Sears is bringing back its iconic holiday catalog, the Wish Book, in an effort to draw shoppers back to its struggling brand for the season. The retailer discontinued the guide in 2011, but is reviving it and featuring merchandise such as holiday décor, toys, games, appliances and apparel.
A digital version of the Wish Book is interactive and accessible to the public, but the glossy limited edition print copy will only be available to Sears’ “best customers,” which includes members of the retailer’s loyalty program.
The RTP team discusses whether there is still a place for paper catalogs beyond nostalgia in today’s world, and how Sears and other companies can maximize the value of their paper catalogs.
Debbie Hauss, Editor-in-Chief: I do have that negative gut reaction when I receive a five-pound catalog in the mail: Why are they wasting so much money — and paper — sending these out? But, on the business side, with the help of advanced analytics, I think companies are getting more strategic with their catalogs — sending them to specifically targeted audiences and incorporating elements that can better inform the retailer or brand about the steps of the shopping journey. On a smaller scale, grocery retailers also are getting more strategic about their paper circulars — featuring the products that will get the attention of specific target customers. It’s also a way to offer personalized coupons and offers to a group, getting away from the “spray and pray” approach. Cash is not dead and I don’t think paper is ever going to be completely dead.
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Adam Blair, Executive Editor: As an editor at a digital-only publication, it’s heresy for me to admit this, but print is powerful. As a physical object in an increasingly screen-oriented world, catalogs can still play highly effective roles in retail marketing and brand identity. But retailers need to be smart about their catalog use if they are to be anything more than simple vehicles for nostalgia, as this workfront article makes clear. They need to recognize that the catalog represents just one step in a multi-touch point shopper journey that now encompasses mobile devices, call centers, web sites and stores. Additionally, to make them cost-effective, retailers need to target their catalog mailings as carefully as they do their other marketing communications, and also ensure that their print presence aligns and complements the rest of their brand messaging.
Marie Griffin, Managing Editor: I first thought the Wish Book revival was a smart move. Printed direct mail is on the upswing as marketers try to stand out in a digital maelstrom. Then I read that the print catalog will be mailed to a limited number of “Sears best” members; Shop Your Way members will be invited to rush to a store for the “collectible keepsake,” while supplies last. Then I discovered that Sears had brought back the Wish Book with great fanfare in 2007 before giving up again in 2011. Sears keeps falling back on its fine heritage rather than taking a chance on reinvention, and the strategy has been failing. Perhaps, as a headline on TheStreet.com recently proclaimed, “Sears Is Already Dead.” I can only hope other retailers that are trying to resuscitate old ideas or resisting change will learn from this, and push themselves to create new reasons for new customers to engage with their brands.
Glenn Taylor, Senior Editor: I’m all aboard for the idea. I’m shocked Sears got rid of the catalog in the first place. While the retailer has lost billions of dollars in the past few years and the cost of the catalog’s distribution can be high, the retailer has had many more pressing issues to worry about where spending can be cut back. I get that print viewership on the whole has been scaled back within all forms of media, but it’s still a good way to attract visibility to a product, particularly now that fewer people are going that route. It stands out, and I see that as an advantage. Retailers may not want to put out print calendars as a full-time/monthly strategy, but they could afford to make them a novelty to limit costs.
Klaudia Tirico, Features Editor: I love a printed piece of content, but I hate the thought of wasting so much paper on it. With that said, I don’t know how I feel about a Sears holiday catalog. I can only imagine how many will be thrown in the garbage can (not even the recycling bin for that matter) after a single flip-through by the recipient. I agree that print is powerful, but if you want to grab the attention of eco-conscious consumers, it’s not the way to go. I think Sears should make receiving the print catalog optional and make a digital version of it available to access online — and make it shoppable! A digital version is ideal to promote on social and through email, and consumers can access the items within it right away without having to search for it. This would really give the company its money’s worth.
