Survey: Catalogs Drive Online Shopping

Mar 17, 2004
George Anderson

By George Anderson

A survey by Millard Group Inc. found 80 percent of consumers receiving catalogs in the mail say receiving them influenced them to shop for an item online. Nearly two-thirds of
those kept the catalog for reference when they were actually making a purchase online.

According to a report on the Retail Traffic Web site, Millard Group’s president Ben Perez predicts catalog mail volume will increase by as much as 15 percent this year.

A report on the Retail Traffic Web site said the Millard study came from shoppers of 48 catalogs. A total of 66,000 responses were received to an email questionnaire.

Moderator’s Comment: Do you see print catalogs as becoming more or less important as online shopping grows?

The resident 11-year old shopping maven tells us print catalogs are absolutely necessary.

“The pictures and descriptions of the clothes are much better in the catalog, didn’t you know that?”

Sadly, no we didn’t. George
Anderson – Moderator

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