The catalogue is a medium that has reinvented itself a lot in recent years by focusing its development more and more on personalization and the quality of its presentation. Today, it is used less to present all the products than to invite the reader to discover the universe of a brand.
Production figures
Catalogue production fell slightly by 0.9% in 2018, according to the Idep in its annual report "?Regards on the communication markets graphique?" published last November (2018 data). As in most labour markets, production has overall declined continuously in recent years. As far as foreign trade is concerned, imports and exports fell sharply in 2018, by 17.6% and 25% respectively.
Prospects for the catalogue market
The catalogue intended for the general public used to be a thick volume, both an information and sales tool, listing the technical characteristics and prices of all the articles of a brand or distributor. But its role has changed, the report explains.
"?Plus light, focusing on inspiration rather than presentation, it leaves the technical specifications, prices and the act of buying to e-commerce sites. It does not sell objects or services, but dreams, a universe.?»
The personalisation of the catalogue is bound to develop. Artificial intelligence now makes it possible to take into consideration a larger part of the population by addressing each one in its own singularity. Targeting and inspiring are the watchwords. The modern catalogue also offers multiple possibilities of interconnection with the digital world.
Smaller but more frequent
The large annual paving stones are on the verge of extinction, says the Idep. They are being replaced little by little by lighter and more frequent editions in order to keep up with current events and the seasons.
