Study: Fragrance Shoppers Read Direct Mail

Share this article:
Adults who use fragrances read direct mail pieces, according to a survey released yesterday by Vertis, a technology-based integrated marketing and advertising solutions company.


The twice-yearly "Customer Focus 2002: Fragrance" survey from Vertis indicated that 75 percent of adults who wear fragrance seven days per week read direct mail. Only 9 percent of them are truly selective, reporting that they open direct mail only from companies they are familiar with.


Creative advertising and direct mail also play an influential role when it comes to fragrance purchases, the survey found.


When the survey asked, "Have you ever made a purchase of a fragrance due to a fragrance strip featured on a printed advertisement," 22 percent said that they had, and 36 percent of Generation Y consumers answered yes. Six percent of seniors have purchased based on a fragrance strip. Fragrance strips also proved popular among African-Americans, as 35 percent answered yes to this compared with 24 percent of Hispanics and 21 percent of Caucasians.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

DMALive: Getting to 360-Degree Insight

DMALive: Getting to 360-Degree Insight

A Q&A with Mark Wright, president and CEO, Targetbase.

Acxiom East?

Acxiom East?

Ogilvy & Mather launches OgilvyAmp, a think tank for data-driven marketers headed by expatriates from Little Rock's best-known data company.

Epicor to Acquire Analytics Provider QuantiSense

Epicor to Acquire Analytics Provider QuantiSense

Retail solutions provider seeks to up its data analytics game for large and midsized retailers.