Over the years, we’ve seen retailers add more and more media to their Toy Sale pre-promotion armory, building awareness and excitement amongst children and hip-pocket-conscious parents alike. Toy retailers invest a huge portion of their budgets in television advertising, outdoor, press, radio and online and lots of this promotional activity is in anticipation of the Toy Sale catalogue arriving in the letterbox.
So how does the catalogue and all the fancy new technology bring it all together?
Catalogues are now being used as a way to promote and encourage many different paths to purchase beyond the traditional store visit – including smart phone applications that power interactive browsing, clever online shopping integrations and the growing “click and collect” option for consumers.
Whilst the humble QR code has become relatively mainstream, it’s the newer image-recognition technologies that are enabling consumers to ‘scan’ any section of any page to view ‘virtual content’ (pages that sit behind pages, but only in a virtual sense), watch product demonstration videos or infomercials, share favourite offers with friends through social media, and ultimately build a shopping list to purchase later or right on the spot.
So if the future of the catalogue is so ‘digital’, why are toy retailers not just publishing their catalogues online?
They are, but to support and compliment their print catalogues. Print catalogues have the power to interrupt in a way that online catalogues and ecommerce can’t. Research shows the printed toy catalogues win first place above all other media as the most useful media for information when purchasing toys.
As a preferred source of information, consumers are also retaining catalogues for longer periods of time; over one third (37%) keep their catalogues for at least five or more days (Roy Morgan). For the Toy Sale campaigns, which typically last for 2-4 weeks, retailers invest in a high quality catalogues because they know it stays on the kitchen table for longer than most other catalogues.
It’s absolutely clear that the integration of print media and digital technologies is here to stay. With the push towards driving consumer purchases both in store and online now, and with the Toy Sale being the hyper-competitive retail season it is, July will be a great time to watch in the catalogue space. By successfully leveraging the strengths of printed catalogues and marrying those with the new interactive technologies and supporting mainstream media channels, retailers will create truly engaging and interactive experiences for their prospective customers.
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