A national hardware retail group with more than 200 independently members has given a new lease of life to the catalogue format with changes designed to drive business growth for its stores and the brand.

Consumer research conducted by Home Timber & Hardware reveals its catalogues work on various levels to add significant value to the brand and its member promotional activity.

Andrew Senyard, Danks national marketing manager, said “Our recent research revealed that our catalogues have the most impact when it comes to advertising our products and they stay in households longer than any other media.

“WeÕve even been told stories of parents who give their kids a catalogue and find they are entertained for hours; they really do engage and inspire customers of all ages and we have proof of that.”

Referred to fondly as Dogalogues to link to the brandÕs mascots, Rusty and Sandy, the catalogues are an integral part of the support provided to Home Timber & Hardware members, more than 200 independently-owned timber and hardware stores nationwide.

The Dogalogues are used by retailers to drive sales as well as build store and brand awareness during the seasonal promotions, with their large reach complemented by in-store point of sale and national marketing activity, including TVCs, sponsorships, online and a loyalty reward program.

The content of the new look Dogalogue was driven by a shift in Home Timber and HardwareÕs target consumers and their attitudes beyond the traditional handyman to the everyday consumer.

“The previous product selections were focused strongly on hardware and tools, so we refreshed the content to include a broader range of lifestyle products, meeting our audienceÕs needs and continued focus on DIY,” said Senyard.

“We also incorporated design features, such as bright colour coding and pointers enabling customers to easily identify and select products, whether theyÕre looking for tools, gardening products or environmentally friendly solutions.”

The design is contemporary with bold branding and it incorporates DIY and tool tips from Rusty and Sandy.

“At the end of the day, the aim of the catalogue is to engage the reader and keep them reading right through to the end, inspired by the ideas, products and images they see. As a result of the changes, we believe it provides greater value as a communication vehicle for our stores and the brand,” said Senyard.