• Hamelin proves the catalogue is here to stay

        • With much talk about the growth of online purchasing and the demise of the traditional catalogue, some wholesalers and dealers have suggested the catalogue has had its day. Not content to react to hearsay, Hamelin Brands decided to conduct some research and found that catalogues are still a very important tool with purchasers of stationery.

          Over 55 per cent still use the catalogue as a start point in their purchasing journey, whether they go to order online or over the phone. Also, when looking for new products, 32 per cent of purchasers use the catalogue to do their research. These are high numbers of users and so those dealers that continue to produce catalogues, improving layout and ease of use, may find they have a competitive advantage in the market place.

          It’s not only Hamelin that are seeing catalogues as an important selling tool, IKEA print 200m catalogues a year worldwide and still use print as an important part of engaging with consumers. Argos also still prints more than 20m copies of its catalogue every year across two seasonal versions, despite the company’s plans to cut the print run by 50 per cent, as part of a five-year modernisation programme.

          John Walden, Argos’ Chief Executive said, “paying attention to customer demand and feedback has shown that the predicted paths and expected patterns in consumer behaviour aren’t always reliable. The unexpected ongoing desire for Argos catalogues perhaps reflects that while we may expect businesses to keep up with change, customers don’t always like to be the ones enforcing the change.”

          Where Hamelin found some change in behaviour was in the source of information for promotions and offers, 70 per cent cited email as the primary source of information, so standing out in the Inbox and preventing an automatic delete is the challenge for those trying to cut through.

          As the new catalogues are issued in the New Year, it is a good time to remember their importance. 

        • Stay up to date - Click here and register for FREE Channel Info online membership and enjoy unlimited access to a host of benefits including the exclusive members area of the website, downloadable business tools, current and back issues archive, priority breaking news alerts, weekly e news summary and the Channel Info app

        • Related Articles

        • How to Boost Employee’s Productivity in an Open Plan Office

          How to Boost Employee’s Productivity in an Open Plan Office

          Wednesday 11th Jul 2018
          According to a recent Harvard study, workers in open plan offices have 70 per cent less physical interactions with other colleagues, making teams less collaborative as the majority choose to email each other than bringing the conversation face to fac...Read More...
          Should we be worried about contactless card fraud?

          Should we be worried about contactless card fraud?

          Wednesday 11th Jul 2018
          Latest figures from The UK Card Association shows 73 per cent of all debit cards now issued in the UK are now contactless and this figure is set to continue to rise. Here, DURABLE discusses contactless payment fraud and how to prevent it. In 20...Read More...
          How MSPs can thrive in a cloud-centric world

          How MSPs can thrive in a cloud-centric world

          Monday 9th Jul 2018
          Managed Service Providers (MSPs) play a crucial role in helping businesses to scale, globalise, innovate and thrive in today’s connected age. But the journey hasn’t always been so easy. MSPs have been forced to evolve from their co-locati...Read More...
                • About Us

                  Channel Info is the leading source of business news and information for the office dealer and reseller market. Our multi-platform approach delivers relevant, engaging and focussed content via our main printed magazine, supplements, website, digital editions, apps, newsletters and bespoke communications with an unrivalled reach across the industry. A highly trusted and respected brand for many years, the team behind Channel Info has over 60 years experience collectively in the office products, furniture, equipment and technology markets Channel Info continues to develop and adapt in order to meet the changing information needs of its readers.

                  For our latest Media packs and more details on our range of services click here

                • View Latest Issue