We've seen and written a lot lately about the resurgence of catalogues (not surprising really, given we are a catalogue design company!). The Multichannel Merchant Outlook 2014 study last year gave even more credence to the proposition that catalogues today continue to be a strongly relevant medium.

Changing a corporate website is about as contentious as changing the logo. Even the cleaner wants a seat at the table - and we don't employ him!

That we managed to do a complete transformation in under 2 months (including a fully mobile responsive version) we think is amazing. Thanks to all our wonderful people.

This case study looks at how CAS client Howards Storage World changed their marketing strategy from product-centric to content-rich - and the results they achieved.

LVMH and Alfred Dunhill have been using "Shoppable videos" online to appeal to their exclusive audiences without seeming to "sell". Viewers are invited to click on products that appear in these high end video productions - LVMH's latest features Saddlers Wells dancers. The audience is then able to review and click through to purchase products they have seen in the videos.

Sucharita Mulpuru is Forrester's Principal Analyst and when she speaks, marketers listen.

We've all read how video is going to "take over" everything from search (YouTube #2 for search) to mobile traffic but a white paper from the National Retail Federation's library adds some additional metrics to the discussion.

With Cisco predicting that by 2016 two-thirds of mobile traffic will be video, clearly there is a demand to understand more about this powerful channel.

Stories are THE best way to engage your customers.

If a "picture paints a thousand words" then what does a video paint? - a whole story!

People solve problems with video (YouTube is the second most popular search engine after Google - CAS Ed) and "well-crafted videos can do something for your business that nothing else can - replicate face-to-face interaction with you, your services and your brand."

Macy's success at migrating their businesses to the new paradigm has been the subject of many case studies, articles and presentations. 

Here, in a broader article on using social media generally, but Pinterest and StyleHaul in particular, VP Jennifer Kasper comments "As social channels become more visual and as we see authentic images working more effectively to communicate with our customers we're very excited that those are platforms we might be able to tap into differently."

Mr Porter, the men's online apparel site, makes great use of video to inform and engage their customers. With their stylist Dan May, they've developed a series of videos ("Five Ways to Wear") that take specific garments (such as a cardigan) and show how it can be worn stylishly.

On another angle to engaging their customers through content, Mr Porter also uses video in partnership with a bespoke travel agency to address lifestyle issues.

Sometimes you need some space to get things in perspective.

The Problem We had To Solve

For the past 10 years we had produced iconic annual catalogues for Howards Storage World, each year becoming more sophisticated and solution-centric for the Howards customer.

In late 2011, Howards approached us to take their catalogue online.

Spanish Chef Miguel Maestre has been appointed as the latest face of the Howards' Kitchen campaign – Spice Up Your Kitchen. The Cumming's team designed and produced the video which launched this event on their website.

So, you want content that engages, inspires and turns audiences into customers? Look no further than Paddy Pallin’s latest “Northern Territory Experience” video.