Catalogue sales have experienced dramatic growth in the United States and similar expansion is expected to occur in Canada. Lifestyles in the 90's are busy and consumers are realizing the advantages of shopping from catalogues such as...

• Convenience - you shop when it's convenient for you
• Time saving - no driving or parking problems
• Information - relevant product information is available at your fingertips
• Special interest - products of interest to you are grouped and available from one source
• No time limits - no high pressure sales tactics
• Technological advances - many companies are capable of processing orders within 48 hours

There are two main types of catalogues, differentiated by their target audience - consumer and business-to-business. Catalogues can be used to present a range of products in an organized manner, to motivate the recipient to buy, to present a company's entire line of merchandise, or to create an identity, image or niche for the company.

Advantages of selling via catalogues

• A catalogue can project the company's identity niche.
• There is space for unlimited product display.
• Catalogue allow for low overheads and reduced cost of sales.
• The marketer has total control of the selling process.
• Accurate inventory control can take place, as well as timely and accurate analysis.
• Toll-free telephone lines and call centres enable the business to operate 24 hours a day, seven days a week.
• Customer reach is unlimited by geographical location.
• Modern direct marketing techniques allow prospective clients to be targetted based on their known interests.