8 Rebuttals to “The Theory of Catalog Extinction”

Whoever said “Catalogs will become obsolete because of the Internet” surely needs to get their head examined!
Ten years ago, the launching of Catalogs.com was built on the exact premise that catalog shopping goes hand-in-hand with the Internet. Heck, we built our entire business model around this, and perfected the art of qualification of leads. For direct marketers, advertising executives, eCommerce managers and catalog companies … the following information is FASCINATING.

#1. As BusinessWeek magazine reported recently, “Net shopping isn’t rendering catalogs obsolete. It’s just changing their role.”

#2. If you send someone a catalog . . . he or she is twice as likely to make a purchase at the retailer’s Web site.

#3. Shoppers made 15 percent more transactions than those who did not receive catalogs and their spending was 16 percent higher.

#4. Forty-seven percent (47%) of online retail shoppers used the company’s catalog to assist with their online holiday shopping. Of these, 92 percent feel having the catalog on-hand creates ease with online shopping.

#5. The data also finds that catalogs drive multiple online shopping trips, with 69 percent of online shoppers making multiple visits to a company’s site.

#6. Catalogs, when combined with Internet shopping, create higher levels of online engagement, thereby deepening relationships with the retailer, introducing customers to more products and increasing brand awareness.

#7. The purchase rate increase was most dramatic among new consumers — 260 percent higher for catalog recipients versus non-recipients. Among current customers, the purchase rate was an impressive 67 percent higher.

#8. During the first 45 days of the 2006 holiday season, total online retail spending reached $19.48 billion, marking a 25 percent increase versus the corresponding days in 2005.

My sources: The U.S. Postal Service conducted a massive research study in association with comScore Networks, Inc. Much of the facts and figures were also collected from DM News.

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