The marketing team uses catalogues as one of their main selling tools – selling directly from the catalogue as well as driving footfall to their stores and website.
But they wanted to make their Spring catalogue look and feel more ‘premium’ as well as contain an easily navigable price list and vouchers for redemption. They were keen to hear about new catalogue formats too, but whatever the outcome, it needed to fit their existing in-store permanent POS display units.
We worked closely with our customer’s design and marketing teams, inviting them along to our Printerest print innovation centre at the Webmart Yellow Shed of Wonderment so they could absorb the latest print innovations and get some new ideas.
From those discussions, we devised and delivered 16 alternative & cost-effective dummy catalogue formats along with different paper variations and paginations.
Once a solution was uncovered which met their brief, we produced ISO-compliant proofs prior to production and wet proofs of the cover on target stock to ensure colour balance was correct during printing. We then press-passed the printing of each section along with the complex binding to ensure the end result was exactly as expected.
400,000 catalogues were delivered on time for the big Spring launch. We delivered catalogues directly to over 300 stores across the UK plus 200,000 were mailed to customers along with a variable data carrier sheet containing bespoke voucher offers.
The customer achieved print cost savings of 15% over their previous formats while creating a more ‘premium feel’ using uncoated and matt papers. There was also a 10% saving on the postage costs due to the revised weight of the new format.
The new catalogue was also the centre piece of their TV advertising campaign.
The briefing, product improvement process and finished catalogue met all customer expectations and they were delighted with their Spring campaign.
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