Catalogs Important to E-Commerce Growth, USPS Survey Finds

Share this content:
New research conducted for the U.S. Postal Service shows that a business doubles its chances of making an online sale by mailing a catalog.

The Multichannel Catalog Study, which was completed earlier this year, was conducted by comScore Networks Inc., Reston, VA, for the USPS. The results were announced at yesterday's catalog conference in Chicago.

Other key findings include:

· Catalog recipients account for 22 percent of traffic to a cataloger's Web site and 37 percent of its e-commerce dollars.

· Catalog recipients make 16 percent more visits to that company's Web site, view 22 percent more pages and spend 14 percent more time at the Web site than those who did not receive a catalog.

· Catalog recipients are twice as likely to purchase online. They also purchase more often and spend more on each purchase occasion.

· The total dollars spent on a Web site by a catalog recipient is $39 compared to $18 for consumers who did not receive a catalog.

· Consumers who received a catalog within the last 30 days are more likely to purchase online and buy more frequently than those who received a catalog more than 30 days ago.

"As the Internet markets got more sophisticated, they felt the need for catalogs was going away, but that's a myth," said Rick Arvonio, manager of product management at the postal service "The reality is that catalogs have never been more important than in the Internet environment."

Seventy-seven percent of retailers sent out catalogs in 2002, but that number dropped last year to 55 percent "because they felt they were on the Internet, they didn't need the catalog any longer," Arvonio said.

The full report will be released next month, but more research is available at USPS booth 328 at the conference.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above