The tangible nature of a print catalog makes it great for product browsing, as it is readily available and visible for weeks on end. Another plus is that competitive offerings are limited when merchandising via a catalog, making the catalog even more valuable in niche markets.

Small to medium online retailers should examine the costs for development, including: list management, creative design and layout, distribution processes, and postage fees. Conversion rates in catalogs frequently trail their eCommerce store counterparts however, so utilize conservative conversion metrics when developing your ROI model.

Within the first page of the catalog, consider outlining your unique value proposition (Why would a consumer shop at your store?) and provide details to your cross-channel policies (how orders can be placed and returned etc). Make sure to include your URL (ex. http://www.yourstore.com) in bold writing on every page in the catalog and include catalog “quick shop” numbers (usually 5 digits) so shoppers can quickly locate exact products viewed in the catalog on your website.

Unique strengths within each channel

Now although catalogs can be great selling tools, they are sometimes limited in their ability to provide deep levels of customer interactivity. Product content and imagery may be limited by catalog page space constraints, leaving the shopper with unanswered questions. In businesses with large assortments, not all products can make it into to the catalog. This can also create consumers being unaware of products that may meet their needs.