Even though the role of catalogs has undergone a change in recent years, they are hardly a thing of the past. Research has shown that catalog recipients account for 22% of website traffic and 37% of e-commerce dollars.
The Key Catalog/Multichannel Issues Survey, conducted by Vovici EFM late last year revealed that 96% of respondents agreed that their printed catalog generates online sales, and more than 60% said it influences half or more of those sales. A majority of the respondents saw a 20% – 50% increase in online sales immediately following a catalog mailing.
Another study conducted by comScore showed that direct mail and catalog recipients are more likely to make an online purchase than shoppers who do not receive them. Not only are they more likely to make a purchase, but they typically buy more items and spend more money. Direct mail and catalogs not only influence shoppers to go visit a site, but they also discourage comparison shopping.
Even though the role of catalogs has changed a bit, catalogs and other direct mailings are an effective way to increase online sales. Make sure you mail regularly to keep your brand top of mind. Contact your Sales Rep at Professional Print & Mail to learn more about using direct mail to drive web traffic.
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