Zappos, a leading ecommerce retailer, surprisingly leverages printed catalogs to drive sales and deepen customer relationships. This episode reveals how integrating physical mailers into a digital strategy can cut through online noise, build brand loyalty, and create an engaging customer experience. Ecommerce operators should consider how offline channels can complement their online efforts for sustained growth.
Key takeaways
Consider re-introducing or experimenting with print catalogs as a differentiator in a saturated digital advertising landscape.
Develop your print catalog as a magazine-catalog hybrid, focusing on brand storytelling and engaging content rather than just product listings.
Implement clear tracking mechanisms (e.g., unique URLs, promo codes) to measure the ROI and effectiveness of your print catalog campaigns.
Strategically segment customer lists for catalog mailings based on purchasing behavior and engagement to maximize impact and minimize waste.
Explore how a tactile, high-quality print piece can foster deeper emotional connections with customers and reinforce brand loyalty.
For many retail observers, the name Zappos is synonymous with great customer service and ecommerce well executed. The company was launched in 1999 as an online, footwear merchant. It has since grown into a retailing powerhouse, with 2008 sales reaching just over $1 billion dollars. In 2007, Zappos, a purely ecommerce firm, began publishing a printed catalog. That product is now a four-times-a-year magazine/catalog mix, and Zappos mails it to several million prospects annually. Jeanne Markel ...
Frequently asked about this episode
What does this episode say about brand strategy?
Consider re-introducing or experimenting with print catalogs as a differentiator in a saturated digital advertising landscape.
What does this episode say about customer engagement?
Develop your print catalog as a magazine-catalog hybrid, focusing on brand storytelling and engaging content rather than just product listings.
What does this episode say about marketing diversification?
Implement clear tracking mechanisms (e.g., unique URLs, promo codes) to measure the ROI and effectiveness of your print catalog campaigns.
What does this episode say about omnichannel marketing?
Strategically segment customer lists for catalog mailings based on purchasing behavior and engagement to maximize impact and minimize waste.
What does this episode say about brand strategy?
Explore how a tactile, high-quality print piece can foster deeper emotional connections with customers and reinforce brand loyalty.
