Remember that magic feeling you got when opening the Sears Christmas Wish Book the moment it arrived every year? You probably spent hours poring through the pages and circling every last item Santa was required to bring. Now, of course, in the age of digital marketing and online shopping, the catalog is pretty much dead.
Or is it?
As the holidays draw near, retailers are putting more money behind marketing efforts. The season is expected to be one of the most successful in recent years, especially where e-commerce is concerned, but the competition is still fierce. How can you stand out from the rest of the crowd without blowing your budget wide open?
One of the most successful direct mail campaigns you could implement is a holiday catalog, whether you send a large collection in book form like the Sears Christmas Wish Book, or a small selection in the style of a magazine. More than 12.5 billion catalogs were mailed to homes in the U.S. last year. The fact remains that consumers spend more time with catalogs than any other mail they receive.
More Time Spent with Catalogs
Consumers state they spend about 25 minutes with their mail each day, whether reading or determining if it should be set aside for later use. Catalogs, however, can keep the attention of potential buyers for an average of 30 minutes each. Yes, even now, in our instant-gratification era, buyers will slow down long enough to flip through a catalog.
Higher Response Rate
Statistics have already shown that direct mail has a higher response rate than digital marketing. Did you know catalogs are even more likely to result in a conversion than direct mail letters? Response rates stand at 4.3% for catalogs and 3.4% for a direct mail letter. Whether consumers follow through with a purchase or simply spend time seeking out more information, the catalog has done its job.
Higher Return on Investment
Companies see a much higher return on their investment when using catalog marketing. In fact, $47.61 dollars’ worth of catalogs will land one order. Compared to paid search, which requires $99.47 dollars spent for one order, and email marketing, which requires $53.85 dollars spent, catalog marketing is obviously a better way to spend marketing funds.
Higher Customer Spend
Sure, e-commerce is expected to hit an all-time high this year, but even online retail shouldn’t count out catalogs. This study shows an internet-only shopper spends an average of $80 per order. Those who searched a catalog before buying--even when buying online--spent an average of $90 per order.
In addition to these compelling facts, there’s also this: catalogs get people excited about the coming holidays. With some time to flip through a collection of everything your company offers, consumers are more likely to spend more, buy more often, and share their catalogs with friends. If you’ve cut catalogs from your marketing strategy, it’s time to rethink. When you’re ready to take advantage of the many benefits available, we’re here for you.