Catalog digitalization : 6 keys to success
The government’s OUI PUB scheme, already in place since September 2022 in 11 french conurbations, only reinforces a trajectory that’s already well underway : the end of unaddressed papaer catalogs.
Unaddressed printed matter, in other words the catalogs we find in our mailboxes, suffers from a number of ills. First of all, it is perceived as a pollutant, both literally and figuratively, since unclaimed it can appear intrusive, and because by its physical nature it contributes to increasing household waste… It is also the victim of a generational divide, with younger people no longer seeing their physical mailbox as a desirable point of contact, and reading physical media is gaining less and less attention in view of the time spent on digital platforms and social networks. And last but not least, with the cost of paper rising phenomenally and energy prices rising sharply too, it’s also losing its competitive edge, especially in areas where the Stop Pub scheme is in force.
42% of consumers believe that paper catalogs are a form of waste.
Source : ADEME
This statistic demonstrates the need for retailers to adopt a change management approach. This can mean a digital revolution, with new catalogs in pdf format.
For all these reasons, it is urgent to rethink the dispaly of its commercial offer and to focus on the digitalieation of catalogs
Let’s make no mistake about it: while the paper version may be encountering the problems mentioned above, the medium itself, with its concept of showcasing a retailer’s offering according to a commercial theme and/or sectoral focus, still has every legitimacy to exist.
70% of French people consider leaflets to be the best way to optimize their purchasing power.
Source : larevueduprospectus
And the digital version of the catalog has naturally been adopted by some customers, making it the most consulted section on food retailers’s websites.
This digital transformation will profoundly change the customer experience. Retailers will need to support their customers in this digital transition with a clear and effective communication strategy. Older people are not familiar with the digital culture, and will need to be supported in using these new point-of-sale tools.
42% of French people already consult an e-catalogue at least once a week.
Source : Ipsos study for Facebook “Les attentes des français en matière de prospectus”, July 2021
76% of French people say they are interested in personalized promotions. They find digital promotions
More practical 48%
simpler 41%
More ecological 27%
Source : Ipsos study for Facebook “Les attentes des français en matière de prospectus”, July 2021
In the same way that you create a digital showcase for the most bankable parts of an e-commerce site, it’s highly strategic to build a digital version of your catalog, with certain adaptations to increase its effectiveness and appeal.
Create an automated graphic charter
The advantage of an e-catalog over a print catalog is that content can be updated in real time. Linked to a collaborative database, it can benefit from price and part number updates, as well as additional information. For this to happen without damaging the rest of the e-catalog, it’s important to have initially planned layout templates that automatically adapt to the integration of new data. This very specific ” creative automation ” expertise is one of ARISTID’s services dedicated to the digital transformation of your communication media.
Don’t overlook responsivness
The e-catalog’s “responsive” adaptation to all consultation media – smartphone, tablet, computer – is also a crucial challenge. The development of the e-catalog must enable complete and pleasant consultation whatever the medium. Product data sheets and page layouts must be available in a variety of formats, to make reading as ergonomic as possible. Additional information must be able to be activated.
Structuring databases
Product data import flows must be perfectly structured and filled in to feed pages and publications. The e-catalog is a way of showcasing an offer, and customers interested in this offer should be able to obtain more information and directly access a digital e-commerce path if they so wish.
Drastically reduce supply
An online e-catalog is browsed for an average of 2 to 3 minutes, and cannot be viewed as quickly as a print catalogue, so pagination needs to be reduced to maintain efficiency. The way the catalog is structured will also be different: visitors will use the table of contents to get to the categories they’re interested in more quickly, so we need to work on the theming and structure of the table of contents as a real purchase trigger.
Create trade activators
Cross-merchandising between categories and call-to-actions also help to increase consultation time and the number of pages visited. E-catalog consultation formats should be used with a different UX logic from that of double-page “print” reading. Readers will be able to navigate between sections thanks to links or filters that obviously don’t exist in the print version. These scenarios can give rise to interactive creativity to bring the content of the offer to life.
Towards customization
At ARISTID, we believe that the future of e-catalogues lies in the personalization of their content. This is the key to creating greater commitment and satisfaction among recipients. This automated medium, which can be distributed to an unlimited number of customers, makes it possible to reduce the number of offers per e-catalog and better trigger interest.
We launched personalized e-catalogues with our retail customers in September 2022, and the first results are very positive in terms of engagement and reading time.
These innovations open up new creative territory for retailer marketing, enabling them to pilot a different sales action plan for each customer.
OMNIPUBLISH is the technological solution that enables you to digitize your catalog in a simple and attractive way.
By choosing OMNIPUBLISH, you can enjoy all the advantages of catalog digitization, while benefiting from a high-performance technological solution!