Digital Catalogs Keep Shoppers Shopping

The content and commerce model is breaking free of high fashion. Digital catalogs, unlike digital magazines, are thriving. Catalog Spree, the largest distributor of online catalogs, has added well over 200 catalogs to its list in the past year and a half. Why are retailers so excited about catalogs? Because consumers spend an average of at least 30 minutes browsing an online catalog, as opposed to 3 to 6 minutes on a website.

And as Joaquin Ruiz, CEO of Catalog Spree, said of the online catalog, “It’s like a gorgeous lifestyle magazine and it’s an easier way to consume the content of the retailer.” Digital catalogs fit neatly into the visual trend in online commerce and are often easier to browse on mobile devices than are retailer sites. My question is, when will retailers take advantage of the opportunity to create compelling, catalog-specific product-detail content? So far, most aren’t.

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