Well, it’s a new year and, according to the experts, retail in 2019 will be driven by new technologies and evolving consumer attitudes and preferences as buyer demographics continue to skew younger. It’s both new AND old news, in that we hear some version of this every year. However, that’s because it’s true. Marketers who accept this and adapt accordingly will likely fare much better in the coming year.
Catalog marketers in particular face unique challenges in the evolving marketplace. Tech-savvy, younger consumers look for very specific things from the brands they buy. They want brands that reflect their beliefs and values. They expect convenience and responsiveness. And when they shop, regardless of the channel, the “experience” itself is often as important as what they buy.
So, the question is, in today’s tech-driven, multi-channel world, can catalog marketers compete?
The answer is absolutely… if catalog marketers are willing to evolve to meet their customers’ needs and be more than just a “price and item” transactional vehicle.
Five things catalogers can do to remain viable:
- Know your customer. Marketers can never know too much about the people who buy their products. Consumer tastes and preferences change constantly and catalogers need to stay ahead of the changes. Commit to an ongoing/regular customer research program to eliminate surprises.
- Stand for something. Many catalogers offer quality products.The brands that stand out and apart from the competition typically are built on a belief or cause that resonates with the target customer. The “do-well-by-doing-good” philosophy, when authentic to your brand, is a powerful way to differentiate your brand.
- Tell your brand story. Who you are matters. More than ever, consumers want a “relationship” with the brands they buy. Make sure your brand has a well-articulated story and that your values are clearly part of that story.
- Offer unique products. Your products should be curated and tailored to the target customer. The best way to stand apart from the competition is to include hard-to-find items not available elsewhere.
- Make the buying experience easy and seamless. Time is important to today’s consumers. Ordering, regardless of platform, should be quick and efficient and hassle-free. Buyers will sometimes knowingly pay more for an item on Amazon because the purchasing process is so easy.
Of course, there are many factors that will contribute to catalog marketers’ success. These are just a few tried-and-true approaches that have helped our clients find success.
Whether you’re a new brand hoping to capture the market or a mature brand looking for new customers, we’d love to help you reach your goals in the New Year.
Tags: branding, chris hayes, customer journey