Catalogs provide customers with
descriptions and prices for the items offered by the company, as well as
forms to use for ordering and delivery.
For many businesses catalogs are the backbone of their customer
sales. Catalogs provide customers with descriptions and prices for the
items offered by the company, as well as forms to use for ordering and
delivery. New technology in the printing industry has vastly improved
the quality of today’s catalog, while at the same time dramatically
decreasing the cost businesses pay for bulk orders. Today even the
smallest company can reap the benefits and revenues generated from
quality, inexpensive, catalogs.
Many businesses now choose to operate strictly through catalog sales.
Eddie Bauer is an example of a company that choose to operate that way
until fairly recently. Its growth is an example of the strength of
catalog sales. Many businesses have chosen to follow this business model
and offer their products directly to customers only through printed
catalogs with no retail stores at all.
The primary advantage of a catalog based business is the savings
businesses receive from the set up and maintenance of a retail space.
Businesses do not have to pay sales associates, rent, or utilities, as
the catalog serves as their only storefront. Companies need only pay for
less expensive warehouse space and shipping personnel, and see a large
increase in profits. Additionally, companies can increase sales by
passing some of this savings onto the customer. Of course for a catalog
only company to be truly successful they need to attract customers with
a quality catalog.
Just producing a catalog is not sufficient. Your catalog must be
eye-catching to your client base. These days that includes vibrant
color, attractive pictures, and well written text. The good news for
today’s companies is that printing costs have fallen dramatically.
Advances in computer technology have cut the costs of quality printing
to about one third of what they were using the old lithographic
technology. For many businesses this results in larger catalogs that are
much more attractive to customers for the same price.
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