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to add catalog

to your page in the footer go to Apperance>Widgets and select widget area Footer.
Add Text widget and paste the code

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To add new products category

1. Go to Products>Categories and add new category, add new slug (for example new-product)
2. Go to Pages and add new page. Paste the code
[jigoshop_category slug="bowls" pagination="yes"]

please remember to replace the slug with the new one and save the page

3. Go to Apperance>Menues and add new page to menu category. Save menu.

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Adding varaible products

http://forum.jigoshop.com/kb/creating-products/variable-products