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Survey shows printed paper catalogues are still popular with consumers

New research has shown that almost a quarter (24%) of UK consumers ordered an item direct from a retailer after browsing a printed catalogue in the past 12 months.

In the same period, 13% ordered an item from an agent after looking at a printed catalogue which was delivered to their home.

The research by YouGov SixthSense revealed that over a quarter (27%) of those who bought from shopping catalogues used three channels to complete their purchase. This involved consumers using the catalogue to browse, going on line to order then visiting a store to collect their item.

Almost eight out of ten (77%) internet users who bought from shopping catalogues went on to order catalogue products via the internet for direct home delivery. Meanwhile, over a quarter (27%) ordered catalogue products over the internet to be delivered to a local store.

Commenting on the findings James McCoy, research director for YouGov SixthSense, said: "In a world where online shopping continues to grow unabated, the key issue for retailers still using printed catalogues is whether continued investment in this channel is warranted - retailers have to think in cross-channel as well as multi-channel ways in order to satisfy shopper needs.

"This report highlights the newly evolved role of the catalogue, moving from its original mail-order purpose to one that sees it act as a catalyst for online sales."

Source : The Retail Bulletin

29 February 2012
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