Creative Cut: Keep Catalog Sales Healthy
In this catalog, each product treatment looks like it was designed as a quarter-page, half-page or full-page “ad,” placed randomly onto the spread. The cataloger should consider designing in spreads using a clearly defined grid, with best selling and high margin products appearing larger and in the upper right position. Designed as a spread by giving more visual emphasis to some products and less to others lets customers connect the products together, opening up cross-sell potential.
Cut the Clutter
Cut back on the clutter. Extraneous borders, drop shadows, dingbats, screens and other elements limit the ability of the copy to communicate the products’ benefits.
In the Weight Loss section, every product has a headline of equal size proclaiming its effectiveness, often with the same benefit. That’s very confusing for the consumer.
Contain type styles and sizes to a few. Assuming that most customers are more than 40 years old, they’ll struggle with the small point sizes.
Consider creating separate sections for Men’s Health and Women’s Health. Design these sections so they stand apart from the rest of the catalog
Packed with percentage-off coupons, free shipping and other promotions, this catalog feels like a direct response TV commercial translated into print. If these gimmicks are necessary to sell, the company ought to give them some play.
Make offers for free stuff larger. These offers are likely to create sales with this audience, so make them big and put them in the best selling positions.
As experts in marketing vitamins and supplements, Botanic Choice knows which sales formula its customers respond to the best. But the cataloger must leverage this knowledge by doing a more strategic job with branding, organization, navigation and promotion. It can do so without abandoning the copy heavy, busy style that works. «
Christine Carrington is president of King of Prussia, Pa.-based Catalogs by Lorel. Contact: (610) 337-9133, firstname.lastname@example.org.