Katalogverkauf

Katalogverkauf, or catalog sales, is a retail model in which products are presented in a printed catalog distributed to potential customers. Buyers place orders by mail, telephone, or later online, and goods are delivered to their address. The catalog serves as both a sales channel and a marketing instrument and is commonly used alongside other retail formats such as physical stores and online shops.

History: Catalog sales emerged in the 19th and early 20th centuries and expanded significantly in the postwar era. In German-speaking markets, catalog houses such as Otto, Quelle, and Neckermann played major roles, offering wide ranges from clothing to household goods. The model enabled reach into rural areas and across regional borders through direct response marketing.

Operations: A catalog-based business requires product selection, photography, layout, printing, distribution logistics, and inventory management. Customers submit orders via order forms, telephone, or online; orders are often invoiced or prepaid, and goods are delivered by postal or parcel services. Returns, customer service, and data-driven marketing are important components, and many catalogs have integrated with online channels for cross-channel shopping.

Current status and trends: The rise of the internet and e-commerce has transformed catalog sales. Many traditional catalog brands now operate online catalogs and digital marketplaces, while some have shifted to online-first or catalog-lite models. Catalogs retain value for reach and trust and for showcasing products in a tangible format, but they face competition from pure online retailers, rising logistics costs, and evolving consumer expectations for speed and personalization.