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This was not economically relevant for a long time: Otto's share of sales with his catalog was recently in the low-single-digit percentage range. Nevertheless, the Hamburg-based retailer has long adhered to the overview of thick and colorful products. It was an important marketing tool, explained Otto managers again and again. Customers were inspired by the sheets and then ordered on the net.
The first catalog, published the first year after the founding of the mail order, was still at hand and had only an initial print run of 300 copies. On 14 pages with glued photos, 28 pairs of shoes were presented. Later models such as Claudia Schiffer, Heidi Klum or Gisele Bündchen decorated the cover
The latest Otto catalog will be published in December 2019
But apparently, Otto wants to finish the catalog after 68 years. This year is finally over, said Torsten Ahlers, head of Otto's advertising marketing division, last week at the Digital Marketing Days in Berlin, reports the magazine "Horizon". The mail order company plans to ship the main catalog for the last time in December with the spring / summer 2019 badortment, the company announced on Monday in Hamburg. "Our customers have successively abolished the catalog themselves because they use it less and less and have long access to our digital offerings," said Marc Opelt, member of the Board of Directors. 95% of customers ordered numerically.
One possible point could be the cost. At the catalog weddings, when Otto and Quelle sent thousands of copies of a thousand pages, the printing costs alone amounted to up to 20 million d & # 39; euros. As a result, the competitor Neckermann had already stopped his catalog in 2012. However, he could not stop the decline: Neckermann had to go bankrupt in the same year. Which was already insolvent in 2009. In contrast, Otto made the leap into the era of the Internet: 2.6 billion euros generated the online store the year before. Otto is behind Amazon in second place and ahead of the successful Berlin model Zalando.
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