What do they really see? Not what do you want them to see, what is actually there? In this Pub Talk catalog expert, Sarah Fletcher, teaches you how to harness the power of “beginner mind” to see your catalog through the eyes of your customers. Learning how to step away from your own ego and design preferences is a crucial step to creating an engaging and successful catalog.
Sarah explains what zen followers call “beginner mind” and shares how she gets into the right frame of mind to see a catalog through her customer’s eyes. Then lets participants look over her shoulder while she goes through the Lenox Holiday catalog and the Cross Jewelers Christmas catalog.
This critique uncovers some opportunities around hierarchy of information, key competitive advantages, pacing, pagination, and balancing a high end brand with a price driven catalog. Sarah shares why these issues impact customer engagement and strategies for improvement.
In this section Sarah finds opportunities for improving ease of shopping, determining how much information customers need to make a purchase, space allocation, backgrounds, and catalog size.
This Pub Talk is not a typical critique, but more of an exploration of the customer mindset and how to craft your layouts, messaging, and pagination to showcase the best of what you have to offer.
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