Santa might not be quite ready to make a list and check it twice, but online retailers and marketers gearing up for the holiday season need to consider two pieces of research from comScore that show important consumer shopping and shipping habits.
According to the “2007 Multi-Channel Direct Mail Study,” direct-mail recipients were nearly twice as likely to purchase from a retail Web site as those who received only an Internet communication. And when the mailpiece was a catalog, the results were even better — influencing more than two-thirds of shoppers to visit the site. That traffic created a 163 percent increase in sales over those who did not receive a catalog.
