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OTTO-Hauptkatalog hat nach 68 Jahren ausgedient © Otto (GmbH & Co KG) HAMBURG

Digital replaces print: Last print run for the Otto main catalogue

Online retailer Otto is sending out its last large main catalogue in December 2018. The former mail order business shifts to purely online retailer

The end after 68 years: The Otto catalogue is being published for the last time in December. “Our own customers have themselves gradually got rid of the catalogue, using it less and less and long ago moving to our digital services. So we are now saying “cheerio” as the last signal of a successful transformation from the large mail order business of the past to the purely online retailer that globally only Otto has managed to do,” Marc Opelt, chairman of board of management, says in explaining the move.

Shift to retailing platform

The business is currently evolving rapidly into a platform, by means of which an increasing number of brands and suppliers are able to offer their wares online. So the catalogue with the 2019 spring/summer range will be sent out for the last time on December 4, 2018. More than 95 per cent of Otto customers now order digitally – und has become the second-largest online shop in Germany and in Europe with almost 7 million customers. More than half of all purchases are made on mobile devices.

“We in Germany often refer to digitization as though it were something disruptive. By contrast at Otto we believe: This is the best thing that could happen to us and a huge opportunity for business. We are more successful, with our exciting ranges, inspiring online features and personal advice, as a purely online retailer than we could ever have been during the days of the main catalogue,” Opelt says.

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