Digital giants going offline: Is it their smartest move yet?
When Amazon Went Old School
Last week, something curious landed on my doormat: a colourful toy catalogue from Amazon.
At first, I was genuinely confused. A printed catalogue from Amazon? This felt completely offbeat for a brand that has built its empire on digital convenience and frictionless e-commerce. It seemed almost quaint.
But then I left it on the coffee table.
The Magic of the Coffee Table
Fast-forward a few days, and there it sits proudly among the usual seasonal suspects – the Argos and Smyths toy catalogues, the M&S Christmas guide. And here’s the magic: my kids (aged 6 and 3) are utterly captivated. They’ve been leafing through the pages, circling their favourites, pointing out “what they might ask Santa to bring.”
And that’s when it clicked. Amazon hasn’t gone rogue. They’ve gone clever.
The Power of the Unexpected
In a world where every digital touchpoint competes for milliseconds of attention, a piece of physical mail now feels almost novel. It cuts through the noise. It’s curated content, beautifully presented, inviting interaction in a tactile, human way.
For me, it’s content that feels genuinely helpful – a focused selection of toys beyond the usual stream of sponsored products and algorithm-driven suggestions. I can only assume they’re using the wealth of data on my ongoing shopping habits to curate custom content for our family. For my kids, it’s something tangible they can touch, pore over, where scrolling through amazon.co.uk isn’t accessible to them. It taps into all the joy and ritual of catalogue “wishlist-making” from my own childhood. And in a world of on-demand TV – where my kids are rarely exposed to traditional toy adverts (thankfully!) – there’s a real opportunity here for brands to fill that imaginative gap.
Rediscovering the Human Touch
We’re seeing a similar theme play out across the UK high street too. After years of digital migration, brands like Topshop and GAP are returning to physical retail spaces – rediscovering the value of in-person interaction. There’s something irreplaceable about holding a product in your hands, feeling its quality, and experiencing its design beyond a thumbnail image. It’s a reminder that even in an era of convenience, experience still matters.
Connection Over Convenience
Now, I’ll be honest – Amazon has never been a brand I’ve felt emotionally connected to and one catalogue isn’t going to change that. But what it has done is bring their products – their catalogue in the truest sense – out from behind the screen and onto my coffee table. It’s become a point of conversation and consideration for the whole household. And that’s something.
It’s a brilliant reminder of the power of channel choice. Sometimes, the smartest marketing move isn’t doubling down on digital – it’s stepping outside of it.
CX Thinking in Action
We talk a lot in our industry about CX thinking in action: understanding the moment, the mindset, and the medium that will truly engage your audience. Amazon knows that, for many families, Christmas shopping is not just transactional – it’s emotional, nostalgic, and shared.
So yes, I was surprised to see a printed catalogue from a digital giant. But I shouldn’t have been. Because when done thoughtfully, going out of channel might just be the most effective way to stand out, connect, and dare I say it – delight.
The Harris Poll UK helps brands decode human behaviour and design better experiences – across every channel. Contact us today to discuss how we can help your organisation.