http://www.retailonlineintegration.com/article/how-catalogs-drive-your-business/1
The printed catalog is the main driver of traffic to the web. However, with
all of the other touchpoints available to consumers today, how do we really
know the impact of catalog mailings on web sales? And why do we give so much
credit to the print catalog? There are a few reasons why, and they include the
following:
The process of
matching back order files to mail tapes gives companies the strongest
sense of how catalogs drive web business.
When looking at
your order curves, you'll see that online sales spike every time a catalog
hits in-home
Contact strategy
testing: Try testing holdout panels in mail vs. no mail split tests. The
mailed segments always perform better.
A reduction in
catalog circulation always results in a reduction of sales from the
web.
