8 Ways to Make Your Catalogs Stand Out

Even though online buying is becoming an everyday practice, shoppers and retailers alike are showing that paper is still the way to go in terms of marketing. Because, while they are bombarded with online ads that they rarely trust or click on, consumers consistently show a strong attachment to physical mail that they can interact with on their own time.

Print marketing might mean more time and money than digital, but catalogs that positively engage your customers are worth the investment. Follow these eight best practices when creating your next catalog campaign.

  1. 1

    Inspire Your Customers

    First and foremost, your catalogs should inspire your consumer. Gone are the days that a catalog is a simple product list. Now–through thoughtful design, photography, and copy–you can tell the story of your brand and connect with customers that have the same aesthetic tastes.

    In an age where people are curating their lives through social media, brand images can now be aspirational rather than just advertisements. Make a goal of creating an emotional connection through your catalogs in addition to being informational.

  2. 2

    Personalize It

    When designing your catalog, it is important to design with your audience in mind. Visuals can go a long way and, from start to finish, should reflect the aesthetic of your customer. Even if the product comes from the same category–say fashion–a catalog for young professionals will look much different than a catalog for mothers.

    Consider personalizing catalogs to show items based on previous purchases or to show items that are available in nearby stores. This level of personalization will set you apart. Consider working with vendors that offer variable data printing.

  3. 3

    Present a Strong Brand Identity

    Catalogs are always competing for space in a consumer’s mind. However, many of them look so similar, it’s difficult to differentiate between the companies. In order to create brand loyalty, you need to stand out among the crowd, and you can do that by creating and showing a strong identity.

    A catalog should be an extension of your brand and should support whatever messages you stand for. A successful catalog will both display products and present a clear individuality. Don’t let your catalog get bogged down with product details. Use the unique voice of the brand to carry your products forward.

  4. 4

    Focus on Quality

    Hand in hand with a strong brand presence is quality. This means quality in design, size, and type of paper – everything that goes into a catalog should be purposeful, and it should represent your business in the best way possible. These small details can enhance the overall appearance of your catalog and ultimately say a lot about your brand.

  5. 5

    Make It Easy to Navigate

    Catalogs should have a user-friendly layout and be designed in a way that naturally leads from page to page. Readability and scannability are both essential in clear design.

    There should be a clear hierarchy to each page, with one or two items standing out and other elements lending support. Remember: using different fonts can be confusing, white space is your friend, and important information should always be clear and up front.

  6. 6

    Use Impactful Photos

    Catalogs that are image-heavy give a sense of brand personality and allow customers to scan through with minimal effort. In general, environmental photography–that show products in a surrounding where they would naturally be–is most effective, especially when the people in the photos are interacting with your products.

    However, don’t group too many products in one photo as it will be distracting to the viewer. It is best to show items individually or in very small, related groups. Make great photos the centerpiece in your catalog. They’ll do the work to keep your reader engaged.

  7. 7

    Make Ordering Easy

    Think beyond aesthetics, as well. If a reader can’t figure out how to place an order or what items they want to purchase, then you stand to lose out on sales. This is why it is essential to organize your catalog to make ordering as easy as possible. Often top-selling products are lost among similar items. Focus on these items and position them with products that would go well in addition to rather than instead of. Any opportunity to cross-sell companion products through copy or callouts can increase sales up to 15%.1

    As a customer browses the catalog, it should be clear how they can place an order. Include website URLs and a phone number that are easy to find within the design, and then push orders with promotions and time-sensitive offers.

  8. 8

    Test Frequency

    Successful catalogs will help lead your customers online to make purchases, but should only be sent with controlled frequency as to not overwhelm or annoy them. While 53% of consumers like the number of catalogs they receive and 25% want even more, a fine line exists between more catalogs and too many.2

    For consumers that desire catalogs, once a month should be the maximum frequency. However, quarterly or seasonal catalogs are optimal for most effective brand-customer interaction.

In Conclusion

Engaging catalog marketing has been a proven method of boosting online sales. By following these best practices, you can provide your customers with a memorable experience that makes them feel inspired, connects them to your brand, and drives them to shop.

5 Best Practices for E-Commerce and Retail Inventory Management

While strong sales are the backbone of a retail or ecommerce business, inventory management can mean the difference between success or failure. Mismanaging your inventory can lead to errors in stock levels, poor quality control and wasted storage space. These problems can quickly percolate and affect your shipping operations; they can slow picking and packing, even allow you to ship incorrect or damaged goods. Keep your business on track by implementing a few important practices.

  1. 1

    Categorize Your Inventory

    Bring order to your warehouse and add efficiency to your picking process by choosing a way to categorize your products. This will make it easier and faster for you to locate and pull items from your shelves. There are a few common systems companies use. One is called ABC, which groups products by their value, with A being the most valuable items and C being the least valuable. A numerical system takes a different approach by allotting numbers for product classes, individual products and their location in the storage facility.

  2. 2

    Establish Minimum Stock Threshold Limits

    The minimum stock threshold is the least amount of inventory you need on your shelves at all times. By determining your threshold limits, you can ensure you have safety stock ready to answer a sudden influx of sales. This allows you to meet demand and curb lengthy fulfillment times, which would only upset customers. Use this formula to calculate your limits:

    Minimum stock threshold = (Average daily product sales/# working days in the month) x average product delivery time1

    Please note: average product delivery time should be calculated in days.

  3. 3

    Implement Frequent Quality Control Checks

    Keeping an eye on your product quality can help prevent customer satisfaction issues and lower return rates. By keeping returns down, your company can maintain its margins. Do routine checks of your inventory to search for signs of damage. Look for discrepancies in prices and product descriptions; products sizes, colors and styles should be accurate. That way you catch any issues before they hit your customer’s front step.

  4. 4

    Implement Stock Check Cycles

    Cycle counting programs help you gauge the accuracy of your inventory levels by auditing a small sample of products on a routine basis. That way, you don’t need to spend time checking all your inventory all the time. Decide how often you’d like to do cycle counts. Some businesses take a periodic weekly or monthly approach, others do it at random throughout the year. Stay vigilant about your inventory counts to maintain stock visibility. Without accurate stock information, your customers could place orders that can’t be filled.

  5. 5

    Liquidate Slow-Moving Stock

    By doing routine checks of your inventory, you can stay abreast of product sell-through rates. Save your company dollars and storage space, by liquidating the products that aren’t moving off the shelves. Bring new products into the fold that share similar characteristics with your biggest sellers.

In Conclusion

With a few simple steps, any size business can elevate its inventory process. By categorizing your inventory, deciding minimum threshold limits, keeping an eye on quality control and more, your business could see a wide range of positive effects. With a well-run management process, you could add efficiencies to your shipping operations, shorten fulfillment times, lower return rates, improve your customer service, and, of course, boost your bottom line.

Marketing Strategies That Will Modernize Your Mail Campaigns

The next big thing in marketing may be sitting in your mailbox.

Year after year, companies seek out the freshest ideas to build brand awareness, launch products and convert new customers. To choose the right one, they need the facts. Get a big-picture view of the newest innovations in direct mail—from AR to QR and everything in between.

Marketing_Strategies_That_Will_Modernize_Your_Mail_Campaigns_IrresistibleMailChart_v4-01

5 Tips to Gear Up for the Retail Holiday Season

The holidays present countless opportunities for businesses to meet their bottom lines. They also present countless opportunities for pitfalls. Inefficient warehouse systems, confusing communications and incorrect packaging can prevent companies, both small and large, from making their year-end fiscal goals. Read on for tips to help you tackle the lucrative days ahead.

Quick Tip 1: Talk to Your Supplier

It’s critical for your business to have stock going in and out in a timely manner. Work with your shipping provider to confirm pick-up schedules, communicate changes in business hours and identify peak volume days. That way, your warehouse will know what to expect.

Quick Tip 2: Evaluate Your Warehouse Systems

Make sure your warehouse is logically organized. Place “bundle” items in the same area for easy picking and packing, and set aside room for dramatic influxes of shipments. Finally, inspect your technology so that it’s running smoothly.

Quick Tip 3: Simplify Your New Hire Onboarding Process

The more confusing the training process, the less productive your workers will be. Talk to permanent and returning staff to tweak your onboarding process for clarity and effectiveness.

Quick Tip 4: Use the Right Size Packaging

With dimensional weight pricing, both the weight and size of the packaging affects the ultimate shipping price. As more transportation companies use this pricing method, businesses should diversify the types of packaging they use. Consider Padded Paks, Poly mailers or other packaging in lieu of boxes. In most cases, the smaller the package, the lower the shipping cost.

Quick Tip 5: Communicate with Your Customers Clearly

Take your holiday communications to task. Look through last year’s customer complaints to fix the wording of return policies, shipping timelines and Christmas cut-off dates. Your language should be uniform across every channel.