RichFX Debuts New Rich Catalog for BTB Market

RichFX, a firm that creates online versions of print catalogs and inserts, is set to announce a new version today of its Rich Catalog product for the business-to-business market.

The version boasts features and tools for BTB catalog characteristics and layout, the New York company announced at the Catalog Conference in Chicago.

One of the two features of the new Rich Catalog helps buyers find products speedily within the online catalog. This search function will scan all catalog text to find products containing the search term. The other feature is a multi-level table of contents to help users navigate directly to a particular section or topic area.

While consumer catalogs are sprouting online versions in droves — with color, enticing photographs and an easy to browse interface — the same is not the case for BTB catalogs. Generally speaking, BTB catalogs are bulky, with a page count going into hundreds, even thousands. Each page often is full of small text and complex charts, and there often are few images.

Bringing BTB books online and enclosing the links in an e-mail has several advantages. One, the cataloger can make changes as they take place, something not possible once the book is printed. Two, the cataloger has the flexibility of rearranging and customizing the layout depending on the channel, location and role of the buyer.

Finally, and perhaps most important, the online BTB catalog has the ability to include product pricing because of its customizable nature. This is harder in a single printed book that goes out to all customers. Any price changes and product modifications are easily conveyed in the online version, too.

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