the products and services s/he is interested in. The multichannel retailer gets to identify items that are of interest to these highly engaged customers, and use that information to personalize e-mail, print and RSS campaigns.
Mini-Catalogs and On-Demand Catalogs. Expect to see multichannel retailers explore these ideas in 2007 and 2008.
Helping CEOs Understand How Customers Interact With Advertising, Products, Brands, and Channels
Subscribe to:
Post Comments (Atom)
Dashboarding New Customers by Week
Each week, you acquire new customers. Count the number of new customers by segment. Elite = 0 Customers (0%) Loyal = 1 Customer (< 0.1%) ...
-
It is time to find a few smart individuals in the world of e-mail analytics and data mining! And honestly, what follows is a dataset that y...
-
It's the story of 2015 among catalogers. "Our housefile performance is reasonable, but our co-op customer acquisition efforts ar...
-
Yes, Gliebers Dresses is a fictional series designed to get us to think about things ... if business fiction is not your cup of tea, why no...
No comments:
Post a Comment
Note: Only a member of this blog may post a comment.