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BizReport : Research : October 29, 2007
Catalogs make a comeback
Catalogs are just as valid a marketing tool now as they were pre-Internet, according to a study by Shop.org, and many online retailers plan to use them during this holiday season.
Catalogs are making a comeback. Their ability to generate “flick-to-click” sales and recruit new online shoppers is putting them back in the marketing mix.
Shop.org found that over 40 percent of retailers intended to put more emphasis on catalogs and 66 percent judge the success of their catalog by the number of online sales it generates.
“The perception that catalogs are a dying breed could not be further from the truth,” said Scott Silverman, executive director of Shop.org. “For online retailers, catalogs are an incredibly important tool for acquiring new customers and providing current customers with their first look at new products. Retailers understand that many consumers get a catalog in the mail, then buy the item online.”
AdAge.com refers to the Sears Wish Book. The last time it was published was 14 years ago, but this year it is to be dusted off, re-vamped and prominently features web and telephone ordering channels.
Tags: catalog, flick-to-click, online retail, shop.org
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