You've probably research Catalog Spree, correct? Click here to take a peek.
One of the mistakes we're likely to see in the next few years is the "put a catalog on a tablet and you've got multi-channel success" mistake.
Again, we have to look at the data. Customers who love B2C catalogs are largely age 55+.
Customers who love tablet devices are largely 30-39 years old (yes, I understand, 23 year olds love tablets and 71 year olds sometimes love tablets, I get it). And, yes, I realize that catalogers will say that we are "multichannel", that because we have a website we're not actually catalogers, and then we'll mention that 33 year olds shop the website, so tablet devices could work. I get it.
Retail brands and catalog brands are, of course, applying "what we know" to tablet devices. We did this in the late 1990s, remember CD-ROM? "We will put the catalog on a CD and put the CD in the mail and the customer will love it!" Remember?
I'm not saying that a catalog on a tablet device can't work, it certainly can, and in many cases, it will work.
I am saying that we aren't thinking through the problem in an adequate manner.
What problem does a tablet device solve? How do we use the device to solve the problem? Does our customer demographic even use tablets?
Odds are that placing a catalog on a tablet device doesn't solve a problem faced by a customer. There are catalogs in print, there's our website, and now, a third way to buy the exact same item. We need to solve a customer problem.
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