What Makes a Great Supermarket Catalogue (and What to Avoid)

Even in the age of digital, catalogues remain one of the most powerful sales tools for independent supermarkets. They’re how your community plans their shop, discovers new specials, and connects with your store’s value. But not all catalogues are created equal — some drive sales, others just fill mailboxes.

The Key Ingredients of a Great Catalogue

1. Strategic Product Flow
   Group products in a logical and intuitive way. Think by department, basket flow, or family meal ideas. Avoid jumping between unrelated items — flow matters more than you think.

2. Clear Pricing Hierarchy
   Not every special should scream for attention. Use visual cues (like bold colours or larger fonts) to highlight key deals, and let minor specials sit in secondary positions. Prioritise your margin drivers or supplier-funded features.

3. Professional Layout & Branding
   A clean, well-branded catalogue builds trust and reflects store quality. Use your store’s colours, logos, and fonts — and keep spacing consistent. Avoid cramming too much in.

4. Community Voice & Storytelling
   Incorporate a message from the owner, feature a local supplier, or add a community shout-out. These human touches turn a generic promo flyer into a catalogue that reflects who you are.

Common Mistakes to Avoid

• Using inconsistent or low-resolution images

• Listing products without pricing logic

• Forgetting to proof for expiry dates or stock availability

• Ignoring digital versions — catalogues should work online too

The Catalogue Creation Process

• Plan at least 3–4 weeks in advance

• Confirm supplier deals and promo dates early

• Use templates for layout speed and accuracy

• Always proof with fresh eyes — small errors impact perception

Conclusion
A great catalogue does more than list specials — it tells your store’s story, builds trust, and drives basket size. With structure, clarity, and design systems in place, your catalogue can become one of your most effective weekly tools.

Want help designing catalogues that convert? Brand & Basket can help.