DMA's latest catalog marketing study


The Direct Marketing Association’s Multichannel Marketing in the Catalog Industry report reveals nearly 70% of respondents reported increased multichannel sales over the prior year, and 59% reported increased catalog circulation in 2006. Among those surveyed who have mail-order catalogs, 44% of total sales are consummated via the web (vs. mail and telephone), up from 39% in 2005. 33% of respondents believed that their online sales were "incremental," i.e., that they would not have received the order without the existence of their website. Respondents whose online sales are increasing reported an overall 20% growth rate. 45% of respondents said their "website/e-catalog" was their primary marketing channel.  This was followed by paper catalog (33%) and retail stores (22%).