The Container Store enhances digital catalogs

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The front page of The Container Store's "Go Organized!" digital catalog
The front page of The Container Store's "Go Organized!" digital catalog

The Container Store has selected Zmags, a provider of multichannel marketing platforms, to build themed digital catalogs for the company's website, said Catherine Davis, direct marketing director at the Container Store. The platform optimizes the catalogs for different mobile devices, allows for the incorporation of video and audio, and enhances customer targeting.

Zmags had previously worked with the Container Store to build its latest catalog, titled “Go Organized! Travel Sale,” the company said in a statement. Zmags was selected partly because of its flexibility with different mobile and tablet devices, Davis said. She expects the increase of online customers accessing the website through mobile devices for e-commerce to continue.

“We felt like [Zmags was] the partner who could bring us the most opportunity,” Davis added. “The interface is quicker and slicker and larger than what we had before.” The new interface also allows for embedded videos and audio, she said, making it a richer customer experience than a traditional catalog.

In addition, Zmags is designed to allow better targeting of consumers, said Sean Ford, COO and CMO of Zmags. “Using [the Container Store's] data around the customers, they … can package up those products in ways that are appealing and fresh, and market them as a [digital catalog] campaign,” he said.

Digital catalogs can be more effective than direct mail, Davis said, because the number of direct mail pieces is limited. Digital catalogs also don't get lost, meaning customers can access them at any time, she said. “As we add to our website and develop more content…we find our customers like to shop in new and different ways,” she said.

Davis said the Container Store will likely have new catalogs up on its website every 4-6 weeks, with some remaining on the site for up to several months, depending on their content.

Though Davis said there was no formal RFP process, the Container Store considered several different vendors over several months. Previously, the company used Adobe Scene7 for their digital catalogs.

Davis declined to specify financial aspects of the deal.

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