in Case Study
Amazon turns to print to market toys this holiday season
The latest validator of the value of print? Why, it’s the largest online retailer — Amazon!
With the closing of Sears and the reduced clout of other big box stores, Amazon wanted to act quickly to cement its position as an online toy retailer for the current holiday season. It's strategy: a 60-page toy catalogue, mailed to consumers across North America as well as made available at Whole Foods stores, which Amazon now owns.
Amazon's effort is reminiscent of the iconic holiday catalogues distributed by the Sears. It features a retro look and hundreds of toys and games to choose from.
With the holidays fast approaching, Amazon is fighting for a piece of the billions of dollars in sales more traditional retailers enjoyed in years past. Their print catalogue is as an essential tool to reach customers who prefer to browse something printed, or at least who make purchases that way.
You can view the catalog here.