Catalogs Still Top Channel for Merchants
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From the Direct Marketing Association's State of the Catalog Industry 2008 study:
- More than 60% of merchants surveyed report that catalogs are their primary sales channel. Websites are second at 20%. Six percent say retail is their main sales channel.
- The paper catalog is still the largest revenue generator among all channels with an average of nearly 50% of sales in both 2007 and 2008, although web sales continue to grow.
- There has been a large increase in circulation from 2003 to present. The DMA states this is likely a result of more companies using catalogs to drive web business.
- When asked which media respondents use to cross-sell offline buyers online, in addition email promotions and web offers, 32% of respondents also use search marketing.
About: The DMA conducted this survey in April and May of 2008 through an email invitation sent to multichannel companies, including catalog, retail, and internet merchants. When the survey was closed, 106 respondents were included for tabulation.
