Who Needs Print, You Say?
Like the human brain, catalogs are random-access. You can skim, go forward, backward, flip here and there quickly and intuitively, no layers to clickthrough, no navigation necessary. In short, catalogs feel more human to many of us. And that delivers sales.
The Web beats catalogs at product searching when people already know what they want. For example, when I want a reading or writing tool, I think of Levenger, so I’ll search Levenger.com first. But I'd never have searched Levenger’s Web site for its new super-duper Circa Notebook with colorful cloth covers, a pen holder and an elastic closure band, because I had no idea such a product existed. It took the Levenger catalog hitting my mailbox to grab my attention by announcing this swell new product.
