Retail convergence the name of the game

Consumers in the second decade of the 21st century have multiple ways of shopping:  stores, online, or catalogue.  Today’s retail convergence is driven by consumers and emerging technologies more than ever before.

A new survey of US consumers by Buzzback Market Research indicates that more than four in five shoppers are more likely to choose a company that allows them to interact online or via a mobile or self-service device. Other findings include:

• 64% of shoppers are using the Internet more frequently to research products and prices
• 27% of shoppers said they use their smartphones in-store to access peer-review or social- networking sites for product recommendations

Richard Linevesky, president and co-founder of catalogs.com, which features some 750 retailers, says, “A printed catalogue has to communicate both the visuals and product description on one page. An online catalogue can focus first on product display and images, and then provide a full-product description should the customer click for more information.”

However, the big advantage for differentiation of online catalogues is interactivity. The digital world offers benefits that print doesn’t, such as Sears’ themanysidesofme.com, which allows young, fashion-conscious women to create their own unique style by offering a curated assortment of individual fashion items, put together their own fashion look, and click to order immediately.

John Goodman, executive vice president of Apparel and Home for Sears Holdings says, “We’re engaging conversations around the multi-faceted modern woman and how she interprets fashion: she’s a digital native who focuses on her goals and overall ‘framily’ (friends + family) and strives to truly achieve balance in work and life.”

Neiman Marcus’ online catalogue philosophy is to allow all Internet users to have the same catalogue experience as its loyal, big-spending customers who receive the catalogues in the mail.  During late 2010 the company introduced a number of its apparel, accessory, and holiday catalogues online and on iPad, but the digital versions were identical to their printed cousins.

Online catalogue strategists believe that the same formula that has made the catalogue such a successful direct-selling vehicle in print format will be necessary in online catalogue development: consumers’ brand loyalty and desire to see what a retailer can offer them.  The future of the online catalogue will be shaped by leveraging technology, following customers’ desires, and fully taking advantage of social media opportunities.