Shop Direct calls time on catalogues
Shop Direct, which owns department store brands including Very.co.uk and Littlewoods.com, has called time on the catalogue.
The retail group, which has produced catalogues for more than 80 years, says the decision is based on changing shopping patterns heralding the move as a giant leap forward in its digital transformation.
"This is a big step in Shop Direct's transformation and importantly, it's one that's been led by our customers. They've embraced online at a phenomenal pace - this is where they're browsing and where they're buying," said Alex Baldock, Shop Direct group chief executive.
Last season Shop Direct sent out less than 300,00 book, compared to more than five million five years ago, with online now accounting for more than 90 per cent of sales.
Baldock added: "Undoubtedly, we've sped up their [customers] migration online. Our investment and personalising the online experience is driving our customers' decision to click rather than flick.
"We want to spend in areas hay really matter to our customer. We know they want a slick, easy online experience and they want it tailored for them. We're going to give them what they want.
"Now that we've fully committed to digital, we're determined to make ours the best website in the world."
The decision to cease catalogue production comes two years into Shop Direct's strategy to transform itself into a world class digital retailer.