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F For many people, the Otto catalog from the 1950s to the 1990s was a symbol of growing consumption and economic power of West Germany when it was thick and heavy in the mailbox. As early as next year, the legendary catalog of the print version will be the story. As announced Monday the mail order company Otto, the Hamburg based distributor wants to ship the main catalog in December with the assortment spring / summer 2019 for the last time. The formerly thick volumes have praised since 1950 goods on the order. Models like Claudia Schiffer, Heidi Klum or Gisele Bündchen have graced the cover image.
"Our customers have successively abolished the catalog themselves because they use it less and less and have long access to our digital offerings," said division director Marc Opelt, when 39, he justified the decision. "As a result, we now say" Bye "- as the last sign of a successful transformation of the old large mail order catalog to pure online." Meanwhile, 95% of customers digitally order Otto.
Meanwhile, Otto.de is the second largest online store in Germany with nearly seven million active customers. More than half of all purchases are made via smartphone and tablet, he said. "In Germany, we often talk about digitization as if it's something disturbing," Opelt said. "At Otto, we are against: it's the best that can happen to us."
The first printed catalog, published the first year after the founding of the mail order, was still manuscript and had only an initial print run of 300 copies . On 14 pages with glued photos, 28 pairs of shoes were presented. Under the slogan "Trust against trust", Otto announced that he was the first mail order company to introduce the purchase on the account. The business has flourished and with success has grown the catalog and the offer. In 1997, the main printed catalog was put on the Internet for the first time
The main catalog in its current form was no longer up to date, the company said goodbye: "Otto is an e-commerce company and growing online "With the proliferation of smartphones, more and more Otto customers have used digital services.After the 1990s, the print catalog became more and more a marketing tool that consumers could use. to inspire to order later on otto.de, according to Otto's announcement.But he was quickly replaced by the digital marketing boom.As a simple online retailer, Otto knows today more success than the trade group would never have been at the time of the main catalog, Opelt continues.
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