Study Shows Catalog and Web Marketing Synergies
Forty-three percent of catalog customers make online purchases with the same merchant, while 35% of online customers also make purchases from company stores, according to new multi-channel marketing data findings released by Forrester Research Inc.
“The perception that catalogs are a dying breed could not be further from the truth,” said in a statement Scott Silverman, executive director of Shop.org. “For online retailers, catalogs are an incredibly important tool for acquiring new customers and providing current customers with their first look at new products.”
Retailers with an online presence allocate 51% of marketing expenditures to customer acquisition and 24% of the budget to customer retention, based on Forrester’s research data.
Other findings indicated that one-third of companies surveyed plan to invest more in live chat technology. About 63% plans to integrate customer ratings and reviews on Web site.
