62 percent of shoppers that made purchases after receiving print catalogs said the purchase was influenced by the catalog.
This finding comes from a new study by InfoTrend examining how print materials in influence retail purchases online and at brick and mortar stores.
We’ve written about the resurgence of print catalogs (from companies as diverse as JC Penney and AirBnB), and the new study is a great look into how consumers are responding to the catalogs.
“Catalogs are effective at triggering online and retail purchases,” said Barb Pellow, Group Director of InfoTrends’ Consulting Group, in a press release. “62% of consumers receiving catalogs who made a purchase within the last 3 months were influenced by the catalog.”
The study found that although shoppers were influenced by big, well-known brands like IKEA, L.L. Bean and Victoria’s Secret, they also were paying attention to print catalogs from small businesses.
“The market is shifting to away from the big book, general catalogs to smaller titles targeted at niche segments,” said the press release.
Print catalogs were found useful across a variety of demographics. The study found “no dramatic differences when comparing age groups or in terms of income, gender, or parents/non-parents.” Catalog trends in both North America and Western Europe were studied.
The study also looked at direct mail, including marketing collateral like flyers, brochures, letters and postcards.
Not only is two-thirds of direct mail looked at, but over 40 percent of consumers make purchases because of direct mail they’ve received. This marketing channel continues to be an effective way to drive sales, both in-store and online.
Print catalogs clearly remain an important part of a multi-channel marketing strategy for companies small and large. Contact Colorwise today on more about how the print collateral we print can improve your marketing goals.