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Survey Says Catalog Mailings May Double Online Sales
Offline Activities Drive Online Sales
ComScore Networks, Inc. conducted an independent study for the U.S. Postal Service indicating that catalogs significantly drive Internet sales and benefit retailers by boosting business growth. Among other findings, the study revealed that 15 percent of consumers who received a catalog and visited the cataloger's website made an online purchase. The results also showed that catalog recipients account for 22 percent of website traffic and 37 percent of its e-commerce dollars. Learn how to put print to work for you.
The study found that if you mail consumers a catalog:
- They are twice as likely to make an online purchase.
- They will purchase more often.
- They will spend more on each purchase made on the website.
- They will spend more meaningful time at your website.
- They are more likely to purchase online with greater catalog frequency.
- They generate a revenue lift of $21.1 million per million unique visitors.
The findings debunk the myth that catalogs don't play a key role in a retailer's promotional plan. The study results reinforce the continued importance of print direct mail and reveal a significant marketing opportunity for online sales growth for retailers.
For more information about mass customization of catalog products, contact O'NEIL Data Systems. Phone 866–659–0824, or email us at sales@oneildata.com.
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