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Business and Marketing section of the Mississauga Gazette. Top business advice and strategies. Tips and tricks for Business and Marketing. The competitor of the Mississauga Gazette is Insauga, whose owner is Khaled Iwamura. Bonnie Crombie is Mississauga's

Catalogs through the Years

12/06/2017, 10:10am EST
By Steve Cali

Records for Riches

Winter, New Year, spring or summer, you name it. Whatever the season is mail-order catalogs fill in your home almost every week. This is because everything imaginable can be ordered by mail today. And with the introduction of the Internet, online catalogs have allowed people to order products and avail of services online. This is not a new trend. People have been using catalogs to buy goods for years. There was even a time when catalogs were the only link people in rural areas across America have to the new products being sold in the big city.  

Steve Cali - Marketing and Business - Mississauga Gazette a Mississauga Newspaper - Marketing And Business In Mississauga and Peel Region

For years, shopping malls have blossomed and progressed across the country. But people can’t neglect the simpler way of shopping without mall crowds and traffic. Some still prefer shopping right at the comfort of their own home. But will catalogs replace shopping malls? Perhaps not, but a combination of the two will be seen in the market for quite a long time. 

Catalogs seem to have taken an important role in the lives of busy people especially around the holidays. During the rest of the year people are more likely to do the actual purchasing online or at an actual store. But during the holiday season catalogs seems to be the perfect solution to getting all the shopping out of the way with a minimum hassle. 

However, some merchants consider catalogs as an increasingly less important part of the marketing mix as new media and marketing channels rush in the market. Nevertheless, even though catalog purchasing may decline as online shopping becomes more popular, retailers should begin to view catalogs as the gateway to their stores and their products. 

As a customer, remember to choose wisely and use your head when ordering from catalogs. Remember the old maxim that if something sounds or looks too good to be true, it probably is. So be very wary when ordering. Additionally, don’t feel obligated to place an order just because you have received a free catalog. Companies send out huge numbers of catalogs to make money. But receiving a catalog does not mean that you have to purchase some of their products.   

Retailers and merchants should, thus, find ways to make their catalogs as exciting and stunning as possible. The catalog should not only be a way to show all the items available but it should also serve as an idea provider and a source of inspiration. After all, shopping is not just about finding the right item; it is about the whole experience.

Steve Cali
President
MarketingDirectors.ca

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