Typical thinking, says Scott Silverman, executive director of shop.org, is that online shopping would spell the end of catalogs. But not only is that not the case, online shopping has, in fact, created a resurgence of catalogs.
Why? “Retailers see such a strong relationship between when a catalog mails and when online sales pick up that we are seeing retailers make investments in catalogs. They are quite popular,” Silverman says.
The e-shopping executive notes that while retailers stay busy managing their brick and mortar stores, their online stores and their catalogs, customers make no distinction whatsoever among channels.
“They expect,” Silverman says, “that the channels are going to be operating together, that they’re going to be complementary to one another; that they’re going to be synchronized.”