Creative Cut: Nautical Cataloger Doesn’t Sail Deep Enough Into the Water

By Christine Carrington

Some Pointers for Bluewater's Web Site

Customers expect their catalog and Web experience to feel the same, so in this case, it's important to note some issues with the Bluewater Web site, www.BluewaterWeb.com.

Listing products in text without showing photos is deadly. A lack of visual excitement means lackluster sales. People can't buy without a visual cue, so use the power of the Web to showcase your products.

Include a link to the gift catalog on the site. Consider investing in page-turning technology to allow shoppers to flip through the actual gift catalog pages. Or, at the very least, include a picture of the gift catalog cover. This is a huge missed opportunity.

Christine Carrington is president of King of Prussia, Pa.-based Catalogs by Lorel. You can reach her at (610) 337-9133 or chris@lorel.com.

Bluewater Books & Charts is a 104-page consumer catalog that offers navigational charts, instruments and gifts to the nautical community. In addition to the catalog, the company operates two retail stores and, of course, a Web site.

I suspect this catalog markets to high-income shoppers willing to spend a great deal of money on their hobby-based lifestyle, and Bluewater needs to capitalize on this with a design that’ll make sailing enthusiasts want to part with their dollars. But the Bluewater catalog is as predictable as a nautical chart in its careful organization.

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