The Conrad Bible is Back – Navigation Instead of Nostalgia
It’s the perfect example of the symbiosis between print and online: After an eight-year break, Conrad Electronic – one of Germany’s leading retailers in the technology and electronics sectors, whose online store features more than 10 million products from over 6,000 brands – is once again releasing a print catalog. With its 960-page B2B catalog, Conrad Electronic is breathing new life into the classic format. But anyone who assumes this decision is driven solely by nostalgia is mistaken. The company aims to make a strong statement in the B2B sector and is offering a navigation tool for everyone who isn’t online around the clock.
In addition to digital channels, Conrad is once again focusing on traditional marketing. The new catalog follows the recently launched Conrad PRO loyalty program, and more exciting benefits for Conrad customers are in the works – as CEO Ralf Bühler writes in a press release on the company’s website. “All of this will noticeably change the way companies meet their technical needs – making the process even more digital, connected, and simpler, all from a single source. For over 100 years, Conrad has stood for technical procurement in Germany and Europe. What remains constant is our commitment to being the partner our customers can rely on. What’s changing is how we fulfill that commitment.”
“Not every decision starts online”
We may live in a digital age, but according to Ralf Bühler, not every decision starts online. “Sometimes you need an alternative starting point – one that’s always within reach on your desk or workbench. It’s precisely for these work environments that we’ve revived our catalog tradition.” With this step, however, Conrad is pursuing an innovative approach. The combination of a digital platform, structured product data, artificial intelligence, and automated processes enables something entirely new – a catalog that isn’t created in isolation but is generated directly from the digital system.
Whether it’s automation, components, tools, measurement technology, or building services: with more than 10 million products available on a single platform, availability isn’t the problem. The challenge lies in finding one’s way around. What matters are structure, relevance, and pre-selection. “That’s exactly why our catalog is back. Not as a nostalgic project, but as a snapshot of the Conrad Sourcing Platform – one that offers guidance, serves as a filter, and acts as a gateway to real-time information,” says Ralf Bühler.
Direct Links to the Digital Universe
Throughout the Conrad Bible – which serves as a filter and guide – business customers will find direct links to the digital Conrad universe at every turn. Unlike earlier editions, the new Conrad catalog does not become outdated the day it is printed. QR codes on every page lead to product detail pages on the company’s website featuring live prices, current availability, and related products. The 7,200 items featured in the catalog have been carefully selected to represent the platform’s entire product range while also providing quick and easy access to the full product selection.
Across its 960 pages, Conrad also brings its strategic strength as a solutions provider to life. The catalog provides comprehensive information on system integrations, e-procurement solutions, and the company’s entire service portfolio. “Thus, the new generation of catalogs also serves as a compass,” emphasizes Ralf Bühler. “It offers the overview of a book but leverages the full efficiency of the online store for the actual ordering process. In this way, we bridge the gap between tactile inspiration and digital convenience. Customers can gather information offline and then, with just a single scan, launch their familiar, efficient ordering process in the digital world.”
