‘Can cross-channel marketing save the Next catalogue?’ – Econsultancy
Matthew Kelleher says, “Buried deep in newspaper reports and press releases about 2015 figures and a pessimistic outlook for retail chain Next this Easter weekend was some fundamental news.
“Next is planning to save £8m by not sending out glossy catalogues to shoppers who don’t want them” said The Telegraph on Good Friday. The money freed up would be directed into digital, it stated.
Catalogues on the wane?
It’s not the shift from offline to digital that is the stand out issue here, which remains a constant now as it has done for many years (although the shift in buying patterns detailed by Next in their annual review, from offline to online to mobile, is very significant).
What is momentus is that the Next catalogue, one of the pillars of Next’s long term success along with Directory and its credit services, as well as being one of the icons of the catalogue market, is on the wane”.
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