What Makes a Good Digital Catalog?

Leading retailers are converting print catalogs into digital interactive experiences to drive sales, captivate consumers, and increase conversions. As part of a unified commerce strategy, digital catalogs are a must have shopping experience that consumers engage with and build brand loyalty.

Digital CatalogDigital catalogs provide a shopping experience that goes beyond what a traditional ecommerce site provides. Taking advantage of rich imagery and merchandising techniques from print catalogs provide consumers with unique and more engaging shopping experiences.

During this year’s holiday season, leading retailers are prepared with digital catalogs to further ease the consumer’s shopping experience in-store or online.

Optimized for readability and device
Consumers are shopping on different channels such as mobile, desktop, and in-store kiosks. Your digital catalog must be device and channel agnostic so consumers can view and browse without any hindrance.  Additionally, consumers don’t want to shop on cluttered, text heavy pages. Use compelling, high-resolution product images to entice consumers to keep shopping and make a purchase.

Make it interactive and informative
Digitizing your catalog doesn’t mean flipping PDF pages. Allow consumers to connect with your catalog with high definition videos and subtle animations.  Enable consumers to pinch and zoom or drag and drop products into their shopping carts.  According to a recent study by Motorola, 71% of shoppers expect to view in-store inventory online. Make real time pricing and inventory information available on your digital catalogs to ensure satisfied customers.

Beyond the online experience
While many consumers are still shopping at physical stores on Black Friday, interactive kiosks hold the key to digital catalogs. If you decide to make your digital catalog available in a store kiosk, empower shoppers to purchase on the spot with or without a store associate’s help. Also, make coupons and promotions available in online digital catalogs to use in-store only to drive more foot traffic and increase store revenue.

The tools and technology
So you finally decided to build a digital catalog, so how to start? Invest your team’s time and budget on technology that enables them to customize, build, and manage digital interactive experiences across all devices.  From a unified commerce perspective, you’ll need the middle-ware that sits between your existing ecommerce system and the shopping experiences consumers demand and that allows you to fully manage, create, deploy and measure at the click of a button.

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