{"id":46635,"date":"2018-02-19T07:00:58","date_gmt":"2018-02-19T07:00:58","guid":{"rendered":"https:\/\/www.akeneo.com\/blog\/print-is-dead-part-1-2\/"},"modified":"2024-07-04T06:51:19","modified_gmt":"2024-07-04T06:51:19","slug":"print-is-dead-part-1","status":"publish","type":"post","link":"https:\/\/www.akeneo.com\/de\/blog\/print-is-dead-part-1\/","title":{"rendered":"Print is Dead! Long Live Print!"},"content":{"rendered":"       \n  \n<section id=\"hero-block_dcf5982ae0fb1b27789844ed0ecffcf8\" class=\"hero  py-0\">\n            <div class=\"container\">\n            <div class=\"row\">\n                <div class=\"col-12\">\n                    <div class=\"hero-inner hero-inner-blue\">\n                        <div class=\"row align-items-center g-3\">\n                            <div class=\"col-lg-6\">\n                                <div class=\"hero-content\">\n                                                                            <div class=\"hero-tags\">\n                                            <span class=\"tag tag-white\">Product Experience<\/span>\n                                        <\/div>\n                                                                        <h1 class=\"hero-title\">Print is Dead! Long Live Print!<\/h1>\n                                    <div class=\"hero-text\">\n\n                                        <p>Consumers increasingly prefer to shop online. We all know it. \r\n\r\n\r\n \tOnline product information is easier to keep up to date.\r\n \tEcommerce experience&#8230;<\/p>\n                                    <\/div>\n                                <\/div>\n                            <\/div>\n                                                            <div class=\"col-lg-6\">\n                                    <div class=\"hero-image\">\n                                        <img decoding=\"async\" src=\"https:\/\/www.akeneo.com\/wp-content\/uploads\/2022\/01\/Akeneo-PIM-banner-Twitter-Why_print_is_not_dead_1.gif\" class=\"attachment-full size-full wp-post-image\" alt=\"\" \/>                                    <\/div>\n                                                                <\/div>\n                        <\/div>\n                    <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n    <\/section>\n  \n        <p class=\"justify\"><span style=\"font-weight: 400;\">Consumers increasingly prefer to shop online<\/span><span style=\"font-weight: 400;\">. We all know it. <\/span><\/p>\r\n\r\n<ul>\r\n \t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Online product information is easier to keep up to date.<\/span><\/li>\r\n \t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ecommerce experiences are more customizable.<\/span><\/li>\r\n<\/ul><div class=\"mb-2\"><div class=\"press-copy\"><p class=\"justify\"><span style=\"font-weight: 400;\">According to the <\/span><a href=\"https:\/\/thedma.org\/marketing-insights\/marketing-statistics\/direct-mail-statistics\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Data Marketing Association<\/span><\/a><span style=\"font-weight: 400;\">, the number of catalogs mailed in the United States recently fell to 9.8 billion in 2016\u2014which is down considerably from the peak mailing of 19.6 billion in 2007.<\/span><\/p>\r\n\r\n<blockquote><span style=\"font-weight: 400;\">Print is dead<\/span><span style=\"font-weight: 400;\">. Except it isn&#8217;t.<\/span><\/blockquote>\r\n<a class=\"link-popup aligncenter\" href=\"https:\/\/www.akeneo.com\/wp-content\/uploads\/2021\/11\/Akeneo-PIM-banner-Twitter-Why_print_is_not_dead_1.gif\"><div class=\"content-image\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-68198\" src=\"https:\/\/www.akeneo.com\/wp-content\/uploads\/2021\/11\/Akeneo-PIM-banner-Twitter-Why_print_is_not_dead_1.gif\" alt=\"\" width=\"816\" height=\"408\" \/><\/div><\/a>\r\n<h2><span style=\"font-weight: 400;\">Print is a major driver of both online and offline sales. <\/span><\/h2>\r\n<p class=\"justify\"><span style=\"font-weight: 400;\">Many online and in-store purchases are inspired by seeing items in a catalog. While websites excel at focused searches, print catalogs more readily lend themselves to product discovery and casual browsing. In short, print catalogs continue to be an important element of any omni-channel strategy.<\/span><\/p>\r\n<p class=\"justify\"><span style=\"font-weight: 400;\">According to <\/span><a href=\"https:\/\/www.kurtsalmon.com\/uploads\/Is%2Bthe%2BCatalog%2BDead-%2BNot%2Bin%2Ban%2BOmnichannel%2BWorld.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Kurt Salmon<\/span><\/a><span style=\"font-weight: 400;\">, Lands\u2019 End eventually presented a pop-up survey to customers placing orders on its site asking if they had first looked at the catalog, and 75% of them said \u201cYes.\u201d<\/span><\/p>\r\n<span style=\"font-weight: 400;\">Print catalogs outperform website traffic in many areas:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Higher average order size<\/span><\/li>\r\n \t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">More frequent orders<\/span><\/li>\r\n \t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Better customer retention rates<\/span><\/li>\r\n<\/ul>\r\n<b>Print is still a massively powerful channel for many retailers and manufacturers.<\/b><span style=\"font-weight: 400;\">\u00a0Print is responsible for significant increases in direct marginal revenue and is a key brand driver. <\/span>\r\n<blockquote>\r\n<h4><span style=\"font-weight: 400;\">Print is awesome. If only it didn&#8217;t have to be so expensive.<\/span><\/h4>\r\n<\/blockquote>\r\n<span style=\"font-weight: 400;\">Of course, everyone knows that while<\/span><a href=\"https:\/\/hbr.org\/2015\/02\/why-the-print-catalog-is-back-in-style\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\"> the returns on catalog production can be great<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><b>there is a huge cost and hassle factor associated with their production<\/b><span style=\"font-weight: 400;\">. <\/span>\r\n<p class=\"justify\"><span style=\"font-weight: 400;\">Today, we\u2019ll focus on how companies can centralize and utilize their product information across print, web, and other channels using Akeneo and Pim2catalog. <\/span><\/p>\r\n<p class=\"justify\"><span style=\"font-weight: 400;\">Pim2catalog<\/span><span style=\"font-weight: 400;\"> is a connector for Akeneo and <\/span><span style=\"font-weight: 400;\">InDesign<\/span><span style=\"font-weight: 400;\"> built by long-time Akeneo partner<\/span> <span style=\"font-weight: 400;\">Naolis<\/span><span style=\"font-weight: 400;\">. It allows small and medium sized companies to easily and quickly build customized print catalogs using the product information contained within Akeneo PIM. <\/span><\/p>\r\n<p class=\"justify\"><span style=\"font-weight: 400;\">How does it work? <\/span><\/p>\r\n\r\n<ol>\r\n \t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Pim2catalog allows merchandisers to work within Akeneo to <strong>develop their catalog merchandising plan using product descriptions<\/strong> already available from within Akeneo. Merchandisers utilize generic labels to develop their catalog strategy without having to worry about design details. <\/span><\/li>\r\n \t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Akeneo then <strong>outputs a standard InDesign file<\/strong> with the products based upon an unlimited number of <strong>totally customizable design templates<\/strong> (if you can do it in InDesign, you can use it as a template).<\/span><\/li>\r\n \t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The design team can then <strong>manipulate the file and tweak the design<\/strong> just like they would any other InDesign file.<\/span><\/li>\r\n \t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">If any changes are made to the product catalog during this process (and there usually tons of them!), these <strong>changes automatically flow into the InDesign document<\/strong>\u2014seamlessly ensuring that the product specifics are accurate as-of the day of printing.<\/span><\/li>\r\n \t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The merchandiser can then quickly and easily output specialty catalogs aimed at specific target markets with high frequency. The template allows for easy insertion and support of holiday or other moods and themes. The copy and design can be as elaborate and customized as the team chooses.<\/span><\/li>\r\n<\/ol>\r\n<blockquote><i><span style=\"font-weight: 400;\">The merchandiser can then quickly and easily output specialty catalogs aimed at specific target markets with high frequency.<\/span><\/i><\/blockquote>\r\n<p style=\"text-align: center;\"><em>Akeneo PIM Summit <\/em>2018 :<em> How to add print catalogs in your multichannel strategy.<\/em><\/p>\r\n<span style=\"font-weight: 400;\"><strong>Prior to Pim2catalog<\/strong>, merchandisers were really faced with just two options for creating print catalogs:<\/span>\r\n<h3>Traditional Manual Process<\/h3>\r\n<p class=\"justify\"><span style=\"font-weight: 400;\">This labor-intensive process is familiar to anyone who has created a print catalog in the last twenty years. It usually involves cutting and pasting product descriptions, imagery, and\/or links from spreadsheets and product databases. Product descriptions are manually cut and pasted into pre-set templates. This creates lots of opportunity for all kinds of errors, which requires lots and lots of proofreading and lots of last minute stress (and typos) as changes in product specifications come in at the last minute. Additional localizations make every iteration exponentially more complicated.<\/span><\/p>\r\n<p class=\"justify\"><span style=\"font-weight: 400;\">The end-result is <\/span><b>very high quality<\/b><span style=\"font-weight: 400;\"> but the <\/span><b>cost and stress<\/b><span style=\"font-weight: 400;\"> put into achieving this result is<\/span><b> painful<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\r\n\r\n<h3>Automated Catalog Generation<\/h3>\r\n<p class=\"justify\"><span style=\"font-weight: 400;\">Several years ago a number of solutions arose that allowed for the direct creation of PDF files by combining design templates and content from .csv files. This sounds ideal, but the reality is more sobering. The highly templated nature of the process allows for very little page variation, call-outs, and the visual and textual flair that creates sales. <\/span><\/p>\r\n\r\n<h2>Customers just don&#8217;t want a catalog that <i>looks<\/i> like it was auto-generated.<\/h2>\r\n<span style=\"font-weight: 400;\">They desire more variety in design and presentation than these direct-to-PDF solutions can provide.<\/span>\r\n<p class=\"justify\"><span style=\"font-weight: 400;\">Pim2catalog gives merchandisers a hybrid of both worlds: beautiful and highly impactful custom catalogs with much of the speed and efficiency of automation. Using Pim2catalog allows retailers and manufacturers to automate as much or as little of the process as they like. They can customize every page or just lavish extra attention on one or two areas and take a more templated approach for the rest.<\/span><\/p>\r\n<p class=\"justify\"><span style=\"font-weight: 400;\">Efficiency gains vary, but gains of 30-50% are average. One customer reported that their main catalog used to take six months with 7 people but now only takes two months with 2 people\u2014while maintaining the same level of product information and design.<\/span><\/p>\r\n<p class=\"justify\"><span style=\"font-weight: 400;\">Many companies initially adopt Pim2catalog expecting to use it primarily to showcase their entire product line. However, the increased speed with which they can publish specialized catalogs often means that they quickly adopt their strategy to sending out more, but smaller and more focused, catalogs that are also cheaper to print and mail.<\/span><\/p>\r\n<span style=\"font-weight: 400;\">Some companies, such as B2B companies or sellers of large numbers of parts and\/or SKUs, have found that they don&#8217;t need to create print catalogs at all. They simply keep their product catalog available as a PDF and output new PDFs with updated product information as often as once a day.<\/span>\r\n\r\n<span style=\"font-weight: 400;\">Overall, companies that adopt Pim2catalog find that:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Production times and costs are cut by 1\/3 to 1\/2<\/span><\/li>\r\n \t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Product description errors virtually disappear<\/span><\/li>\r\n \t<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Catalog managers are much calmer and happier<\/span><\/li>\r\n<\/ul>\r\n<h2><span style=\"font-weight: 400;\">Pim2catalog: Only on Akeneo<\/span><\/h2>\r\n<p class=\"justify\"><span style=\"font-weight: 400;\">It began by being built atop .csv files before Akeneo was founded;\u00a0<\/span><span style=\"font-weight: 400;\">the same .csv files that so many Akeneo customers relied upon but found endlessly frustrating <\/span><span style=\"font-weight: 400;\">before they too discovered PIM. <\/span><\/p>\r\n<p class=\"justify\"><span style=\"font-weight: 400;\">Naolis and Akeneo started their partnership even before Akeneo PIM launched. Once the Naolis team understood what Akeneo was building, they immediately signed up to be one of Akeneo\u2019s first partners. The first version of the connector was shipped in time for the Akeneo PIM launch. Every updated version (of both Akeneo and Pim2catalog) has improved the integration and user experience. Akeneo PIM and Pim2catalog are now both very mature products with rock-solid reliability, ease of use, and integration.<\/span><\/p>\r\n<p class=\"justify\"><span style=\"font-weight: 400;\">Akeneo PIM\u2019s channel management allows for product data to be customized for specific channels with descriptions and technical attributes that are tailored to that outlet. This allows companies to have different formats for online versus print.<\/span><\/p>\r\n<p class=\"justify\"><span style=\"font-weight: 400;\">Pim2catalog is only available on Akeneo PIM.<\/span><\/p>\r\n<span style=\"font-weight: 400;\">Pim2catalog is an open source project supported by an annual subscription featuring an SLA-backed support agreement. You can try it out via the <\/span><a href=\"https:\/\/marketplace.akeneo.com\/package\/pim2catalog\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Akeneo Marketplace<\/span><\/a><span style=\"font-weight: 400;\"> or from <\/span><a href=\"https:\/\/pim2catalog.com\/en\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Pim2catalog\u2019s standalone website<\/span><\/a><span style=\"font-weight: 400;\">.<\/span>\r\n<div class=\"table\">\r\n<div class=\"responsive-table\"><table>\r\n<tbody>\r\n<tr>\r\n<td><a class=\"link-popup aligncenter\" href=\"https:\/\/www.akeneo.com\/wp-content\/uploads\/2021\/11\/Aymeric-Morilleau-Naolis.jpg\"><div class=\"content-image\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-68208\" src=\"https:\/\/www.akeneo.com\/wp-content\/uploads\/2021\/11\/Aymeric-Morilleau-Naolis.jpg\" alt=\"\" width=\"200\" height=\"200\" \/><\/div><\/a><\/td>\r\n<td>About the writer\r\n<strong>Aymeric Morilleau<\/strong>\r\nChief Technical Officer at Pim2Catalog\r\n<a href=\"https:\/\/www.naolis.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">www.naolis.com<\/a>\r\n@aymeric_p2c<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table><\/div>\r\n<\/div><\/div><\/div>  ","protected":false},"excerpt":{"rendered":"<p>Consumers increasingly prefer to shop online. We all know it. <\/p>\n<p> \tOnline product information is easier to keep up to date.<br \/>\n \tEcommerce experience<\/p>\n","protected":false},"author":2,"featured_media":18259,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-46635","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Print is Dead! Long Live Print! | Akeneo<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.akeneo.com\/de\/blog\/print-is-dead-part-1\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Print is Dead! Long Live Print! | Akeneo\" \/>\n<meta property=\"og:description\" content=\"Consumers increasingly prefer to shop online. We all know it.     Online product information is easier to keep up to date.  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