Catalog and Technology-Aided Formats.
The time-honored catalog
marketing channel dates back to their use by department stores to extend
merchandising abilities to a predominantly rural U.S. population in the late
1800s. Catalog use has expanded dramatically to follow the buying habits of
consumers and institutions. Although it continues to be a threat to traditional
merchant wholesaler-distributors, through mail order and links to technology,
catalogs have become sales tools for some wholesaler-distributors. The format
should be evaluated carefully in all sectors of the market, as follows:
a.
Specialty Catalogs.
Uses catalogs to promote a narrow range of special
products or services. Mailing to potential and repeat customers. Orders come
in by mail or phone.
Examples: Eddie Bauer, Bass Pro Shops, Williams Sonoma.
b.
Business-to-Business Catalogs
. Similar to specialty catalogs except that
the product and customer focus is on business.
Example: Moore Business Forms.
c.
Television Home Shopping and Satellite Networks.
Heavily depend-
ent on technology, these methods offer shopping in the comfort of people’s
homes. Also has business applications. Orders are placed by phone.
Example: Home Shopping Network.
d.
Interactive Merchandising.
Could embody many of the attributes of the
three preceding types, but also allows for extensive, interactive, in-store capa-
bilities, as well as online ordering. It may offer inventory checking or physical
modeling capabilities and unusually extensive communication linkages.
Example: Rockar Hyundai store which dispenses with commissioned sales
people and instead uses interactive hi-tech displays and gadgets along with
human “brand angels” to educate consumers on car features.
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e.
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