From USPS News Link:
Catalogs are making a comeback — but don’t tell that to Hammacher Schlemmer, whose mailings never went away.
The prestigious retailer of high-tech gadgets and unusual products mails about 60 million catalogs each year. The publication debuted in 1881, making it the nation’s longest-running catalog.
“There is no [better] mechanism to get your brand in the hands of your prospective customers,” Henry Coleman, the company’s marketing director, says in a new Postal Service video.
Hammacher Schlemmer sees its catalog as a companion to its website, where offerings include a voice-activated R2-D2 ($199.95), “the world’s longest backyard water slide” ($2,800) and an amphibious all-terrain vehicle ($49,000).
“It’s the digital marketing combined with the catalog that we really feel offers the best opportunities,” Coleman says.
The company also is a leader in one of the innovations discussed at the recent National Postal Forum: using technology to enliven mailpieces.
Hammacher Schlemmer’s catalog includes augmented reality features that allow consumers to scan pages with a mobile device to see videos, reviews and extra images.
“This is an incredible start to the marriage between the physical and the digital,” Coleman says.
Ben Choi, co-founder and CEO at Coffee Table, sits down with Tim Parry, senior content manager at Multichannel Merchant, at NEMOA directXchange 2013. In this video, Choi discusses the role catalogs – digital and paper – are playing as ecommerce drivers, the habits of cross-device shoppers, and how insight and data about mobile shoppers can be applied toward the catalog industry.