Give control of your product catalogue... to your products!

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Expertise
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Give control of your product catalogue... to your products!
Contents

Every year, or even every season, it's a bit of a ritual: getting the information together, writing the texts, checking the prices, getting satisfactory photos, managing the layout, going back and forth with the creative department... Creating a catalog that gathers all the products is a moment under high tension. You have to be able to get it out quickly while making sure that the information is as accurate as possible and leaves no room for errors or mistakes. All this while satisfying the various stakeholders who are sometimes difficult to get to agree with.

We guide you, thanks to our advice, through this obstacle course.

Why create a product catalogue?

But by the way, in a hyper-digitized world, is there still any point in creating a paper product catalog? The answer is yes! If the catalog may suffer from a dusty image in the eyes of some, it remains a channel and an important communication element for many brands in various sectors and activities: tourism, furniture, ready-to-wear, DIY...

In addition to its ability to create a physical relationship between the company and the customer, it allows the customer to be immersed in the brand's universe by stimulating several of his senses that digital technology is not able to touch. In addition, the catalog facilitates the visualization of the different products by gathering them in one place, while offering the possibility of associating them within distinct universes.

For example, it is possible to present furniture by type of product or by room, proposing ideas for the design of different rooms in the house that will inspire the customer. The catalog is then used as a reference and the customer can come back to it as many times as he wants. It is not uncommon to see customers arriving at the store with the product catalog under their arm to buy the piece they have spotted.

Moreover, the catalog can also be used by sales teams, especially in the BtoB world, to present their products during a customer meeting. If the pricing strategy is likely to evolve or change depending on the customer concerned, then it will be sufficient to propose a catalog without prices accompanied by a separate price brochure.

Finally, print is not the enemy of digital: the catalog can be digitized and/or highlighted differently on digital channels. Interactive catalog, print at home, integration of QR codes or augmented reality, personalization...

The possibilities are numerous. For example, an e-commerce site has created, thanks to data, a catalog entirely personalized according to the preferences of its most loyal customers. Impact guaranteed!

Prepare the creation of the product catalogue

The first step in creating your catalog is to think about who you are addressing and how the recipients and your teams will use it. The preparation will not be the same according to the use you wish to answer. For example, it is not uncommon to see catalogs without prices in B2B, while this is hardly possible in B2C. This element is therefore a crucial and priority step in the management of your sales catalogs.

Once you have established your strategy, the next step is to choose the theme - if any - and the products to be included in the catalogue. Once the railway has been completed, it's time to create! At the same time, you need to centralise the necessary information (descriptions, prices, dimensions, technical information, etc.) and write the texts.

This is where a PIM (Product Information Management) software will be a great help in your sales processes, since you will already have all this information gathered in a single database.

It will also facilitate collaboration and processes between the different teams since the PIM is directly accessible online and updates data in real time. Your high definition photos can be integrated by the creative or graphic designer while the product team works on the texts, pages and the content team corrects them.

Finally, you will be able to categorise and classify your products by typology, universe, seasons and other predefined criteria as required. This allows you to create the different catalogue entries directly in the PIM.

Is your catalog ready? All that remains is to link the PIM to your catalog template. The texts are placed, the cover appears, the pages take shape, the images are automatically resized, and the magic happens! Something to change? Simply change any information in the PIM and it will be corrected on the next printing and publication of your catalog. Your product catalog is always up to date

You don't have a predefined catalog template or design? Quable PIM can propose you to elaborate customized templates generated directly from the PIM software. 

Conclusion

The creation of the product catalog must nowadays be thought in such a way as to be fully integrated into an omnichannel path, whether in store or online. This delicate moment in the life of marketing and product teams must be anticipated and facilitated in order to reduce time-to-market and improve data reliability and harmony. The PIM platform is the only solution that allows you to generate a catalog in a few clicks while improving the quality of your data, its graphic visualization and the operational efficiency of your teams. Then, creating a product catalog becomes a breeze.

Do you want to facilitate the creation of your product catalog? Ask for a free demo.
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Aude
Aude is passionate about transmission, training and pedagogy. With 10 years of experience in e-commerce and digital marketing, she now specialises in web writing around these subjects but also for the sectors of continuing education, (digital) learning, employability and the equestrian world.