Once upon a time, catalogs only had to sell products. Today they need to Disrupt, Delight, Drive AND Sell. Michele Drohan from J. Schmid beautifully explains each aspect of the new roles and shares examples of how some companies are knocking it out of the park. What makes this Pub Talk unique is how Michele moves the question of what make a catalog great from subjective opinion to objective facts. If you have ever wanted to get past emotions and opinions to the real meat and bones of what works, this is the Pub Talk for you!
What makes a brand real? What sets it apart? What really creates engagement? Michele shares what some of the top retail brands are doing to make their customers feel it—really feel it. Her Brand tangibility toolkit includes a checklist of seven items that you can evaluate your own brand’s tangibility. She also walks you through each one, using examples from companies who are getting an A+.
User experience and content
How your customers engage with your catalog isn’t talked about as much as it should be. Michele’s UX & content toolkit has 4 items at the book level, and 6 at the spread level, that will keep you focused on the customer’s experience. She then walks you through how several brands have created both a wonderful shopping experience and engaging design.
Browsing and shopping
Last, but not least, Michele shares the shopping activation toolkit, with it’s 5 item checklist, to make sure your are getting it done right. And of course she has examples, to help you put principles into practice.
If you want to learn how to critique and improve your own catalog, you will love this talk!