And so it continues! Last year following the NEMOA direct XChange conference I shared some thoughts on the evolution of the catalog and how it’s a thriving channel to generate revenue and share your brand story. The catalog continues to advance as a marketing strategy and as Deborah Cavanagh, SVP of Marketing for Talbots shared in her keynote at the recent direct XChange 2016 Spring Conference, “The catalog is an editorial platform – it’s a means to communicating product ideas. It’s an oasis of imagination.”
This post is contributed by Jackie Marquis, Senior Vice President, Data Solutions at Epsilon. To connect with Jackie, click here.
Recently, I’ve been reading a lot about the comeback of the catalog. With 90+ million Americans purchasing from catalogs on an annual basis with an average spend of $850 million on catalog purchases (American Catalog Mailers Association), the catalog is a lively and active channel. The difference today? It now goes beyond direct mail, has become more digitized and is delivered with an omnichannel strategy.