Paper Myth Busted: Printed catalogs have been replaced by the internet

Solomon Thimothy - December 27, 2009

catalogMyth: Printed catalogs have been replaced by the internet.
Fact: Catalog positively impact purchasing behavior.

A printed catalog motivates online customers to visit retail web site more often, stay longer and spend more money. In fact, households receiving catalogs are twice as likely to make an online purchase (Source: comScore case study – USPS).

A perfect example of this is Zappos.com, the online seller of shoes (http://www.nytimes.com/2009/12/07/business/media/07zappos.html) sends out printed catalogs to their customers. Aaron Magness, director for brand marketing and business development at Zappos.com in Henderson, Nev. states that lapsed customers have responded very well to the catalogs.

Credits: MakingPaperFun.com and Printing Impressions (Dec. 2009).


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