Introduction to Catalog Marketing
Catalog marketing is a sales technique used by businesses to group many items together in a printed piece or an online store, hoping to sell at least one item to the recipient. Consumers buy directly from the catalog sender by phone, return envelope or online using information in the catalog.
Some catalog marketers act as intermediaries between consumers and manufacturers, while businesses with more than a few items create their own catalogs. According to Conquest Graphics, there are many different types of catalogs, including promotional, full-line and informational. This means you will have to evaluate your marketing goals and pick a proper catalog format.
Having a fundamental understanding of the concept and goals of catalog marketing will help you choose wisely.
Print Catalogs
A print catalog usually consists of a cover that announces what type of items the piece contains, followed by the items. Some catalogs feature a single product category, such as clothing, while others include a diverse collection of goods.
The catalogs contain photos and descriptions of the items, as well as prices and ordering information. Some come with order forms and return envelopes with prepaid postage. Others require shoppers to order by phone.
Catalog marketers use targeted mailing lists to increase sales and decrease the printing and mailing costs associated with waste circulation. Some print catalogs are included with items shipped to online buyers to generate additional sales.
Print catalogs may seem out of date, but according to the Harvard Business Review, print catalog mailings have actually been increasing since 2015.
Online Catalogs
To save on the cost of printing and mailing and to allow retailers to update prices, products and promotions more quickly, some businesses put their products in an online catalog.
The products are grouped and displayed in a similar fashion to a print catalog, but consumers can sort items by price, category, manufacturer or other criteria. These catalogs allow shoppers to purchase immediately, using a virtual shopping cart and an electronic payment method.
Single Company Catalogs
Some companies with many products produce their own catalogs. Examples include manufacturers of apparel, footwear, sporting goods, kitchen accessories, auto parts, home furnishings, lawn and garden items, health, beauty and food items.
The manufacturer might group similar products to allow consumers with a specific interest to quickly find what they want, or they might spread items throughout the catalog to make shoppers view more items, hoping to increase impulse buys.
The manufacturer processes the orders, ships the items and handles customer service, cutting out the cost of wholesalers or distributors.
Multiple Company Catalogs
Some catalog companies feature products from a variety of manufacturers, giving companies with fewer products a chance to make catalog sales.
This allows mass retailers to include more items in their catalogs. In these types of catalogs, you might see several competing products on the same page. The catalog manager takes direct payment from the consumer, giving a portion of the sale to the manufacturer after the money is collected.
Some multi-company catalog marketers fulfill orders from their warehouses, while others send orders to the manufacturer, who ships the item and handles returns and customer service.
Reasons Why Catalogs Are a Marketing Powerhouse
People engage through stories. They respond when inspired. While merchandising still matters, presenting your products in story form helps connect the reader to your brand on an emotional level to inspire action.
Studies show that consumers enjoy reading magazine-like catalogs. That’s why they spend time engaging with them. In fact, the average time spent looking at a catalog is 15.5 minutes and consumers tend to hold on to them for several weeks.
Catalogs are also a strong customer retention tool since people are even more likely to read and keep catalogs from retailers they have bought from before.
Catalogs not only provide the tangibility and power of direct mail, they’ve become an integral part of an Omni-channel campaign by driving customers to digital experiences. They’re now mobile, website and in-store traffic drivers.
In addition, catalogs remain an effective acquisition vehicle. A popular men’s clothing retailer reports that 20% of its website’s first-time customers are placing their orders after having received a catalog—and they are spending one-and-a-half times as much as new shoppers who didn’t receive a catalog first.
Reason #1: Catalogs Influence Purchase Decisions
Did you know that catalogs actually have a stronger influence on purchase decisions than websites or TV ads?
- 72% of people surveyed said that catalogs make them more interested in that retailer’s products.
- 84% have purchased an item after seeing it in a catalog.
Direct mailings are proactive and tactile—demanding that the recipient do something with it. And the better response rates make the return on the investment worthwhile for both retention and acquisition.
Idea worth implementing:
Feature additional content that helps your customer connect with your products and your company. Catalogs that include brand personality-driven content can drive increased sales. 65% of people said they would read additional content such as:
- Stories about how the product is used or was created
- Related articles that provide deeper information
- Customer or employee profiles
Reason #2: People Engage with Catalogs on a Deeper Level
The purchase experience has become a big deal. Even digital-native organizations have embraced print to better connect with and engage their customers and prospects.
It’s about moving people beyond a transaction to an emotional connection. Through stories and images, catalogs take people on a journey or even an adventure.
Research shows that:
- The average length of time keeping catalogs is 20.3 days.
- 84% enjoy getting catalogs from retailers they previously shopped with.
Idea worth implementing: Offer limited-time promotions. Studies show engagement with catalogs is strongest when sales are featured. Promotions create urgency and make it easy to reward your customers. 81% are more likely to look at a catalog if it features items on sale.
Reason #3: Catalogs as a Launching Pad for Multi-Channel Purchasing Journeys
Catalogs introduce new ideas. They create awareness and inspire consumers to buy through other channels. Research shows that catalogs are most successful when incorporated into an Omni-channel marketing campaign to drive customers to e-commerce sites to optimize purchases.
Idea worth implementing:
Extend your brand identity by using the same tone and imagery through all your media channels, including online, social media and print. Be sure to include multiple ordering options in your catalogs, such as website links, phone numbers or mail-in forms including Business reply mail.
Reason #4: Neuroscience Research Supports the Value of Physical Catalogs
By studying consumers’ brains, science is digging deeper into marketing to analyse what works and what doesn’t. The results revealed that “physical ads leave a longer lasting impact for easy recall when making a purchase decision [vs. digital].
Most importantly, physical ads triggered activity in the area of the brain (ventral striatum) that is responsible for [evaluating the] value and desirability for featured products, which can signal a greater intent to purchase.” To sum it up, science is now proving that direct mail such as catalogs delivers:
- Better recall over longer periods
- Stronger brand associations
- Deeper emotional connections
Idea worth implementing:
Map out your customers’ journey from awareness to purchase to gain insight into how catalogs would best fit into their experience. Are they print traditionalists or are they online shoppers who seek instant gratification? Gathering these valuable insights can help you create a catalog that gives your audience what they want and gives you the most bang for your buck.
Reason #5: Catalogs Bridge the Gap Between Physical and Digital Worlds
When paper and pixels converge, amazing things can happen. Catalogs offer the perfect physical platform for integrating dynamic digital technologies such as augmented reality (AR), dynamic QR Code®, near field communication (NFC) and much more. These technologies can help you deliver engaging interactive experiences that jump off the page to drive consumers to brand experiences they will remember, as well as to your digital properties, such as websites, mobile apps, social media, etc.
Idea worth implementing:
Leverage Informed Delivery® notifications, a new media channel from the U.S. Postal Service. This innovative feature gives you the opportunity to deliver a physical impression as well as a digital one—from a single mailpiece. This feature is currently a “value-add” at no cost to marketers.
Reason #6: Catalogs Evoke Strong, Positive Emotions
From the feel of the paper on your fingertips to the visual appeal of the images, catalogs give readers a real and multidimensional experience that stimulates multiple senses simultaneously. These physical experiences help make memories and connections. They also inspire readers with possibilities, helping provide an escape from daily stresses. Studies show that catalogs even help ease the anxiety around receiving bills.
Idea worth implementing:
One size doesn’t fit all. While your inventory may determine the size of your catalog, consider testing different formats and specialty sizes to see what your customers respond best to. Using innovative printing techniques such as textures and smells can also make your catalog stand out.
Reason #7: Catalogs Leverage Customer Data for Personalization
Thanks to large industry databases containing demographic information on millions of households, targeting with catalogs is much easier now. And thanks to online purchasing, many retailers have amassed their own databases that can be used to segment their customers by type and buyer behavior. Identifying niches and verticals helps you target only high-quality leads—so you get the right catalogs to the right people. For example, you can showcase a distinct group of products to a target audience, such as golfers or cooks, who are more likely to purchase, which ultimately
helps increase ROI. Segmenting also helps offset catalog production costs because they are going to customers who have shown interest in a particular product category.
Idea worth implementing:
Personalize/customize your catalogs using customer data from past purchases to highlight products they’ve shown interest in. This helps you anticipate their needs and drive loyalty. It can also help you send fewer catalogs to those with lower purchase intent and more to those with greater intent.
Reason #8: Catalogs Enable Attribution and Measurable Results
With budget pressures on marketers to prove ROI, attribution is more important than ever. Armed with the knowledge of which lead came from where, you can better assess if your catalogs are meeting your goals. Depending on performance, you can then adjust your inventory, copy, visuals, offers and digital drivers as needed. With their definitive mail dates and customer and source codes, catalogs are easy to track. Telephone, mail and online orders as well as special promotions can all be tracked with codes, so you can attribute a sale to a specific catalog. Driving customers to a digital app from your catalog also provides instant traceability.
Idea worth implementing:
Measure the effectiveness of your catalogs using key code capture and match- back programs so that you can track who bought what and when. Many retailers are syncing up their online customer databases with their catalog data, so they can test what happens when they are synced with other channels.
Reason #9: Catalogs Deliver Ease, Convenience, and Relaxation
Catalogs let consumers slow down, browse at their own pace, and enjoy a distraction-free shopping experience.
They also save time by curating a focused product selection, which is why consumers find them enjoyable and fun to browse.
Idea worth implementing:
Send catalogs quarterly or seasonally to build anticipation and excitement for their arrival.
Reason #10: All Generations Love Physical Mail—Especially Millennials
Even though millennials are a digital generation, they appreciate the uniqueness of physical mail.
Survey Highlights (USPS):
- 81% look through mail daily
- 67% prefer physical mail to emails
- 64% look forward to receiving mail
Baby Boomers and Gen Xers also associate catalogs with nostalgia, curiosity, and excitement.
Idea worth implementing:
Ensure mailing lists are accurate and up-to-date. USPS offers a free Address Quality Analysis (AQA), or you can use licensed vendors for address hygiene.
Understanding Webstores
A Webstore is a standalone website, separate from the Bonanza Marketplace, where shoppers can buy your items. It’s a place where you can build your brand and control your online presence.
You can personalize your Bonanza Webstore with a custom URL, unique designs, and various customizations.
Do You Need a Booth to Open a Webstore?
Yes. Because your inventory is managed through your booth, you’ll need a booth to run a Webstore. If you don’t have one, it will be automatically created when you sign up.
Booth management benefits include:
- Importing inventory from other marketplaces (eBay, Amazon, Etsy, CSV)
- Smart batch editing tools for large inventories
- CPA-based traffic options to Google Shopping, Bing Ads, and Bonanza Affiliate Network
Why Get a Webstore if You Already Have a Bonanza Booth?
Selling in a marketplace is great, but if you’ve ever wanted your own standalone eCommerce website, Webstores are your solution.
Webstores are ideal for sellers who want:
- To build their own brand
- To manage their identity independently
Booth vs Webstore: Key Differences
Fees and Pricing
- Booth: Free listings, but a commission (final value fee) on sales
- Webstore: Keep 100% of your sales, with only a $25 monthly subscription (or $255 annually)
Item Listings
- Booth: Items appear on Bonanza.com search results
- Webstore: Items appear both on Bonanza.com and your custom website
Customization
- Booth: Limited banner customization
- Webstore: 10+ themes, GIF/video banners, custom product layouts
Webstores vs Marketplaces
Within the digital economy, both marketplace platforms and standalone online stores are powerful eCommerce models. Each has its own strengths and weaknesses.
What is a Webstore and a Marketplace?
Webstore: A single seller directly selling their inventory. Example: Topman.co.uk
Marketplace: A platform connecting multiple buyers and sellers. Example: Etsy.com
Marketplace owners manage platform operations and charge transaction fees.
Why Sell on a Webstore or Marketplace?
You can sell using:
- SaaS-based platforms like Shopify or BigCommerce (for webstores)
- Marketplaces like Amazon, eBay, or Walmart
A USPS and comScore report found 97% of consumers browse marketplaces before making a purchase.
Benefits of Selling on a Marketplace
1. Easy to Get Started
No need for domain, hosting, or complex setup—marketplaces handle everything.
2. Mobile Apps and Reach
Marketplaces offer mobile apps that extend product visibility and increase sales.
3. Multiple Payment Options
Marketplaces integrate various payment gateways to reduce cart abandonment.
4. Faster Shipments
Fulfillment programs like FBA (Fulfillment by Amazon) handle logistics and shipping for sellers.
Selling on a Webstore
Owning a webstore provides full control—like having a digital version of a physical store. Customers visit your web address, browse products, and make purchases online.
You can create your store using different methods based on your time and budget.
Why Do You Need a Webstore?
Your products need visibility and brand identity. A strong logo, tagline, and voice help create distinction and recognition that marketplaces can’t offer.
Benefits of Opening an Online Store
1. User Interface
SaaS platforms like Shopify offer:
- Customizable themes
- Multilingual options
- Order, pricing, and shipping management
A well-designed UI creates a great first impression for customers.
2. Take-Home What You Earn
No listing or sales fees—just maintenance and payment gateway charges.
3. Build Your Customer Base
Webstores allow email marketing and customer data access to grow loyalty and reduce marketing costs.
Setup Cost of Marketplace and Webstore
- Marketplaces: Usually free upfront, but charge 5–20% commissions per sale.
- Webstores: Require setup costs; for instance, Shopify starts at $29/month (excluding payment gateway fees).
Best Webstores and Marketplaces to Sell Products
Top Webstore Builders
Weebly
Pros:
- Free eCommerce on basic plan
- Unlimited items
- User-friendly platform
Cons:
- Ads on free plan
- No custom domain
- Not suitable for large enterprises
Big Cartel
Pros:
- Ideal for creative products
- No transaction fees
- Helpful prompts during setup
Cons:
- Limited to 5 free listings
- Requires third-party apps for digital goods
Popular Online Marketplaces
Amazon
- Access to 100M+ Prime members
- Global customer reach
- Choice of selling plans
eBay
- 168M+ active customers
- $95B annual GMV
- Ideal for diverse sellers
Walmart
- Access to 440M+ visitors (including Jet.com)
- No monthly or setup fees—commission only
- Invite-only seller program
