With so much emphasis on a company’s online presence these days, it is easy to overlook how traditional media sources, like catalog printing, can complement and even increase the impact of online marketing. You may be asking yourself, “Why do I need to print a catalog when I have a great website that features all my products on it?” The answer to that question may be quite surprising to you.
According to the US Postal Service’s research, a catalog is a great way to drive traffic to your website. In fact, their research found that consumers who received a catalog purchased 28% more in terms of items and dollars spent than consumers who did not receive a catalog. Websites that were supported by catalog printing actually had 163% more revenue than those that did not. And mailing catalogs more than doubled online sales.
The study found that catalog printing significantly influenced consumers’ actions. Over 60% of those who received printed catalogs were influenced to visit the website, with the greatest influence on first-time shoppers. And there were other benefits — catalogs discouraged comparison shopping by more than 7% and significantly increased the likelihood that consumers would shop for holiday gifts at the website.
And don’t think of catalogs as “junk mail,” because consumers certainly don’t view it that way. Approximately 60% of online consumers say they like receiving a printed catalog, with 57% saying that even though they order online, they like to have a printed catalog on hand. And 84% of catalog recipients think it is easier to shop online with a catalog.
If you’d like more information about this study, click here for a brochure from the US Postal Service.
Still think catalogs are unnecessary in a digital world? With all these benefits, it seems like catalogs are a natural extension of online retail sites. And with fewer catalogs being mailed, your catalog is likely to be noticed even more when it arrives in consumers’ mailboxes.
We print lots of catalogs for our clients. If you have any questions about your catalog project, please call us at 1-877-977-3779 or chat with us online!
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