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Quelle - strong on E-Commerce |
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New: Two main catalogues with different terms/catalogues as specialist shops with a high advice competence
Quelle splits the catalogue
Fürth, July 05, 2005 – Quelle splits its catalogue for the first time in the company’s history and sends out two main catalogues instead of one nationwide. The new catalogues are broken down into a fashion catalogue of 850 pages, valid for six months, and a 1,100-page catalogue for home furnishings and technical products, valid for twelve months. The reason for this switch is the transformation from a universal mail-order company to a specialist for its very successful categories “the latest fashion”, “home furnishings” and “technical products” pushed ahead by Quelle.
”The realignment is best realised and displayed by separate catalogues whose term of validity and depiction is geared to the individual ranges,“ Gebhard Stammler, member of the board for marketing and distribution, emphasises. “Each catalogue with its huge range of products, its appeal and visual design is, for the customer, a specialist shop with a high advice competence. Quelle thus implements its planned realignment consistently and distinguishes itself from its competitors better than before.“ The over 17 m catalogues will be sent out from July 05, 2005. Posters bearing the slogan “Germany’s new dream couple” and radio spots will accompany the catalogue dispatch.
The arrangement of the various ranges and the goods’ presentation was based upon market research results and is now better geared to Quelle’s target groups’ needs. The focus is upon customers aged 30 and up cultivating social contacts and calling themselves family-orientated. “Our customers do not only want information and goods but also inspiration and confirmation,“ says Gebhard Stammler.
“The new fashion” catalogue
The autumn/winter fashion catalogue will focus upon modern to classic ladies- and menswear, complemented by a “young fashion“ segment. For a faster orientation in the 850-page textiles catalogue, the various categories will be explained in a total of eleven “introductory pages” and customers familiarised with our goods in an emotional way. The categories underwear, jewellery, children’s wear, menswear, sportswear, shoes and home textiles have a distinct introductory page and thus provide the catalogue with a clear structure. The issues “brands” and “quality” are still at the forefront. This finds expression in the huge proportion of proprietary and industrial brands like Puma, Adidas, Mexx etc. For the first time, the brand “Esprit“ is also featured in the Quelle main catalogue.
The annual catalogue “Inspirations for a better life“
The “home furnishings” and “technical products” ranges now make up 1,100 pages, up from 650. A rather emotional design and a number of “tips for everyday life” give the catalogue a strong advisory character. Seven colour fold-out indices help orientation as do the breakdown into thematic shops for home accessories, wellness, kitchen etc. First-time items are marked “new”. In addition, the individual item’s descriptions are now much more detailed.
With regard to home furnishings, this catalogue does also focus upon a modern to classic style. The pictures show the products in a natural environment in which the customer is supposed to feel good. In addition to furniture, whose share was much expanded, large electrical appliances are very important – especially Quelle’s own brand Privileg, which will celebrate its 40th anniversary this year. To commemorate this foundation all Privileg appliances will have a three-year warranty. “Multimedia” has been cut down in the annual catalogue since prices and features are always subject to rapid change. New items or bargains will be presented in additional advertising media. The annual catalogue’s range of products is rounded off by an increased category of small electrical appliances.
All items listed in the catalogues can also be found on the Internet at www.quelle.de. Quelle has had a successful Internet presentation for ten years now.
