by Claudia Bruemmer

Retailers may have heard about the increasing popularity of catalog apps for tablets, especially the iPad. For instance, Google Catalogs is a shopping app for tablet computers. It is currently available for the iPad and Android tablets, delivering virtual catalogs to shoppers from merchants such as Nordstrom, L.L. Bean, Macy’s, Pottery Barn and more. Catalog shopping apps allow consumers to browse, shop and share their favorite brands while tracking items and sharing with friends on social networking sites.

Forrester Research released a recent survey showing that various retailers are using catalog technology. While only 9 percent of web shoppers own tablets at present, 20 percent of all mobile commerce sales originate on tablets. Forrester also reports that 60 percent of tablet owners have used their devices to browse and 40 percent prefer to use tablets even when a personal computer is handy.
Experts say there are three reasons contributing to the preference for tablets.

1. The tablet has a much larger screen, enabling shoppers to analyze products more closely so they can easily visualize a potential purchase before they buy. This functionality is not possible on the tiny smartphone screen.
2. The tablet’s thin design allows shoppers to travel and take their tablets no matter where they go, allowing them to shop anytime anywhere.
3. Tablet catalogs are more interactive then paper catalogs, and they provide retailers with a new way to advertise their products.

Since the iPad came out in April 2010, a number of catalog aggregator apps have launched, including Catalog Spree, Catalogue by TheFind, Coffee Table and Google Catalogs. Last month, Prestimedia introduced the CustomPad, an all new virtual catalog app. CustomPad enables users to shop either online or offline and offers the ability to purchase products directly from the app rather than switch back and forth from app to website.

TheFind’s catalog for the iPad includes popular stores like Crate & Barrel and Sephora. This app provides potential customers with individualized catalogs designed specifically for them based on their interests and previous purchase habits. In addition to the catalog aggregator apps, some retailers have created tablet catalogs of their own.

Will tablet catalogs become the next big thing? The DMA reports that marketers mailed 12.74 billion catalogs in 2010. That’s down from 19.44 million in 2006. According to a recent online survey by the Wharton business school and research firm Verde Group, catalogs account for a mere 1.4 percent of retail sales compared to 22 percent for web sales.

Experts say tablet catalogs are not going to replace paper catalogs any time soon. However, the cost of a tablet catalog for catalogers is minimal as they have all the creative elements currently in place for their print catalogs. Since the connection between an app and an ecommerce site is straightforward, aggregators are selling the idea to many retailers.

Who knows if consumers will adapt tablet-based catalogs or continue to prefer the good old-fashioned print versions? It remains to be seen. However, it can’t hurt to offer your customers and prospects a virtual catalog as part of your marketing effort. It extends your brand reach as well as customer relationships while providing the potential to increase sales.