Catalogs Aren’t Dead!

Challenge

In a world where everything is oen click away , catalogs seem old-school—until you realize they work! Not everyone is a digital native, and some, like my grandma, can’t figure out Facebook but love a good catalog. The challenge? Getting businesses to embrace a “paper meets purpose” mindset instead of going all-digital.

Then there’s the eco-factor. Many hesitate, thinking catalogs are wasteful, but when designed thoughtfully, they’re powerful branding tools. Uline’s biannual catalogs live rent-free on my desk, always ready when I need something. That’s the challenge: making catalogs functional, not just something people recycle out of guilt.

Research

Brands like Uline, IKEA, and even Anthropologie have mastered the art of catalogs. They’re not just selling products—they’re showcasing lifestyles. It’s like a Pinterest board you can hold. They’ve tapped into the idea that catalogs are physical reminders, keeping their brand top of mind without fighting for digital ad space.

And surprisingly, younger audiences appreciate the tactile experience too. Studies show millennials and Gen Z often find catalogs nostalgic or aesthetically pleasing. Competitors who skip catalogs are losing this desk and coffee table real estate, especially for products that benefit from being “seen” offline.

Solution

Bring the catalog back, but make it irresistible. Think BOLD visuals , smart layouts, and even functional uses—add notes pages or holiday gift ideas. Include QR codes for a bridge between analog and digital, and drop exclusive deals or custom orders only accessible via the catalog. It’s branding with benefits.

Don’t forget to treat the catalog like an extension of your brand identity. High-quality paper screams premium, while eco-friendly design tells your audience you care. Make it useful and memorable, so customers keep it close—not tucked in the recycle bin.

Set Objectives

Set clear KPIs for your catalog campaign. Track how many customers redeem catalog-specific codes or QR scans (short link is prefered). Are orders increasing post-delivery? And hey, is your catalog making its way to Instagram as a mini coffee table masterpiece? Engagement is the real winner here.

If it’s a success, you’ll see it reflected in retention and reorders. Customers remember brands that stay visible, so your goal is to become a permanent part of their desk space—just like Uline did with me and my boss.

Get Resources

Start with a killer design team to ensure your catalog looks stunning. Then find a printer who understands quality (no one likes flimsy catalogs). Finally, invest in the logistics: mailing lists, postage, and tracking delivery timelines. A good budget here is non-negotiable.

You’ll also need content that grabs attention—think sharp product descriptions, clean layouts, and maybe a little humor. Assemble a team that can deliver on aesthetics, sustainability, and timeliness. Your catalog is your silent sales rep—it better look the part.

Evaluate Results

Monitor the results like a hawk. Did people redeem those exclusive codes or scan QR links? Did your sales jump during the catalog window? These metrics will tell you if your investment paid off or needs some tweaking.

Feedback matters, too. What are customers saying? Did they keep it? Toss it? Laugh at your jokes on page three? Use this to refine your strategy for the next catalog. The goal is to build a loyal following who see your catalog as a brand staple. 📖

Case in Action

Situation

When I joined a food packaging company a few years ago, we kicked off a marketing research project—good ol’ primary research, survey-based, straight from the source. One question asked, "How do you place orders? " Turns out, 11% of our customers relied on catalogs. Not just preferred them—needed them. Why? Because logging into a website or app was about as appealing to them as assembling IKEA furniture without instructions. Trust issues, tech struggles, and password fatigue made online ordering a no-go. Clearly, we had to meet them where they were—on paper.

Tasks

The mission was clear: craft a catalog that was functional, not a doorstop. Think Uline, but without the unnecessary bulk—eco-friendly, practical, and actually enjoyable to flip through. This meant designing both digital and physical versions that included everything a buyer could need: product collections, SKUs, images, order forms, QR codes, contact info—you name it. If they wanted to place an order using pen and paper like it was 1995, we made sure they could.

Actions

Cue the meetings. A lot of meetings. Copywriting, graphic design, purchasing, management—everyone had a say in the catalog's destiny. We debated layouts, brand storytelling, the perfect shade of green for the eco-friendly vibes. Every detail mattered: product images, packaging sizes, even an attached order form for maximum convenience. The goal? Make ordering stupidly easy, whether someone preferred scanning a QR code or mailing in their form like an old-school magazine subscription.

Results

The digital catalog saw around 20 downloads per month (not breaking the internet, but still solid). Meanwhile, we printed and shipped over 3,000 hard copies to existing customers and walk-ins. Sales? They definitely jumped post-launch, though tracking direct attribution was tricky. But hey—if the register rings louder after the catalogs go out, we’ll take that as a win. Lesson learned? Sometimes, the simplest, most old-school solutions still work. Not everything needs an app.