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Catalogue Shopping
Catalogue shopping in the UK is well established with numerous catalogue retailers competing amongst UK shoppers. As well as traditional mail order catalogues, that customers can browse at home, most catalogue retailers now also have a strong online presence. Many UK catalogue retailers that have failed to diversify and embrace online shopping have suffered as a consequence. The popularity of the Internet as a channel, for customers to browse products and place orders, has grown dramatically over recent years. The ability to compare products and prices online is extremely beneficial for consumers who want to be able to check the best offers as well as discovering the latest discounts. Although there are many online shopping websites that began on the Internet, many of these retailers have since realised that mail order catalogues are an important part of the marketing mix, and also send out catalogues in the post to encourage shoppers to visit their websites. Regardless of rapid progress in the UK home shopping market, competition is as fierce as ever and catalogue merchants will continue to compete to recruit and retain customers.
Catalogue Discounts
Discounting selected product lines is a long established method used by retailers, including catalogue retailers, to encourage consumers to shop with them rather than with a competitor. In the past, it used to be the case that discounts were limited to seasonal sales, at specific times of the year. In most cases, clearance sales were the primary method to sell off old stock, and this practice is still commonplace. However, retailing has progressed and is now much more competitive. As a result, discounting is much more common all year round, and often includes newer product stock as well. This type of discounted product is often referred to as a loss leader, as product margins are low or non-existent. However, it is the hope of the retailer that customers will also buy other products to ensure that a profit can still be made. As well as discounting products, many catalogue retailers also use other methods, such as special offers, promotional codes, discount codes or free delivery to encourage people to shop with them.
Special Offers
Special offers are distinct from many alternative types of marketing promotions, such as standard price reductions and other incentives such as discount codes, promotional vouchers or free delivery. Many retailers now promote special offers, such as 'Buy One Get One Free' (BOGOF) or 'Three For Two' to encourage new or inactive customers to shop with them, as well as driving additional sales from active customers. An increase in the level of competition over recent years, coupled with the growth of online shopping, has also contributed to the spread of these types of special offer. We now appear to have reached the point where consumers have a greater awareness of special offer promotions, and indeed have come to expect them. Initially, these special offer promotions proved to be a good method to enable retailers to increase their sales, but now that the novelty factor appears to have worn off, retailers are having to find ever more enticing offers to encourage consumers to part with their money.
Discount Codes
Discount codes have become a very important marketing tool for UK catalogue companies that want to gain market share from their competitors. In addition, many catalogue retailers offer incentives, such as a fixed amount of money, or a percentage, off the value of a customer's order. Discount codes are very common for new customers, but can also be used to target customers that have lapsed, ie: have not shopped with a particular retailer for a long period of time. A customer is usually entitled to a discount when they quote a specific code that has been supplied to them by the retailer. As well as being able to compare prices more easily online, the Internet has also given price conscious consumers the opportunity to discover general use discount codes, about which they would otherwise be unaware. As a result it is now easier than ever before to seek out the best discounts and offers and save even more money on your shopping. Catalogue retailers are also having to introduce more promotions with better offers and discounts in order to generate new business and to keep their existing customers.
Online Deals
Online shopping has changed the retail landscape significantly over recent years. Now, rather than having to travel in person to your local high street or shopping centre, and compare prices yourself, this price comparison process can take place online. These changes have had the result of making the process to find the best deals and discounts more effective and much less time-consuming. In the past it would have been very difficult to stay as well informed about the latest deals and discounts, but the Internet now allows customers to search more retailers more often to find the best online deals and discounts without leaving their home. Of course, not all online shoppers have the same level of awareness and expertise in locating the best promotions and offers, and so there are significant savings available to anyone who has the ability and knowledge to hunt down the best online deals.
Catalogue shopping in the UK is very competitive. As well as established mail order catalogues, many new and existing catalogue retailers have set up online. The Internet is a very popular channel for home shopping, and consumers can now compare products and prices online, and discover the best offers and latest discounts. Retailers that began online now realise that catalogues are important to support online shopping. As a result of increased competition, catalogue companies are keen to do all they can to keep existing customers and tempt new ones, using offers such as discount codes and free delivery.
One method used by catalogue retailers to persuade people to shop with them, rather than their competitors, is discounting. Discounts are no longer limited to certain times of year, and can take place all year round, often using popular current lines rather than older stock. These 'loss leaders', do not generate much profit in their own right. However, retailers hope that they can still make money on other products. Catalogue discounts are only one element of the overall marketing mix, and this method is often used in conjunction with promotional or discount codes and other special offers.
Two of the most common types of special offer, used by catalogue and online retailers, are 'Buy One Get One Free' and 'Three For Two'. These, and other similar bulk-buy offers are primarily intended to gain the attention of new customers, but can also increase sales from existing customers. The growth of online home shopping has resulted in an increase of this type of special offer so that retailers can stand out from the crowd. However, the impact of these special offers appears to be on the decline as shoppers have become more aware of this type of promotion.
Discount codes allow catalogue companies and other online retailers to offer savings to their customers, either in the form of a fixed amount or a percentage discount. New customer recruitment tends to rely heavily on discount codes, but this type of promotion is also used to target existing customers. Specific codes are usually used so that the effectiveness of these discount promotions can be assessed. The very nature of the Internet means that it is now possible to search and discover discount codes online that a customer would never have seen otherwise.
The Internet has revolutionised the way we shop. The process of comparing prices can now take place from the comfort of your own home, and is also much more effective. Gone are the days when you had to queue in the cold for the start of the New Year sales - online shopping has enabled customers who demand cheaper prices to seek out the best online deals at their convenience. A huge variety of discounts and special offers are only a mouse click away, and are available all year round. Catalogue shopping has embraced the Internet, and the the available offers are proving to be popular with online shoppers.