Does the panel think interactive catalogues are something that marketers should be considering in their marketing plans?
I think this depends a lot on your target audience. Ultimately though the message has to be Keep It Simple. Anything that increases the time that people have to wait for something to load must be worth the wait. Take a look at the market leaders and I don’t think you’ll see an interactive catalogue….that probably says it all!
I have used these in a number of businesses and I have had mixed results from them. I think if you can do them without incurring significant additional cost or effort (e.g. if you already have a hard copy designed) then it is definitely worth testing. I guess the proof is in the pudding – how many retailers have them at the moment!