May 11, 2004, 12:00 AM

E-Catalogs help to woo customers new to web shopping, study says

Among e-retailers who deploy an e-catalog, 87% find it brings value to their customer relationships – especially for new customers uncomfortable with the retail web shopping environment, The E-Tailing Group reports.

Among e-retailers who deploy an electronic version of their paper catalog in a "Shop the Catalog" feature, 87% find it brings value to their relationships with customers – especially for new customers uncomfortable with the retail web shopping environment, The E-Tailing Group Inc. reports.

"Today the industry is looking to transition more newbies who are not yet comfortable with the web’s non-linear landscape," Chicago-based E-Tailing Group says. "’Shop the Catalog’ is an ideal vehicle to entice this untapped shopper base."

Among the benefits e-catalogs offer merchants are sales conversion rates equal to or higher than conversion rates attained through other web sales or paper catalogs; a familiar buying format for luring traditional catalog shoppers; and a relatively low-cost method of distributing catalog material, through e-mail, compared to the cost of sending print catalogs, E-Tailing Group says.

Among the advantages E-Tailing says are perceived by customers: images that are typically sharper than those appearing elsewhere on a web site; the ability to find a particular item by flipping through the e-catalog’s pages if a site search function is inadequate; the ability to view product displays that appeared in a discarded print catalog; and the option to e-mail an e-catalog product listing to a friend.

The study, which covered 52 catalogers, found that 58% described online catalogs as "valuable" or "very valuable," and another 29% described them as "somewhat valuable." The study also noted that 40% of the retailers in the survey offered a Shop the Catalog feature, up from 32% last year. In addition, it noted that 90% of respondents offered an online catalog-request form, up from 86% last year, and that 81%, the same percentage as last year, offered an online catalog quick-order feature.

 

 

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From The IR Blog

FPO

Jason Miller / E-Commerce

Six steps to take to make your site ready for the holidays

Images, tags and mobile performance are among the key areas to focus on in the ...

FPO

Anna Buchalova / E-Commerce

Four e-commerce metrics that can help increase ROI

Many e-retailers focus on conversion rate, but here are four less-obvious ways to analyze your ...

Advertisement