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Catalogues Still in Demand According to Zendor

Press Release

By: Zendor
21 April 2006

Retailers could be missing out on selling opportunities by not offering customers a retail catalogue, according to a recent survey by Zendor, the distance shopping expert. Over half of survey respondents (52%) state that they would use a catalogue to shop given the choice by their preferred retailer. Zendor found that there was a particular demand for a catalogue channel in the electrical, clothing and footwear, and DIY and garden sectors. Interestingly, 45% of respondents also stated that they would use a catalogue when purchasing books, music and DVDs, despite the growing dominance of online sales within this sector.

This latest research suggests that there is still a consumer demand for more traditional shopping channels, despite the recent growth in online sales. However, with major retailers, such as Debenhams, dropping their catalogues over the past few years, it seems that not all retailers recognise the ongoing potential of this channel.

In today‘s multi-channel retail environment, it is imperative that retailers keep abreast of what customers want. The catalogue is seen as an ideal shopping tool by many consumers due to the fact that it has the ability to illustrate products in situ, and is perfect for those consumers who enjoy browsing. Zendor’s survey results suggest that retailers will benefit from recognising catalogues as an important tool within their multi-channel approach. For example, John Lewis effectively uses its catalogues to drive customers to both its high street stores and website, and Woolworths has also recently announced that it plans on using both its catalogue and online channels to further strengthen its position in the marketplace by enhancing its multi-channel proposition.

Nick Allen, Chief Executive at Zendor, comments: “Many retailers will find the survey results surprising due to the growing belief that catalogues have declined in popularity as online shopping has taken off. What these results prove is that it is vital for all retailers to provide its customers with as many opportunities to shop with them as possible. It also reinforces the idea that all shopping channels should be integrated and simply work as an extension of each other.”