News and press releases

  • Royal Mail
    Royal Mail delivering parcel to woman at home
    18 February 2013
    Driving online engagement: catalogues mean clicks
  • Catalogues are driving website engagement and helping e-retail success by encouraging shoppers to buy online, new research from MarketReach has found
  • The study, which looks at the role of printed catalogues in the digital age, found the benefits of posting catalogues can be instant with 60 per cent of people going online to make a purchase within a week of receiving one
  • Catalogue users look at more than double the number of pages viewed by the average person per visit (121 per cent), the study found. They also spend 109 per cent more time on any given website than the average site visitor
  • Over 70 per cent of consumers keep catalogues in their homes for over a month and 34 per cent for up to a year, the study revealed
  • Seven in ten people spend between five minutes and half an hour reading their catalogues compared with the 11 minutes spent browsing the average retail website
     

Catalogues are driving website engagement and helping e-retail success by encouraging shoppers to buy online, new research from MarketReach has found.

The study, which looks at the role of printed catalogues in the digital age, found the benefits of posting catalogues can be instant with 60 per cent of people going online to make a purchase within a week of receiving one. It also found that more than half of them will spend over £40 on their first purchase, showing that companies that overlook catalogues could be missing out on sales.

Catalogues drive engagement
The MarketReach study found that for over 50 per cent of people, catalogues are a convenient way to review products. More than a third of people, (36 per cent) say it allows them to compare products before a purchase.
When they go online, consumers with catalogues were found to look at more than double the number of pages viewed by the average person per visit (121 per cent). They also spend 109 per cent more time on any given website than the average site visitor.

Catalogues keep on giving
Further analysis into the role of catalogues revealed that for a significant proportion of consumers, catalogues are used for future reference.
Over 70 per cent of consumers keep catalogues in their homes for over a month and 34 per cent for up to a year. This shows that catalogues which are informative and compelling are an important marketing tool which all retailers can benefit from.
The study revealed that people interact with catalogues for longer than with websites. 70 per cent of people spend between five minutes and half an hour reading their catalogues compared with the 11 minutes spent browsing the average retail website.
Last year, Royal Mail launched MarketReach, a new initiative to help companies and their agencies get more value from mail.

Jonathan Harman, Managing Director for MarketReach said: “The report shows the harnessing power of physical communications including direct mail and their distinctive ability to engage consumers and drive digital activity. Retailers who overlook the role of catalogues in online shopping behaviour could be missing out on sales. Catalogues drive online sales by creating product awareness, recruiting new customers and building brand loyalty.”

For further information contact:
Akudo Ike
PR Manager
Royal Mail Group
02074414269
Akudo.ike@royalmail.com

Note to Editors

The research was conducted by ComScore in September 2012.

ComScore surveyed 2,562 UK residents, 2.062 had picked up or received a catalogue in the last 12 months. To expand their findings during the September 2012 survey, ComScore also looked at the behaviour of its passively tracked online panel of 60,000 individuals to see how people in the UK interact with catalogues.