| What do Victoria Secret, DELL, Staples, Radio | | | | reminder at home, just in case you missed the |
| Shack, and Montgomery Ward have in common? | | | | catalog at an office. Staples uses these methods |
| Each of these companies has used the catalog to | | | | of communication to remain at the forefront of |
| achieve a dominant position in a competitive | | | | consideration in any event that office supplies are |
| marketplace. Each organization has used the | | | | needed. That was easy. |
| catalog in a slightly different manner, but each has | | | | A manufacturer brand that utilizes the catalog |
| achieved the ultimate goals of market-share and | | | | effectively is the very brand that effectively |
| profitability. How did they do it? | | | | utilized the Internet as a means to dominate |
| Several organizations have made the mistake of | | | | personal computing. DELL, often recognized for |
| measuring the effectiveness of a sales catalog by | | | | prowess in leveraging the Internet experience and |
| the direct number of sales that come through toll | | | | direct online customer sales model, uses the |
| free numbers or other order mechanisms | | | | catalog to effectively maintain relationships and |
| associated with the catalog. Montgomery Ward is | | | | customer loyalty. With the web interface, DELL |
| an example of a once proud company that failed | | | | allows each consumer to customize the features |
| to measure the effectiveness of the catalog | | | | of a computer, and have it built to individual |
| properly, and subsequently suffered the | | | | specifications. The Internet is indeed a powerful |
| consequences. | | | | utility for DELL, but the interest in features, |
| Montgomery Ward built an empire around the | | | | colors, accessories, and brand is nurtured by an |
| catalog, using it as a means to communicate with | | | | exceptional orchestration of catalog and |
| potential consumers in extended geographic | | | | promotional advertising. Once purchasing from |
| regions, and orders from other local store owners. | | | | DELL, it is likely to expect to consistent delivery |
| The Montgomery Ward catalog kept the brand | | | | of catalogs to home or office. Although it is not |
| name fresh in the hearts and minds of | | | | likely that a consumer will immediately purchase |
| consumers. The catalog alerted consumers to | | | | another computer, there is an enticing array of |
| upcoming sales events, special discounts, and | | | | other products to tempt the consumer. The |
| reminded them of purchases associated with | | | | catalog includes printers, extended service plans, |
| changing seasons. Back-to-school, holiday shopping, | | | | carrying cases, and a growing variety of |
| and lawn maintenance welcomed shoppers with | | | | consumer electronic devices. As new technology |
| seasonal specials and compelling limited time deals. | | | | refreshes the capabilities of the equipment in the |
| Even if the consumers did not take advantage of | | | | catalog, the consumer is able to keep pace with |
| the seasonal sales event, it reminded them of the | | | | pricing and features. The lure of accessories and |
| items available at Montgomery Ward stores, and | | | | peripheral electronic items is a constant |
| thereby reminded them to shop there when the | | | | opportunity for additional revenue, and the ability |
| next need should arise. | | | | to monitor changing technology enables the |
| Unfortunately, Montgomery Ward opted to | | | | consumer to plan the next purchase. Because |
| eliminate the catalog in a rebranding effort. The | | | | DELL is providing the specification, features, |
| rebranding effort included shedding the | | | | colors, and pricing in the catalog, when the |
| appearance of a general merchant and discount | | | | consumer does decide that it is time to upgrade |
| catalog store by canceling the catalog distribution. | | | | the computer again, the planning and expectations |
| The focus of the rebranding effort was to | | | | have already been established by the options |
| develop a reputation as a multi-faceted boutique | | | | communicated in the catalog. The catalog |
| retailer, offering an assortment of brand names | | | | becomes the standard by which all other |
| and styles at higher prices. To underscore a | | | | purchases are compared, and the Internet utility |
| commitment to the company rebranding effort, | | | | makes it easy to complete the customized |
| the company made significant investments to | | | | ordering process. This is a powerful combination. |
| redesign many of the stores. New lights, new | | | | Any mention of the effective use of catalogs |
| carpet, new displays, and new brand name | | | | would be incomplete without an acknowledgment |
| products adorned the redesigned stores, but the | | | | to the most recognized and dominant force in |
| public did not come. Montgomery Ward advertised | | | | catalog history, and that title belongs exclusively |
| the grand reopening of the redesigned stores, | | | | to Victoria Secret. The catalog that has launched |
| even as it closed other locations in an effort to | | | | the careers of many models, set the standard |
| reduce overall expense. Unfortunately, while the | | | | for fashionable lingerie, and maintained a |
| stores were being remodeled, consumers started | | | | prestigious iconic status in the routines of |
| searching for other shopping locations, and | | | | comedians worldwide. The mere mention of the |
| became accustomed to other retail experiences. | | | | Victoria Secret catalog in a comedian's repertoire |
| Montgomery Ward did not have a catalog to | | | | elicits immediate recognition that the catalog is as |
| maintain communication and customer awareness | | | | anticipated by men, as it is for women. The |
| during this transition, and as a result, the stores | | | | Victoria Secret catalog has become a statement |
| reopened to thunderous apathy. | | | | and lifestyle, far exceeding mere branding of a |
| The Sales Catalog is more than customer | | | | retail store. As a result of continuous and |
| communication. It is also a tremendous tool for | | | | exceptional use of the catalog, the product from |
| the retail sales associates. Radio Shack was once | | | | Victoria Secret is conveys a sense of confident |
| an exceptional example of the catalog as a tool | | | | sensuality and romance, regardless if the product |
| for both consumers and retail sales associates. | | | | is a garment, lotion, candle, or cream. To be listed |
| The catalog was a reference tool for identifying | | | | in the Victoria Secret catalog is more valuable |
| and comparing options. The catalog was an easy | | | | than advertising the factory producing the |
| way to search for products, and inevitably be | | | | product. In this case, the catalog is the brand, and |
| introduced to others. How many remote control | | | | the retail store is an outlet for fulfilling the |
| toys were sold as a result of searching for | | | | demand. |
| electronic components? It is not very likely that | | | | Catalogs are not only intended for distribution to |
| an unrelenting demand for remote control toys | | | | facilitate consumer communication, branding, or to |
| has been enough to sustain this product line as a | | | | create demand. Many automobile manufacturers |
| staple of the electronics chain of stores, but much | | | | produce catalogs specifically for the showroom. |
| more likely that the constant reminder and | | | | This method enables a focused distribution, by |
| accessibility has sustained impulse buys for several | | | | physically handing a copy of the catalog to visiting |
| generations. Unfortunately, Radio Shack opted to | | | | consumers. These catalogs typically include much |
| replace the catalog with an efficient online Internet | | | | more detailed information, specifications, lifestyle |
| ordering utility. While this online utility greatly | | | | focused graphics, and an expectation that the |
| simplifies the search and purchase of a specific | | | | recipient of the catalog is already a brand |
| item, it has also removed the vast quantity of | | | | enthusiast. These catalogs are essentially |
| impulse buy options that tempted consumers at | | | | enhanced brochures, and are very effective for |
| home, and in the stores. The online utility is useful | | | | the small targeted community that receives them. |
| to sales associates in the store to look-up an | | | | Catalogs are not for everyone. Catalogs are |
| item, but sales associates are far less likely to | | | | effective communication tools for establishing and |
| spend idle time thumbing through Internet pages | | | | maintaining a brand, for generating demand, and |
| to look at products and features than they spent | | | | to nurture relationships with loyal consumers. |
| lazily flipping through a catalog on the counter. If | | | | Catalogs can be highly effective when coordinated |
| the sales associates are not thumbing through | | | | with promotional advertising, Internet utilities, retail |
| your web site during idle time, then it is even less | | | | stores, and consumer registration. When used |
| likely that your consumers are doing it. | | | | effectively and consistently, catalogs empower |
| Staples is a marvelous case study of a retail sales | | | | repeat business and recurring revenue beyond the |
| organization that has learned to maximize the | | | | measurements associated with an immediate |
| catalog, Internet, and promotional advertisements. | | | | direct sale. Creating an alluring catalog is an art |
| Staples sells office equipment. The product from | | | | form, and formatting a functional one requires |
| Staples includes paper, pens, staplers, chairs, | | | | organization and planning. When done properly, the |
| computers, printers, software, cables, and virtually | | | | catalog becomes a viral marketing piece that is |
| anything that someone might need to run a | | | | often handed from person to person, or picked |
| business at the home or office. Students also use | | | | up and perused by potential future consumers, |
| staples for supplies. These commodity items are | | | | which is something that does not typically occur |
| not differentiated product brand names, and for | | | | with electronic catalogs. When considering the |
| the most part, are readily available from many | | | | strategy for using a catalog, review the examples |
| retail outlets. The differentiation comes not from | | | | of the masters in marketing and communication |
| the brand names, but from the overall execution | | | | for this media. Learn from the achievements of |
| of the consumer communication, including the use | | | | Victoria Secret, DELL, and Staples. Then, reflect |
| of the catalog. The retail sales experience at | | | | on your coordinated communication and marketing |
| Staples is a dedicated attention to the consumer, | | | | strategy as a means to identify relevance to |
| using the web utility and the catalog to maximize | | | | your growing base of loyal consumers. Measure |
| efficiency. | | | | the overall impact to your business, not just the |
| Staples uses the Internet utility for itemized | | | | limited direct sales, and listen carefully to the |
| search and order fulfillment. Store associates | | | | feedback of your clients. Perhaps one day your |
| frequently use the same application that is | | | | name will be listed on the catalog walk of fame. |
| available to the general public, as a means to | | | | Words of Wisdom |
| order specific items that may be temporarily sold | | | | "If you don't find it in the index, look very |
| out, or otherwise out of stock, at the retail | | | | carefully through the entire catalogue." |
| location. The catalog is used for research and | | | | - Sears, Roebuck, and Co., Consumer's Guide, |
| comparison. At businesses, schools, government, | | | | 1897 |
| and home offices, the catalogs arrive on a | | | | "The key part of your brand is a quality product. |
| consistent basis, and are a valuable reference tool. | | | | Creating exceptional content is the number one |
| Many business establishments keep the catalog | | | | thing." |
| from Staples within easy reach, making the store | | | | - Rufus Griscom, Building Buzz for your Web |
| a constant resource for supplies. The marketing | | | | Project |
| and promotional messages in newspapers and | | | | "The more elaborate our means of |
| other local advertisements are a constant | | | | communication, the less we communicate. |