Despite claims to the contrary, catalogs are still the primary medium for multi-channel merchants, according to research by the Direct Marketing Association.
Of the 106 merchants surveyed, 62% consider catalogs their primary sales channel. In contrast, only 20% cited the Web and 6% indicated retail.
In addition, paper catalogs remain the single largest revenue generator, accounting for nearly half of all sales this year and last, the DMA reported.
According to the DMA, 90% are now tracking online purchases separately from offline, compared with 60% in 2005 and 2006.
The DMA also found that:
*Most catalogers experienced sales increases in 2007 and expect to do the same this year.
*A total of 32% now use search marketing.
*Of those polled, 50% have fully integrated their marketing functions. Between 60% and 70% have integrated their operational, consumer facing functions, the DMA continued.
The full report, the 2008 edition of the
