Prioritising catalogues – the mainstay of the company's success
The catalogue retailer for IT and telecommunications products produces nearly one million catalogues each year for the German and Austrian markets. Despite the extensive e-commerce offer and well-developed electronic procurement solutions, the business-to-business catalogue is the mainstay of the company's success.
And there is a very simple reason for this, says the marketing director of the mail-order company: No other medium is capable of presenting the entire range of products at a glance like the catalogue.
“No other medium is capable of presenting the entire range of products at a glance like the catalogue.”
E-commerce and e-procurement alone are unable to show the customer what you offer at a glance. The head of marketing cites the online retailer Amazon as an example. Its product range has meanwhile become so extensive that no-one is able to say what Amazon really represents. As a result, the profile of the former bookseller has weakened.
The oft-cited cross-media marketing mix is thus becoming increasingly important both online and offline. For cost reasons alone, it is virtually impossible to prioritise all instruments equally. Experts therefore recommend:
Because with catalogues it is also possible to reach less internet-savvy target groups, in addition to which, nothing can replace the feeling of holding coated paper in your hands. Furthermore, IT products requiring explanation can be presented more convincingly in print than on screen.
The marketing manager compensates for supposed disadvantage, i.e. the lack of timeliness, through strict time management.
The new 120-page catalogue published each month is thus produced and shipped within 20 working days. With the help of up-to-date monthly offers, the company inspires its existing and prospective customers (to which about one-third of the print run is sent) to place orders.
The tight schedule also presents the logistics of Asendia Germany with a new challenge every month, because the postage optimisation and shipment in Germany and Austria have to be fast and reliable. It is also important to keep costs under control at all times.
Optimal shipping routes and organisation require precise planning and considerable expertise. The most important thing for the IT supplier is personal and individual advice from ASENDIA Germany. It is just as important, adds the marketing director, that the service provider manages the processes independently, affording him the time to focus on the core business. The success speaks for itself.
In future, the company is considering using the services of ASENDIA Germany for sending the catalogues to other European countries as well.
“Optimal shipping routes and organisation require precise planning and considerable expertise.”
Location of company: Germany