Physical catalogues.
Trackable buyer interest.
Launched in 1997, SuperCatex was a catalogue exhibition system that enabled British exporters to identify genuine overseas buyers without the cost of overseas travel.
Companies displayed sample catalogues at in-market exhibitions. Visitors reviewed the catalogues, indicated the products of interest on a registration form, and submitted the form along with a business card to receive the corresponding catalogues.
Staff recorded each match in a database throughout the day, so by the close of the exhibition, British Exporters already had qualified sales leads waiting in their inbox - frequently arriving the same afternoon, UK time.
The result combined the simplicity of a printed trade catalogue with the accountability of measurable buyer interest.