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image: Williams-Sonoma

Why catalogs still have a hold on holiday marketing

November 2, 2018

A fire’s blazing in the background, but it doesn’t look quite as magical as the one in the catalog, which also features a few festive blankets, some cozy sweaters and two people looking like they’ve never been happier than with the cups of cocoa they’re gingerly sipping. And suddenly, you realize you need that sweater and your sister would love one of those blankets.

At least that’s how holiday catalogs are meant to work. That cookie cutter reaction might not come out of every customer a retailer mails to, but catalogs are still a highly successful channel, according to Greg Portell, a lead partner in the global consumer and retail practice of A.T. Kearney. Though there are a lot of steps for retailers looking to capitalize on the trend for the holidays, he told Retail Dive in an interview.

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