Challenge and goal
In the run-up to Christmas, many toy stores and supermarkets — including Migros — publish a toy catalog for their youngest customers. The catalogs contain everything a child's heart desires: the hottest toy trends and novelties of the year, but also popular classics that never go out of style. However, it is not easy for retailers to distinguish themselves from their competitors through their product range, because many of them offer the same products. That's why they enrich their catalogs with additional engaging content such as games, competitions, baking recipes and much more to spark their readers' interest.
The Federation of Migros Cooperatives commissioned the Ergonomen to analyze their toy catalog (see Fig. 1) in order to better understand the behavior and needs of the target groups and to uncover potential for optimization.