The printed catalogue is not dead — far from it. Despite the rise of digital marketing, brands that invest in catalogue production continue to see measurable increases in traffic, customer engagement, and sales.
Why Brands Are Returning to the Printed Catalogue
Many businesses abandoned print in favour of cheaper digital channels. Some are now reversing that decision. US retail giant JC Penney shelved its famous catalogue, then resumed production after sales declined. The reason was straightforward: the catalogue drove store traffic and generated significant sales in its own right. New management had underestimated the link between catalogue distribution and revenue.
That pattern is repeating itself across the UK and US retail sectors. Understanding why consumers respond to print is the first step to using it effectively.
What the Engagement Data Shows
A 2014 survey by MarketReach produced compelling evidence for the printed catalogue’s continued power:
- 60% of consumers visited a retailer’s website within a week of receiving a catalogue
- 50% of those visitors then spent £40 or more on their first purchase
- 70% of consumers kept their catalogues for at least a month; a third kept them for up to a year
- Average catalogue browse times ranged from 5 to 30 minutes — compared to 11 minutes for online browsing
These figures make a strong case for including a printed catalogue in your wider marketing strategy. For context on how print fits into a broader plan, see our post on the future of print management.
Why Consumers Still Value Print
Consumer buying journeys are not linear. A shopper may know they want a new dining table but not yet know which style or brand appeals. A printed catalogue helps at that early, exploratory stage in a way that keyword search cannot.
Catalogues put products in context. Descriptive copy and lifestyle imagery create a richer picture than white-background product shots. They allow readers to absorb, reflect, and discover — rather than simply search and compare. That slower engagement builds intent, and intent converts.
Our post on why to use a print management company explores how professional management reduces the cost and complexity of catalogue production.
Getting Your Catalogue in Front of the Right Audience
In 2014, the top 100 print magazines had a combined circulation of over 19 million. The top 100 digital equivalents had fewer than 514,000 subscribers. Print reaches people at home, in an environment where they are receptive and unhurried.
Retailers who include a catalogue in their marketing mix — whether by mail order or in-store distribution — consistently report higher consumer engagement and improved conversion rates. A printed catalogue is not a standalone channel; it amplifies the performance of your digital presence.
Ready to put your catalogue in front of an active audience? Explore our catalogue fulfilment services and print management solutions, or get in touch to discuss your requirements.