The Rebirth of the Print Catalog
There’s been a lot of press lately about the renaissance of the print catalog. While catalogs never truly went away, there was a period there that the “death of the catalog” was more than just a whisper. Brands were ditching print in favor of cheaper, “more effective” digital marketing efforts. That’s no longer the case. Catalogs have become cool again. From formerly online-only brands introducing catalogs into their marketing mix (Bonobos, Birchbox) to once-proud catalogers resurrecting their book (J.C. Penney) to traditional catalog brands upping their investment in the channel (J.Crew, Restoration Hardware), the message is clear: catalogs are back in a big way.
In this podcast snippet from the Retail Marketing Virtual Conference & Expo held earlier this month, Jim Garlow, director of marketing operations at CDW, a B-to-B and B-to-G retailer of integrated information technology solutions, discusses how the brand is using multiple print catalog titles as part of its overall marketing mix. Register for the show and get on-demand access to this entire session as well as the rest of the day's valuable content!