EnterWorks CEO explains importance of print catalogs in reaching and converting shoppers across channels
STERLING, Va. – November 11, 2015 – According to EnterWorks, a market leader in master data solutions for transforming product information into persuasive and personalized content, the combination of print and web catalogs is a defining element in omnichannel shopping experiences.
Digital catalogs and product images are essential tools in engaging online shoppers in their research cycle for products, but the reverse is also true for print counterparts mailed to homes or available at a store, which can drive both drive web traffic and catalog-based orders. According to the Direct marketing Association, 90 million Americans make purchases from print catalogs.
“Engaging consumers through digital channels is increasingly critical to successful omnichannel commerce, but having a physical catalog in the consumer’s home is still a powerful vehicle for retailers and direct marketers,” said Rick Chavie, CEO of EnterWorks. “Consumers respond well to the look and feel of high-quality catalogs, whether they are purchasing high-end furniture and need detailed product descriptions or searching for fashion apparel and need rich images.”
For retailers focused on categories such as cosmetics and handbags, where the customer base is comprised primarily of women, print catalogs are extremely effective at driving sales. In a survey of women ages 18-30, nearly 90 percent of respondents said they bought items they first saw in a catalog. Print catalogs can also raise brand awareness among consumers who aren’t familiar with the retailer or its products.
“There are so many ways that brands can leverage print catalogs, so it makes sense for retailers to deploy rich images and content through a common product information management system to serve both physical and digital commerce,” continued Chavie. “Marketers and merchants who appreciate the precision of digital marketing are finding that personalization and targeting of segments applies equally well to consumers who enjoy print catalogs as part of their shopping experience.”
To learn more about EnterWorks and how it can help brands incorporate print catalogs into their commerce strategies, visit www.enterworks.com.
EnterWorks Enable® software acquires, manages and transforms a company’s product information into persuasive and personalized content that enables differentiation, higher sales and new competitive strengths. By improved orchestration of the content value chain, companies can transform their product data and content, associated images and videos, brands and other marketing assets across digital and physical channels supporting marketing, sales and omnichannel commerce.
A leader in multichannel publishing, enterprise workflow and data management that is committed to helping company’s orchestrate the content value chain for differentiated advantage, EnterWorks customers already include some of the world’s largest consumer brands, industrial manufacturers, distributors and retailers in office and building products, electronics, medical supplies, fashion products and cosmetics, as well as service industries. These customers use EnterWorks Enable to import product information faster, master it along with related data domains, manage and enrich it through enterprise collaboration and deliver it in the form required by each selling channel.