Howards Storage World, which specialises in storage and organisation for the home, grew from a single store in Sydney to become a national franchise. In 2015, the company launched a digital version of its print catalogue and hosted it on Salmat’s catalogue shopping portal, Lasoo.
Since launching a digital version of its print catalogue, Howards Storage World has capitalised on the insights the analytics has provided the company. Not only does the company use the analytics to inform the design and theme of its catalogues, but the information is used to help inform stores with up to the minute, top of the sales funnel intelligence, thus helping them weight their product in favour of the most popular products.
Before the company moved to a digital platform, it had to rely on assumptions about how its customers were reading its catalogues. The structure and design of the catalogue evolved based on previous sales as opposed to the dynamic engagement insights offered by Lasoo.
The analytics provided by the Lasoo platform has changed the way in which the Howards Storage World team structure their catalogues.
For example, before the analytics proved otherwise, it was their belief that all the top products and offers should be located at the beginning of the catalogue. Lasoo’s analytics have shown the company that its readers read the full catalogue so they can afford to spread offers and hot items throughout the pages of the catalogue.
The marketing team has also been able to compare the performance of different issues to help them hone the cover themes. Whereas they might have historically run a specific laundry issue, they now broaden the themes of their catalogues so they are more universally appealing. It was hard data that let them draw this conclusion.
Not only that, but the company has been able to use the analytics to help pre-warn and inform its stores. On a weekly basis, the marketing team shares the top performing items in the catalogue that are generating the most interest. As a result, stores can refine their stock and product training ensuring that sales opportunities are optimised.
The company will shortly be experimenting with in page video content in its digital catalogue to further enhance engagement.
Howards Storage World Marketing Communications Manager Cathy Player manages the analytics provided by the Lasoo platform. She believes the analytics of digital catalogues are a greatly underestimated tool.
“One of the things I love about our digital catalogues is the opportunity to get intelligence that you can feedback to the stores.
“In the first week of the catalogue going out, I can quickly gauge where the product interest is. I go back to stores with the top 20 items that are getting noticed.
“In a specialty retailer sector like ours, it’s not like we are selling bread and butter where there’s a steady level of demand. We use the digital catalogue to introduce offers to the market and track which offers perform well.
“It’s definitely worth spending some time to understand the analytics. I now only need 10 minutes to go in and get the information that I need. The team at Lasoo helped me adjust the analytics to make it an easy process.
“As we shift into a more digital, service-related environment, it’s very much about being able to place your money into marketing activities where there’s a clear return. It’s one thing to look at analytics and feedback to the executive; it’s a whole other thing to circulate the analytics to the stores for them to make buying decisions around these analytics.”