A bit of reminiscing from me this week, which was prompted by me receiving an ASOS catalogue through the post! I found it really interesting that the UK’s biggest online fashion retailer was investing in a 32 page, printed catalogue.

But I think this is really clever. There is something slightly indulgent about taking a bit of time out to have a cuppa and browse a catalogue, it’s more relaxing and enjoyable than clicking through pages and pages of a website, trying to zoom in on images and waiting for pages to load. Let’s face it, most of us spend all day at a computer so actually picking up something tangible to read when we get home is actually quite nice.

This got me thinking back to when I was about 10 years old. Receiving the seasonal ‘Marshall Ward’ catalogue was an absolute highlight. My sister and I used to fight over it, folding back the pages that featured all the toys and clothes we wanted. This was especially exciting at Christmas.

So, are we seeing a resurgence in more traditional, printed direct mail communications? Are online retailers recognising the need to build brand awareness away from the computer screen?

Well, it looks like ASOS aren’t the only ones…

Sports Direct set for largest mail order investment with new catalogue roll out

Online retailer Ocado launches customer magazine

Even some of the UK’s largest online retailers such as Sports Direct and Ocando are turning to print….why? Because it’s the only ‘tangible’ way of getting into peoples homes. When you only exist online you only exist in peoples minds. This makes the generation of brand loyalty and recognition even more crucial to how you market your business. But when you’re not a huge brand with a huge marketing budget this can be pretty difficult!

I’m not suggesting that all online brands need to go out and invest in a costly direct mail campaign but I do think businesses need to consider how they can use print effectively. There is still clearly a customer appetite for offline communications that are relevant and planned.

This is something we’re looking at quite closely at Studio North, exploring new ways in which our clients can create a more tangible brand without a huge investment. You’re more than welcome to give me a call if you’d like to find out more.