Even pure-online retailers that prided themselves in creating efficient and digitized consumer experiences such as Wayfair, Bonobos, Birchbox, and Amazon are now printing catalogs. Many brands and retailers, such as Nordstrom, Patagonia, Crate and Barrel, Restoration Hardware, and leisure services such as vacations and cruise lines, are investing heavily in physical catalogs. Retailers in some categories appear to think so.
The effects are not just confined to digital laggards who do not go online – in fact, there’s evidence that Millennials are particularly interested in catalogs they receive in the mail.
What’s more is that consumers are surprisingly enthusiastic about receiving them – response rates from catalogs have increased by 170% from 2004 to 2018. Despite two decades of email and social media marketing, and the digitization of the consumer experience, catalog mailings have been steadily increasing since 2015.
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