Glossy pages and aspirational copy draw high-value customers.

From eMarketer.com. Print catalogs have advantages over other marketing tools in creating product awareness, acquiring customers and building brand loyalty. For many retailers, this gives catalogs a key function in multichannel marketing efforts, building interest and engagement among consumers and helping funnel them closer to a purchase—in any channel.

“More than ever, consumers are shopping the catalog and buying online,” said Jeffrey Grau, eMarketer senior analyst and author of the new report, “The Role of Catalogs in the Multichannel Model.” “However, a minority of consumers prefer to shop the catalog and order by phone because they either feel uncomfortable buying online or need hand-holding to complete a major purchase.”

But the high costs of creating and mailing print catalogs means their return on investment is relatively low. According to the Direct Marketing Association (DMA), catalog sales add up to $7.34 for each dollar spent, much lower than the return on digital marketing media such as commercial e-mail, search or display ads.

Read more from the eMarketer article – Click here