Catalogues help online sales
E-commerce
15 November 2007
Reading a catalogue before shopping online makes you spend more, according to new research.
The Royal Mail's Home Shopping Tracker Study found that people would spend 25 per cent more if they had been offline browsing first.
The average amount spent online in a year by an offline browser was £1,526. Interestingly, 39 per cent looked for one purchase from a catalogue that was posted to them, while only 24 per cent who picked them up from a store did the same.
Val Walker, head of multi-channel retail said: "Our research reveals that record numbers of consumers are shopping from home with online spearheading this growth."
The research suggests that people get their information from different sources and marketers could benefit by having diverse strategies.
"The fact that nearly half of all online consumers refer to a catalogue before making a purchasing decision highlights the economic importance of taking an integrated approach to advertising and marketing, even if your main revenue stream comes from online," she said.
Recent strikes by postal unions have hampered the delivery of goods bought online - any repeat of this action before Christmas could cause Santa significant delay.
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