How effective are your mail box drop advertising campaigns?
For small business owners, it's sometimes hard to track stats and trends on paper catalog mailbox drops, even with basic test marketing.
You call it valuable advertising information. Consumers call it "junk mail."
Retail Trends
Retailers are often comfortable with the tried and true marketing methods that have stood them in good stead. Many are reluctant to move online, and fail to realize that the customer relationship is changing.
However, trends show that more people are shopping onli
ne these days. In fact, people even shop online during work time.
Lassoo - Online Catalogs
Salmat, a major Australian distributor of paper catalogs now also has an online presence, Lasoo.
Lasoo's chief executive quoted in the Courier Mail, said that some online retailers are blitzing the web traffic of even the biggest bricks and mortar stores.
The large retailers "are starting to realize they don't have a voice online."
Search Engine For Catalogs
Courier Mail Journalist, Ercia Thompson says Lasoo is "essentially a search engine for catalogs." They aggregate catalogs for companies such as Target and Toys R Us.
Junk Mail Online
The idea of someone going online to read "junk mail" is a new one. Online catalogs offer convenience for the consumer, reduced cost for the retailer, and a lot less wasted paper.
Will Paper Catalogs Disappear?
I doubt whether paper catalogs will ever be totally replaced, as there's something special about relaxing for a few moments with a cup of tea, and flicking through to see the latest your favorite retailer has to offer.
What Do You Think?
- What place do paper catalogs have in our modern retail environment?
Very interesting information, Yvonne. There does seem to be more of a trend for retailers to put more of the items from their catalogs online and to offer specials for the online shoppers that aren't available for in-store shoppers. When I see the number of catalogs coming through the mail, most of which I don't even glance through, I realize what a waste of advertising dollars this must be. As more people shop online, I think we'll find fewer and fewer catalogs or at least smaller catalogs.
Posted by: Mary Emma Allen | December 4, 2007 1:18 PM | Permalink to Comment