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More and more retailers are turning to the humble catalogue to help drive their web businesses, according to stats from e-commerce association Shop.org.

The data (via AdAge) shows catalogues are moving up firms’ to-do lists and are increasingly being judged by the ‘flick-to-click’ sales they manage to generate.

More than 40% of retailers with an online presence, Shop.org said, planned to attach more importance to catalogues, while two thirds said they used online sales to measure their success.

Respondents also claimed they had managed to find 13% of their new online customers by mailing catalogues out.

Although the research is focused on the US, UK retailers are also seeing the benefits of integration between catalogues and web sales.

In a recent poll by Experian of 1,500 British home shoppers, four in five had found products in an offline catalogue before ordering them online.

Related stories:
Integrated marketing pays off for retailers
Retail Week Review: Targets miss the multi-channel point
Interview: Ted Baker’s Martin Newman on Multi-Channel Retail
Interview: Tim Curtis, Head of Mothercare Direct


Published 29 October, 2007 by Richard Maven

529 more posts from this author

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