As the holiday season draws near and consumers begin searching for gifts for their loved ones, retailers across the country are filling mailboxes with direct mail pieces featuring their latest merchandise. To stand out from their competitors, retailers are also becoming more creative with their catalogs. Back in June, Restoration Hardware made direct mail history by mailing a 17-pound annual sourcebook to millions of households. While some retailers, like Restoration Hardware, revamp their direct mail campaigns to garner consumer attention, other retailers explore innovative digital avenues that engage, inform, and entertain consumers.
Behold, the Neiman Marcus Christmas Book 2014.
The Neiman Marcus Christmas Book 2014 is an interactive digital catalog featuring hundreds of designer brands, including exclusive Neiman Marcus merchandise. One click on an interesting product, and readers are whisked away to the product’s page on the Neiman Marcus website, where they can learn more and order the sizes or quantities they want (who wouldn’t want two Neiman Marcus Limited-Edition Maseratis?). The strategy of linking the catalog and the website enhances consumers’ engagement with the products and enables them to instantly purchase what they like without shifting from print to online, or print to phone.
Unlike a print catalog, the Neiman Marcus digital catalog is search optimized – type in the name of a brand or product, and the catalog will show a list of results for the search term. A quick search for “dress” yields 54 results, and includes the page number, the product, a picture, and the link to the page in the catalog. The search-ability feature of the online catalog saves consumers time and brings them directly to the merchandise they want to see.
The Neiman Marcus Christmas Book also has its “fantasy gift” collection, which features the latest technologies and luxury items available for purchase. Many of the fantasy gifts have videos embedded into the digital catalog for a more in-depth look. A few favorite fantasy gifts are:
- A Vanity Fair Academy Awards® Experience, including a three-night stay for two in a suite at The Peninsula Beverly Hills Hotel and an invitation for two to the Vanity Fair party
- Custom Locket and Trip with jeweler and photographer Monica Rich Kosann
- His and Hers Vilebrequin Quadski, where a jet ski meets an ATV
Which one would YOU choose?