High street retailers and websites in the UK are returning to traditional catalogues and leaflets to grab the attention – and spending power – of shoppers stuck at home during the biggest shopping period of the year.
With most stores closed and a large proportion of people working from home, many have more time to pick up the post and browse through catalogues.
As a result more catalogues are dropping on doormats this year as brands try to get an edge on competitors by going beyond digital ads and emails and putting beautifully photographed pictures of products directly in front of potential shoppers.
Beth Butterwick, the boss of Jigsaw, said the fashion chain had sent more catalogues this winter after getting a surprisingly strong response to its usual mailouts.
“It’s a brilliant way of keeping a brand front of mind during lockdown,” she said. “On average, people will spend three or six minutes on a website but a catalogue or direct mail can lie on a coffee table for a month to six weeks. If there’s something you quite liked you can keep going back.”
The move was driving people to the website, she said, while traditional customers that would usually buy in store were increasingly phoning in their orders. “We’re getting massive volumes of calls to our call centre because customers don’t want to wait in the event that [stores aren’t open] on 3 December.”…