Sigma-Aldrich announced that BioInformatics, LLC, reports that the Company's online product catalog is considered by scientists to be "most useful" and "easiest to use".
"Our catalog team represents the long-term commitment of some of our most experienced scientists and talented publication specialists," said Robert Gates, Biochemistry product manager at Sigma-Aldrich. "For 58 years the Sigma(R) catalog has served as the definitive source for life science research reagents. With the current systems we have in place, and our passion for process improvement, our catalogs will continue to set the industry standard well into the future."
"The results of this survey validate Sigma's strategy of continuous user involvement in the development of their online catalog," said Bill Kelly, president of BioInformatics, LLC. "By understanding how scientists rely on their catalog throughout the research process Sigma has successfully transferred their expertise in traditional catalog marketing to the Web and taken advantage of all that the electronic medium has to offer."
The frequency with which customers use the company's catalog also correlates to what is perceived as the "best" in the market today. It was discovered that the three most important features of online product catalogs are "prices listed adjacent to product descriptions," "protocols" and "product descriptions." Since 96% of scientists access online catalogs at least once a month, having the "most useful" and "most frequently used" is a great success for Sigma-Aldrich. Scientists spend, on average, 2.6 hours a week viewing online catalogs.
The Sigma-Aldrich print catalog placed #1 in "most useful" and "easiest to use." The BioInformatics report states that approximately "80% of scientists use print catalogs at least once a month." The items that are found most important by scientists in print catalogs are "prices listed adjacent to product description," "product descriptions" and "application information." Almost half of all scientists spend 1 to 1.5 hours a week using print catalogs.