Close
  • Latest News
  • Artificial Intelligence
  • Big Data and Analytics
  • Cloud
  • Networking
  • Cybersecurity
  • Applications
  • IT Management
  • Storage
  • Sponsored
  • Mobile
  • Small Business
  • Development
  • Database
  • Servers
  • Android
  • Apple
  • Innovation
  • Blogs
  • PC Hardware
  • Reviews
  • Search Engines
  • Virtualization
Read Down
Sign in
Close
Welcome!Log into your account
Forgot your password?
Read Down
Password recovery
Recover your password
Close
Search
Logo
Logo
  • Latest News
  • Artificial Intelligence
  • Big Data and Analytics
  • Cloud
  • Networking
  • Cybersecurity
  • Applications
  • IT Management
  • Storage
  • Sponsored
  • Mobile
  • Small Business
  • Development
  • Database
  • Servers
  • Android
  • Apple
  • Innovation
  • Blogs
  • PC Hardware
  • Reviews
  • Search Engines
  • Virtualization
More
    Home Applications
    • Applications

    E-Commerce Sites Cant Replicate Catalog Experience

    By
    Jim Rapoza
    -
    March 23, 2007
    Share
    Facebook
    Twitter
    Linkedin

      Im weak. Weak, weak, weak. Im a sucker whos been played like a fiddle by savvy advertising types.

      Sure, I like to think that Im this über-savvy technologist who is immune to the tactics that can make people run out and buy things that they wouldnt have if they had never been exposed to the advertisement. But it turns out that Im just as susceptible to advertising tactics as the next guy.

      So what was this clever and nefarious scheme that got me to open up my wallet and fire up my credit cards? Was it some new TV-like commercial on a Web site? A cool Flash-based game? Did it use subliminal advertising hidden in a Web site?

      Nope, it was none of these things. For the most part, I dont even see advertisements on Web sites, unless Im looking for a way to close them.

      The advertisement that brought me down and turned me into a rabid shopaholic was one of the oldest advertisements in the game—the simple paper catalog.

      If youve read this column for a while, youve probably seen me make reference to being a musician in the past. Well, in the last year or so, Ive once again started playing with some of my old bandmates, and this return to more frequent playing necessitated some updating of my rock-and-roll gear.

      After buying some basic equipment online and at stores, I ended up on a few mailing lists and began receiving a few catalogs. And while Ive been immune to the charms of computer equipment catalogs, I was more than happy to sit back on the couch and dig voraciously through a catalog full of nice, shiny guitars and big booming amplifiers.

      And thats where my downfall began. Effects pedals I never knew existed I suddenly just had to have. A cool, little gadget that lets me use a slide while still having all my fingers free for chords and scales was quickly purchased. And so on. While Ive been able to resist the lure of that big-bucks Gibson SG, Ive bought lots of smaller items that I probably never would have considered if that catalog hadnt ended up in my hands.

      Of course, Im not alone in my susceptibility to catalogs. My wife regularly pores through the different clothing catalogs she receives, circling items she wants. Just the fact that catalogs are still so common is a testament to their effectiveness. Sending out millions of paper catalogs through the mail is not cheap and certainly costs much more than running a Web store. But it works.

      So heres the main question: Is there any way to recreate the catalog experience online?

      Certainly, standard Web ads dont do the same thing. In my own case, I notice them about as much as I notice ads on the top of cabs screaming by as I walk down the street.

      What about the many collaborative filtering and past purchase-based suggestions that many e-commerce sites provide? These can work to a certain degree, but certainly not as well as a catalog. And often, once these have been wrong a few times (as they inevitably will be), consumers tend to tune them out even more than regular ads.

      Sites could try to follow a long tail-based model and regularly have high-profile places on their site where they promote practically everything they sell. But this might not make economical sense. That music store would have to sell a lot of those slide gadgets to equal one guitar purchase.

      /zimages/2/28571.gifClick here to read an interview with Chris Anderson, author of “The Long Tail.”

      The most typical option many sites take is to offer a downloadable PDF of their regular paper catalog. This helps, but it just doesnt share the paper catalogs ability to be browsable in any situation or room in a house.

      So whats the solution for e-commerce sites that want to replicate the experience of a paper catalog online? As someone who believes in good Web design, I hate to say it but, right now, there isnt a solution.

      As is the case with books versus e-books or newspapers versus Web sites, until we have a Web interface display that is as portable and flexible as paper, standard catalogs through the mail are here to stay.

      Now if youll excuse me, I have to go. Theres this sweet Crybaby wah pedal I just gotta have.

      Labs Director Jim Rapoza can be reached at jim_rapoza@ziffdavis.com.

      /zimages/2/28571.gifCheck out eWEEK.coms for the latest news, views and analysis on technologys impact on retail.

      Jim Rapoza
      Jim Rapoza, Chief Technology Analyst, eWEEK.For nearly fifteen years, Jim Rapoza has evaluated products and technologies in almost every technology category for eWEEK. Mr Rapoza's current technology focus is on all categories of emerging information technology though he continues to focus on core technology areas that include: content management systems, portal applications, Web publishing tools and security. Mr. Rapoza has coordinated several evaluations at enterprise organizations, including USA Today and The Prudential, to measure the capability of products and services under real-world conditions and against real-world criteria. Jim Rapoza's award-winning weekly column, Tech Directions, delves into all areas of technologies and the challenges of managing and deploying technology today.
      Get the Free Newsletter!
      Subscribe to Daily Tech Insider for top news, trends & analysis
      This email address is invalid.
      Get the Free Newsletter!
      Subscribe to Daily Tech Insider for top news, trends & analysis
      This email address is invalid.

      MOST POPULAR ARTICLES

      Latest News

      Zeus Kerravala on Networking: Multicloud, 5G, and...

      James Maguire - December 16, 2022 0
      I spoke with Zeus Kerravala, industry analyst at ZK Research, about the rapid changes in enterprise networking, as tech advances and digital transformation prompt...
      Read more
      Applications

      Datadog President Amit Agarwal on Trends in...

      James Maguire - November 11, 2022 0
      I spoke with Amit Agarwal, President of Datadog, about infrastructure observability, from current trends to key challenges to the future of this rapidly growing...
      Read more
      Cloud

      IGEL CEO Jed Ayres on Edge and...

      James Maguire - June 14, 2022 0
      I spoke with Jed Ayres, CEO of IGEL, about the endpoint sector, and an open source OS for the cloud; we also spoke about...
      Read more
      IT Management

      Intuit’s Nhung Ho on AI for the...

      James Maguire - May 13, 2022 0
      I spoke with Nhung Ho, Vice President of AI at Intuit, about adoption of AI in the small and medium-sized business market, and how...
      Read more
      Applications

      Kyndryl’s Nicolas Sekkaki on Handling AI and...

      James Maguire - November 9, 2022 0
      I spoke with Nicolas Sekkaki, Group Practice Leader for Applications, Data and AI at Kyndryl, about how companies can boost both their AI and...
      Read more
      Logo

      eWeek has the latest technology news and analysis, buying guides, and product reviews for IT professionals and technology buyers. The site’s focus is on innovative solutions and covering in-depth technical content. eWeek stays on the cutting edge of technology news and IT trends through interviews and expert analysis. Gain insight from top innovators and thought leaders in the fields of IT, business, enterprise software, startups, and more.

      Facebook
      Linkedin
      RSS
      Twitter
      Youtube

      Advertisers

      Advertise with TechnologyAdvice on eWeek and our other IT-focused platforms.

      Advertise with Us

      Menu

      • About eWeek
      • Subscribe to our Newsletter
      • Latest News

      Our Brands

      • Privacy Policy
      • Terms
      • About
      • Contact
      • Advertise
      • Sitemap
      • California – Do Not Sell My Information

      Property of TechnologyAdvice.
      © 2022 TechnologyAdvice. All Rights Reserved

      Advertiser Disclosure: Some of the products that appear on this site are from companies from which TechnologyAdvice receives compensation. This compensation may impact how and where products appear on this site including, for example, the order in which they appear. TechnologyAdvice does not include all companies or all types of products available in the marketplace.

      ×