Stated plainly, the universe of catalog buyers is in decline. We must try to understand why almost 45% of Americans continue to choose not to purchase by catalog. While the Internet offers hope of attracting new customers, most of us need business any ethical way we can get it.
Last issue we began our look at recent research by Direct Marketing Association focus groups on why consumers don’t do more shopping by mail (“Preaching to the Non-converted,” DIRECT, Sept. 1). Here are a few more problems and solutions.
Problem No. 4
Catalogs aren’t easy to shop from.
Inconsistent clothing sizes and concerns about how accurately products are portrayed were among the biggest complaints from focus group participants, who called some catalogs “misleading.”
The perception problem is compounded because in too many cases product quality can’t be determined from catalog photos and copy.
Solution
It isn’t possible to synchronize clothing sizes from a variety of manufacturers. But it is possible to let customers know if a garment runs large or small. An added bonus is that giving size guidance – in the copy and on the phone – could substantially reduce the number of returns and costs.
And no, just putting a sizing chart on the order form does not suffice. How many people do you know who have a tape measure handy? Don’t give up that chart, but remember that many catalog shoppers choose to shop by mail because they don’t have extra time. Go the extra mile and let everybody know this is a service your company offers.
Accuracy of product depiction is another thing: I’ve found I’m sending more and more products back. Maybe it’s increased density (resulting in smaller pictures), maybe poor photography, but a lot of items sure don’t look like what I thought I was ordering. This is a real problem with clothes that are shot in the most flattering manner. That’s smart, but not if the garment looks much, much different if seen in any other pose. Ditto for fabrics. Tiny photos don’t allow texture to be seen, causing unhappy surprises. Shoot it clearly, swatch it big enough to understand the texture and help with sizing concerns – especially for more challenging materials such as the newer stretch fabrics that cling.
Show the quality for what it is. Most consumers understand “You only get what you pay for.” In other words, don’t make a $30 lamp look like one that’s $300.
The current craze for silhouetted, unpropped products doesn’t exactly help customers understand what they’re buying. I once ordered a mirror for a bathroom that would have been better in a ballroom. Who reads those little numbers anyway? Shoot and prop products so they look like what they are.
Tell readers to take the catalog into the room where they’d actually use the item and see how it looks. Tell them how they can use the picture in the catalog to show that the product under consideration goes with an existing wardrobe item or decor. This is a big advantage stores don’t have, and yet we don’t promote it.
Problem No. 5
Catalogs are not trustworthy.
Unless you have a name consumers know, you are less likely to be trusted than a brick-and-mortar retailer. One of the reasons catalogers can’t break through to that untapped 45% of the public is that people really don’t know much about us.
The other reason we’re considered less-than-trustworthy is the manner in which catalogers present their products (see Problem No. 4).
Solution
The need to be better known, at the least possible cost, highlights why word of mouth is so important to catalogers that, with a few notable exceptions, spend little on advertising their brand. It’s time to rethink that strategy. Being in the mail is no longer advertising enough. Look to the Internet, co-op ventures and other deals for cost-efficient ways to get your name to a select audience.
If you can’t do this, scream whatever credentials you have from the front and back of your catalog. This is your only chance to get the non-user to understand you can be trusted. Use years in business, store locations, people behind the book – anything you can think of – to establish the fact that your business is serious and will be there when a customer needs you.
Problem No. 6
Catalogs don’t understand my wants and needs.
Catalogers give consumers fantasy and entertainment, but it isn’t necessarily enough to get them to order. We send them loads of catalogs, just not the ones they want. They like that we offer “specialty” items, so don’t assume you need to jam everything into one book.
Solution
One of the reasons consumers look, but don’t shop, is that they don’t trust pictures. As we mentioned earlier, accuracy in presentation is long overdue. Most of us aren’t out to deceive, but have just been sloppy. Make it a real point to put more time in your production schedule so you can make certain every shot treats the product well. Make it clear to your art department that you will not put up with inexact representations.
Be sure to tie any fantasy or entertainment directly to your product line. Williams-Sonoma, with recipes that require specific cookware, is a real pro at this.
Helping potential customers get the catalog they want means better database work as well as two-step requests. Smart overlays are generally well worth the investment. Advertising the catalog lets customers select on their own.
This is only a sampling of what’s been on the minds of those who don’t shop by catalog. How has your company tried to spread the religion of DM to nonbelievers?
Send your thoughts to us at [email protected].
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