From flipping through pages to scrolling: When catalogs went digital

The good old days …

EA lazy Sunday afternoon at your grandparents’ house, having cookies and tea on the couch. Always within reach, a pile of magazines begging to be leafed through – comics, tabloids, and the ever-fascinating Brooks Brothers catalog. The catalog, in particular, had a unique allure. Every page revealed a world of vibrant clothes, sparkling jewelry, and smiling models. More than a catalog, it was a conversation starter.

We laughed at prices, daydreamed about what we would do with that dapper suit or breezy summer dress, and imagined adventures – a beach getaway, or maybe a casino night? Occasionally, some pictures even found their way into homemade collages. And when the time came to order, it was a family ritual. Pages were earmarked, the order card meticulously filled out. It wasn’t just shopping for what we needed; it was a shared experience. A moment of excitement. But today, things are different.

Online is the new print

Let’s rewind to 1994. Almost 30 years ago, Jeff Bezos started Amazon in a Seattle garage. What began as an online bookstore sold its first book in 1995 and quickly snowballed into the e-commerce juggernaut we know today. By 2023, Amazon had become Germany’s leading online retailer, generating revenues exceeding €15.8 billion.

In 1995, eBay was launched – a platform that revolutionized how people bought and sold goods online. For many, it was their first real encounter with “the Internet”. In just under 25 years, e-commerce in Germany exploded from €1.3 billion in 2000 to a staggering €85.4 billion by 2023.

The pace of this transformation was relentless, and businesses that couldn’t adapt were left behind. In 2023, one such casualty was the once-iconic German mail-order brand Klingel, which filed for insolvency.

What was once seen as novel and even risky – shopping online – has now become the norm. The weekly ritual of flipping through catalogs with family has been replaced by scrolling and sharing links. Earmarked pages have given way to digital wish lists. And the way we shop has changed forever.

Print is dead – long live print?

So, where has print gone? One thing is certain: It’s still here, but its role has evolved. Once ubiquitous, catalogs and brochures now serve a different purpose. The previously dominant flagship print catalog has long had a digital sibling: the electronic catalog, or “eCatalog”. Initially, eCatalogs fed store systems with product data and powered the first online shops while also supporting print catalog creation. But today, the roles have shifted – print catalogs are now the supporters, not the sellers.

Advertising remains partially analog, but purchasing has moved almost entirely online. For print to stay relevant, it must be high-quality, exclusive, and tailored to target audiences. Print has become a more deliberate and sustainable medium, requiring careful planning, printing, storage, and distribution – but its impact endures.

Print, now more mature, must deliver value to both retailers and customers. When speed is key, its digital counterpart, the eCatalog, takes the lead.

Keeping up with turbocharged change

What does “speed” really mean today? Just a few years ago, new catalogs were typically released quarterly – or even less frequently. Now, the pace has skyrocketed. New products must be published across all platforms within days, sometimes even hours. Price updates are expected to be reflected in multiple places overnight. Missing or outdated data is barely tolerated in an environment of relentless competitive pressure. The once leisurely pace of “prepare all product data quarterly for printing” is now a thing of the past. Managing and distributing data manually is no longer feasible.

Major platforms like Amazon leverage their market dominance to impose strict and ever-evolving requirements for the format and scope of data. Keeping track of these demands in their entirety has become nearly impossible.

At the same time, expectations for data quality continue to climb. Products must be described with precision and accuracy to secure their place on platforms. Without a well-defined strategy, meeting these demands becomes an immense challenge.

More speed, higher standards, better quality – what’s next?

Not long ago, compiling product data in Excel and sending it via email was acceptable. Today, with web stores requiring product images, diverse data formats, and detailed descriptions, this approach quickly hits a wall. It’s time to focus on the eCatalog – no longer a “little brother” but a fully-fledged solution.

The modern electronic catalog has evolved beyond being a simple order list of article numbers, quantities, and prices. It now serves as a dynamic and comprehensive information set, delivering data and media to multiple platforms daily.

Amid the increasing complexity and speed of eCommerce, only intuitive and user-friendly solutions with stringent quality standards can keep pace. Software solutions that streamline the creation and updating of electronic catalogs are indispensable. Whether it’s B2B or B2C, marketplaces like Amazon, or customer service for proprietary ordering systems, a robust system for structuring and managing data is key.

Standardized formats like BMECat and eCl@ss further underscore the need for systems that enhance speed and data accuracy. When seamlessly integrated into a broader system landscape with ERP, PIM, and marketplace interfaces, the eCatalog turns from a tedious chore into a streamlined and efficient process. And the best part: With the right tools and support, you’ll even free up time to explore other channels – such as the timeless and cherished traditional flip catalog.

Whether you already went all in on eCatalogs, prefer print as your primary sales medium, or view digital channels as a supporting element, we’re here to assist. From expert advice to creative ideas and comprehensive services, we’ll help you optimize your product data and make the most of your sales channels.