62 Chapter 3 Nonstore Retail Operations Catalogs were originally developed by retailers to reach customers who were not near one of their retail locations. While catalog sales for brick-and-mortar stores have decreased, other retailers are generating sales in record numbers. Companies such as Brookstone and Ballard Designs depend heavily on their catalogs to generate sales. Much like shopping online, catalogs let customers buy things without physically going into a retail store. The main difference is that catalogs are printed pieces, not in electronic format. Websites may have a bigger advantage over catalogs, in that purchases can be made immediately. Catalog customers must make a phone call, mail an order form, or use a website to order. Catalog and online shopping have similar advantages and disadvantages. Advantages of Catalog Shopping For retailers, catalogs provide another marketing channel. Catalogs are an alternative for customers who do not want to make a purchase online or drive to a mall. For consumers who did not grow up with online shopping, catalog purchasing provides a trusted, familiar service. Catalogs are very convenient for consumers. They arrive in the mail regularly, with little or no effort on the customer’s part. Catalogs can be mailed anywhere in the world, and products can be shipped globally. Customers can look at merchandise at any time. If the retailer has a website or 24/7 customer service, customers may also buy at any time. Like online retailers, catalog companies without stores may have reduced overhead costs. This can result in lower prices than brick-and-mortar stores. Also, catalog companies are not confi ned to the available space of a physical store. Catalogs can offer a wide selection of products that may not be available for sale in brick-and- mortar stores. Catalogs allow customers to shop at their convenience from anywhere. Pressmaster/Shutterstock.com