Shop Direct is to stop producing its catalogue after more than 80 years as shoppers opt to “click rather than flick”, browsing its websites instead.
The home shopping group, behind brands including Very.co.uk and Littlewoods.com , says that last season it sent out fewer than 300,000 catalogues, compared to more than 5m five years ago. Now, it says, its websites see more than a million visitors a day while online accounts for more than 90% of sales, and more than half of those are made on a mobile device.
Online, says Shop Direct, the retailer can respond to customers’ needs and interests, with the result that customers see more personalised messages and products. The data it receives through customer interaction also gives it insight into emerging trends.
“This is a big step in Shop Direct’s transformation and importantly, it’s one that’s been led by our customers,” said Shop Direct group chief executive Alex Baldock. “They’ve embraced online at a phenomenal pace – this is where they’re browsing and where they’re buying.
“Undoubtedly, we’ve sped up their migration online. Our investment in improving and personalising the online experience is driving our customers’ decision to click rather than flick.”
Now the money spent on catalogues will be invested, says Shop Direct, in its digital experience.
“We want to spend in areas that really matter to our customer,” said Baldock. “We know they want a slick, easy online experience and they want it tailored for them. We’re going to give them what they want.
“Now that we’ve fully committed to digital, we’re determined to make ours the best website in the world.”
