The days when the mail order giants such as Freemans, Littlewoods and Grattan ruled the world may be over but, according to a new Royal Mail study, printed catalogues now pay a crucial role in driving traffic online.
A study from Royal Mail’s MarketReach claims that 60% of people go online to make a purchase within a week of receiving a catalogue; more than half of them will spend over £40 on their first purchase.
Additional findings include that for 50% of people, catalogues are a convenient way to review products, while more than a third, (36%) say it allows them to compare products before a purchase.
Furthermore, when they go online, consumers with catalogues look at more than double the number of pages viewed by the average person per visit (121%). They also spend 109% more time on any given website than the average site visitor.
Some 70% spend between five minutes and half an hour reading their catalogues, compared with the 11 minutes spent browsing the average retail website.
MarketReach managing director Jonathan Harman for said: “The report shows the harnessing power of physical communications including direct mail and their distinctive ability to engage consumers and drive digital activity.
“Retailers which overlook the role of catalogues in online shopping behaviour could be missing out on sales. Catalogues drive online sales by creating product awareness, recruiting new customers and building brand loyalty.”
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