L.L. Bean anticipates its online sales will surpass catalog sales within two years, according to wire service reports. The Freeport, ME-based firm’s overall sales are projected to reach $1.3 billion this year.
Bean’s customers now receive 30% to 40% fewer catalog mailings compared to a few years ago. The company is also reportedly mailing smaller catalogs to some customers.
It’s estimated that Bean mails in excess of 200 million catalogs annually. No single channel is expected to supplant another, as customers continue to freely shift between Bean’s stores, Web site and catalogs.
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