With shoppable content, spreads that tell a story, and the integration of iTunes apps and music playlists, Crate & Barrel’s newly updated catalogues seem like miniature magazines. The retailer, known for its well-made, quality furniture and décor, seems to be taking a different approach to its marketing strategy to kick off the New Year.
In Crate & Barrel’s latest inspiration catalogue, pages are broken down not by room, but by story. Each of these stories integrates the company’s products similar to that of a Pinterest board, and shows the consumer how they may use the merchandise in their homes. Providing valuable resources to make the consumers ideas happen, Crate & Barrel has also integrated useful tips, tricks, apps, and iTunes playlists, which are all free to download through the catalogue.
The digital version of the catalogue features shoppable photographs that link consumers directly to product pages, offer them insight on certain pieces of merchandise, or link them to various downloads.
If consumers like what they see via the physical or digital catalogues, they can visit the inspiration pages on the Crate & Barrel’s site which offer a look at full stories that feature more shoppable photographs, free downloads, recipes, and party planning ideas.