Print Catalogs & Web Working Together (1,425 words)
As 1998's holiday season approached, a record number of retailers sought revenue from Internet sales in addition to their concrete storefronts. But Web-based selling is not yet the golden child of the industry. It still requires a helping hand from other media to ensure that customers can find your site in the massive volume of Web pages. One way to attract attention to your site: Print a catalog.
Every November, print catalogs fight for visibility in the holiday shopper's mailbox. In 1998, two companies upped the ante by being different: the Dell Home Systems Catalog and barnesandnoble.com got shoppers off the phone and onto the 'Net.
Although both companies declined to comment on the marketing and production details of their catalogs, Brian Boyd, director of marketing for Barnes & Noble, New York City, did state that the barnesandnoble.com catalog "is a natural extension ... of being a multi-channel retailer." If printing a catalog to pull consumers online becomes a trend, then the 1999 round of mailbox competition may be bloody indeed.
We examined these two catalogs and consulted with Steve Trollinger, account executive for catalog consulting firm J. Schmid & Associates, Shawnee Mission, KS, for insight into the possible marketing strategies and overall effectiveness of these print efforts.
Dell Computers
When we first flipped through Dell Home Systems' holiday issue, we were not sure whether we were shopping for computers or decorating accessories. Along with computer hardware and system configurations, we see the well-appointed rooms that house these systems. This is computer selling through lifestyle marketing, where the computer is not simply a piece of hardware, but a "home system." This is a refreshing change from the average computer catalog that features crammed pages and a smiling call center operator. The Dell catalog is classy, employing a balance of white space, subdued colors, and thoughtful product positioning. It follows the rules of catalog marketing by drawing readers into the book with a reason to buy. The cover sets the tone for the shopping experience, by featuring a full desktop computer system, atop a wooden accent table instead of a desk. Festively wrapped presents and family photos complete the non-office decor. Any title involving the words "business," or "corporate," is obviously inappropriate.
The cover copy does more than identify the target market. It makes an offer and uses eye-friendly numerals: a complete computer system for $1599. A line follows to instruct the reader where to turn for more information. A faux dot whack makes another enticing offer, with more eye-catching numerals—0 percent interest, no payments for 120 days—and again follows up with page-turning instructions.
The inside spread, according to Trollinger, works, as it answers the question, "Why should I buy from Dell?" with a note from "your friends at Dell"; sections on "what's new," and "why Dell"; a "directory" of contact information; and a table of contents for easy navigation. In addition, Dell uses copy to explain product benefits ("get your applications to execute fast ...") instead of merely listing the specs like some computer catalogers choose to do.
The back cover displays a notebook computer, showcasing the variety in Dell's product line. This notebook is positioned in a kitchen, atop a butcher block counter, alongside holiday cookies and candies. The copy on this back cover, like that on the front, makes a desirable offer and attempts to bring the reader inside the book by encouraging a glimpse inside for other notebook options. It also displays clearly the phone number and Web address for placing orders.
Although the design of this catalog is impressive, there are a few minor areas that could be improved. First, it has no order form. While this is in keeping with the online-ordering focus of the catalog, Trollinger believes that a form providing the consumer with a "telephone or Web order organizer" may increase the consumer's comfort with this non-conventional system. In addition, Dell uses clever icons throughout the catalog—stocking stuffer, "race horse" and "work horse" tags. But the icons were not employed to their fullest potential. The stocking stuffer icon is displayed only on the inside spread; we expected it to show us gift ideas throughout the catalog. The "race horse" and "work horse" icons, describing a fast system and a durable system, are used in an inside spread, but the terms were never fully explained.
Despite these minor blemishes, however, the Dell catalog succeeds in delivering its message that its computers will be welcome in any shopper's home. With a stylish look and convincing, benefit-oriented copy, Dell outclasses the computer direct-marketing competition.
barnesandnoble.com
As we turned the pages of this holiday edition, we felt as though we were wandering through a book warehouse: The grid design is like the aisles; the category heads like the signs suspended from the ceiling. But this catalog is for Barnes & Noble, the warm, friendly book retail giant. So we begin to look for a listing of the nearest B&N location, but are unable to find any mention that it has retail stores. In fact, the catalog seems to be a vehicle for getting readers onto its Web site, which is now going head-to-head with online-only bookseller Amazon.com. Whatever its purpose, B&N's new catalog breaks a lot of print and direct marketing rules.
The cover looks like a wrapped present, complete with bow. The "barnesandnoble.com" Web site address is repeated over and over, lest we forget who's sending us this catalog/gift. According to Trollinger, the front and back covers of a catalog are two of its most important "hot spots" and, among other things, should either get the catalog opened or sell books.
Barnes and Noble makes a great offer on the cover: 40 percent off hardcovers, 88-percent off bargain books, easy ordering and quick delivery. But this effort is made in tiny type at the bottom of the cover, in the same green used for the bow and the catalog's name; it may look nice, but it's not the eye catcher commonly used for special offers. Trollinger suggests that a photograph of a celebrity author or a New York Times bestseller may make a greater impact on consumers.
Most consumers can identify B&N's brand as a bookselling giant, but the catalog should still have copy explaining why we should shop from this company. Trollinger recommends this tagline: Exclusive Books at 40 percent off regular prices.
While the cover may not convince the reader to open the catalog, one may find the inside spread compelling: lots of books, B&N exclusives and a 100-percent satisfaction guarantee. Effective icons include one for B&N exclusives. However, use of this icon is inconsistent: we spotted several exclusives throughout the catalog that were not highlighted with an icon. On the other hand, icons explaining all the ordering vehicles and online features, including
"e-nnouncements"—book reviews e-mailed to customers—are successful elements that sell readers on the idea of B&N's online commerce site. This spread also includes a table of contents, to help consumers navigate the catalog.
The rest of the pages are crowded with book profiles and only a few art elements. Unfortunately, this does not give each book much space to sell itself. According to Trollinger, an old adage of cataloging states that "if you don't show it, you won't sell it."
The back cover, traditionally among the hottest selling spots of the catalog, is unusual: designed horizontally and read side to side. While displaying several B&N exclusives, Trollinger believes that the book selections here are uninspiring, and the change in orientation a bit distracting.
On a positive note, barnesandnoble.com includes quotations, how-to tips and book facts in occasional, larger product spotlights, sure to attract consumer interest.
Overall, the barnesandnoble.com catalog offers good deals and an extensive selection. However, the catalog's strategy is unclear. Is it trying to entice consumers to order from its pages? In that case, it offers too many selections to sell any effectively, given this design grid. Or is this catalog meant to build online traffic? In that case, Trollinger suggests a focus on bestsellers and exclusives, sending customers to the Web site for the complete product listing.
In general, print catalogs designed to spur online purchases are still print catalogs and should be used to sell—even if selling brand more than product. What remains to be seen is how catalogers will gauge the effectiveness and ROI of sending out a printed catalog for an online store front. If e-commerce developers figure this out soon, expect mailbox explosions for holiday 1999.
