You know that catalog that comes only once a year at the holidays? They may be going about it all wrong, according to research by the USPS.
In a study commissioned by the agency to help understand the relationship between direct mail and online sales, comScore surveyed 5,000 online shoppers after they visited 135 retail sites. Their findings prove the case that direct mail remains a highly important channel.
“According to the research, direct mail and catalog recipients are more likely to make an online purchase than shoppers who do not receive Direct Mail. Plus, they typically buy more items and spend more money, as indicated in the chart below,” says the USPS.
And frequency counts too, the data indicates, finding that “17% of people who received a catalog in the previous month purchased at least one item, compared to only 11% who received a catalog more than a month ago.”
Financially, mailing catalogs make sense for most online businesses. Noting that “catalog recipients purchased 28% more items and spent 28% more money than their non-catalog counterparts” the white paper also noted that sending catalogs more than doubled online sales at the sites surveyed.
That’s a value proposition with legs, my friends.
The real beauty of catalogs is how they are perceived by their recipients, as shown by these stats:
• Almost 60% of online shoppers enjoy receiving catalogs.
• 57% of online shoppers said that even though they buy online, they still like to have a catalog on hand.
• 61% of online retail shoppers reported that when they have a catalog while shopping online, they may see additional items they would like to buy.
• 84% of catalog recipients feel it’s easier to shop online with a catalog in hand.
So get those catalogs in the mail, people. It’s a business boost you can’t afford to overlook.