B-to-B Insights: A New Toy to Play With?
Consumers are taking notice of digital catalogs. Many retailers have already experienced strong sales through their digital books, and some B-to-B companies are reporting the same thing. Shouldn't you be getting a piece of the action?
In the plainest sense, a digital catalog is an online PDF of your catalog. The pages digitally turn like a print catalog or they scroll; images and copy blocks are clickable. A digital catalog also links to the products on your website, enabling consumers to make purchases. Sophistication of the interface varies, including search, bookmark and zoom features. (If you plan to produce a digital catalog that's not clickable and not linked to your shopping cart, don't bother.)
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A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
