Though e-commerce makes up just a fraction of total retail sales, that fraction is steadily and rapidly increasing – online business is booming, we know this. But what you may not know is that printed catalogs are one of the most influential sources for information when making online purchases. Print catalogs are even more influential in driving online sales than some online channels.
According to Sarah Knup, head of strategy and marketing at childrenswear brand Tea Collection, “We see the catalog as more relevant as a true storytelling and brand piece… You don’t get the same feeling when you’re flipping through a PDF.” Catalogs are making a comeback, with many retailers increasing their catalog spend. Even online-only retailers are beginning to mail catalogs of their own. The investment is a wise one – research by the US Postal Service shows that online shoppers who receive a catalog piece spend 28% more than those who don’t.
Just take a look at Zappos Life. Though Zappos is an online-based retailer, per-transaction sales from its catalog are twice that of the website.