Otto bids farewell to print catalogs. From 2019 there will no longer be a main paper catalog. The omnichannel retailer illustrated the majority of its product range over approximately 740 pages. The company justified its decision: the majority of customers now use digital offerings such as online stores and apps.
The argument makes sense. One more important reason: The relevance of the catalog. Individual recipients are only interested in a fraction of the product collection in the main catalog. On the other hand, personalized deals and a better product overview are available in the digital realm. Individual recommendations that take into consideration personal interests in real time offer customers unbeatable service and make shopping easier.
The comprehensive full catalog featuring identical content for all recipients is now largely obsolete for most B2C retailers. However, many customers like the haptic experience of holding a printed product in their hands. To continue reaching these customers on an emotional level through printed products many retailers have been successfully printing personalized catalogs, package inserts and self-mailers for years. They contain just a few pages but boast relevant content that takes into account the interests of each individual customer and represent an important building block for a successful sales approach.
Why do retailers rely on print personalization?
- Increase orders: 1:1 deals, tailored to the interests of each individual customer, tangibly increase both order rates and turnover.
- Save time through automation: Once processes including linking online data and printing as well as technical implementation have been set, manual effort is saved.
- Reach more customers: Using personalized print results you can even reach people less accustomed to shopping online and who thus fall through the cracks of your online campaigns.
How Klingel and Schäfer Shop successfully personalize print products
Companies like baby-walz, Klingel and Schäfer-Shop have been relying on personalized print results for years.
Klingel produces package inserts that contain personalized product recommendations, increasing orders by 25%. The recommendations are generated by the AI-based personalization solution prudsys Realtime Decisioning Engine (prudsys RDE) from the current purchase and click behavior of the customer in the online shop. More on this in the marketing BÖRSE article.
Even B2B retailer SSI Schäfer Shop stimulates its business using personalized print catalogs. Compared to manually selected product recommendations, the company has increased its sales by up to 8% since using the prudsys RDE. The office and furniture supplier has also increased orders in the top customer segment by 15.2%. The 16-page self-mailer catalog was printed in over 100,000 variants including almost 5,000 different products. Read on in the SSI Schäfer Shop success story.
Print personalization for package inserts in real time – how does it work?
The prudsys RDE automatically generates relevant content, for package inserts for example, based on the surfing and purchase behavior of customers in the online shop. Intelligent algorithms that analyze customer behavior in real time and react immediately to changes guarantee maximum recommendation quality.
In online channels like shops, newsletters and apps, the personalization software generates recommendations in real time. For print products, the product images and texts are transmitted automatically in real time for the printing process using the corresponding interfaces. The timely printing and picking of the respective package is the last step in successfully processing the personalized package inserts.