magazine fashion 48

magazine fashion 48

Special Report: Marketing Catalog

Special Report: Marketing Catalog

SPECIAL REPORT-E
A PRIMEDIA Property
May 20, 2005

– Catalogs and the Web: a beautiful friendship
By Jim Emerson

Video may have killed the star radio, but it appears printed catalogs and the Internet have a much more symbiotic.

About half of consumers buy from catalogs and online. Forrester Research predicts 2005 could be the year in the U.S. Internet sales outweigh those of mail order catalogs. However, the good impression Catalog of the former will continue to generate many of those online revenues.

The dynamics between online and catalog shopping are in a state of rapid transition. LL Bean store's customers over the Web through the traditional printed catalogs, and Great Britain to more consumers in general Buy online that address.

e-Print catalog are perhaps the most important factor in generating customer orders online for catalogers, according to a study commissioned by the U.S. Postal Service.

– Multichannel = Multibuyer

Consumers who receive catalogs are more likely to become multibuyers line, accounting for 15% more transactions and spend on average 16% more than customers who did not receive catalogs, according to the study.

The USPS also said that consumers who receive catalogs by mail is more than twice as likely to make a line purchase, compared to consumers who receive catalogs, regardless of family income, education or geography.

On the other hand, potential prospect file generation through search engine optimization is largely untapped. Research shows Internet Concepts LLC that only 6% of catalog sales can be attributed directly to buyers using sites like Yahoo! or Google.

Among existing customers, buyers are increasingly going online catalog to place orders. Forty-three percent of catalog orders are processed via telephone and Internet 33% completed as Abacus Catalog 2004 Annual Report on Trends in the Industry.

2004 The Direct Marketing Association State of the catalog and E-Commerce, said printed catalogs generated 15.4% of all sales channel marketing in 2004 by the companies surveyed, compared to 27.3% in 2002. electronic catalogs and Web sites generated 15.7% of total sales in 2004, but no comparative figures for 2002 are available.

– Finding Prospects

The income, ethnicity, profession and psychographic data frequently overlap in the lists of files home and prospecting to identify more categories product catalog existing customers are buying from professionals in the list.

The average response for the house of the catalogers' files performance of 4.9% compared to 5.9% two years ago, reflecting a decrease of 17% among respondents to Catalog Age Benchmark Report Marketing. For lists outside the figure current response rate is 1.3%, from 1.4% in 2003.

Catalog lists as customer response that the best overall performance with a response rate of 4.2%, according to figures from the DMA. The next highest, 1.7%, is ready for e-mail, followed 1.5% for cooperative databases, 1.4% for the subscription lists and 1.2% for the compiled files.

– Facts and figures

* According the DMA, the typical customer is the catalog of a woman (71%) in their 50 years of age, married (63%) and employees (58%), with an income of approximately $ 53,000. She lives in the suburbs and her husband also used.

* An estimated 167 million consumers made consumer catalog purchases during the past 12 months, based on statistics from ParadyszMatera. DMA data catalog shows that buyers place about 11 orders a year, making an average of three purchases of catalog favorite. Consumers and businesses combined spend about 150 billion U.S. dollars in purchases from catalogs per year.

* More women that men prefer catalog shopping during the holiday season. Approximately one third of women consumers shopping catalog, compared with a quarter of men, the group said NDP.

* Catalog customers are expensive to find. The average purchase price for the customer is a consumer $ 18.06, compared with $ 33.83 for a business to business customers, according to Catalog Age survey.

* Approximately 10 billion catalogs are mailed each year, accumulating about $ 3 billion post, the USPS said. Consumer catalog printing costs general equal to 8% of total revenue generated, compared to 4.3% for business to business catalogs. Reports that the DMA shipping on equal 9.8% of income generated catalog consumer customers and 2.4% for business to business customers. Industry estimates show a typical catalog order between $ 100 to $ 150.

* By far the most popular product category for buyers is the clothing catalog (57%), followed by gifts (51%) music books and videos (48%), housewares (31%) and electronics (27%), according to the DMA. The largest market in the following categories are sports (25%), travel services (23%), sports and entertainment tickets (19%), flowers (13%) garden supplies (13%) pet food (11%) and food (8%).

* With a growth rate of 16% annually, tools represent the fastest growing category more products sold by catalog, followed by the products of men and the elderly, everyone has seen a 9% increase in sales. The apparel segment has been a decrease in orders for catalog, down 5%, said DoubleClick Abacus 2004 Annual Catalog Industry Trend Report. The furniture sector has remained at home flat with few changes.

* Fifty-nine percent of buyers catalog catalogs will be maintained to at least three months or until you reach a new copy of the survey results said DMA.

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