Importance of omni-channel highlighted in new Royal Mail case study

Published on 21 February 2013 by in Latest News

omnichannel customers catalogue cim1 Importance of omni channel highlighted in new Royal Mail case study

60 per cent of shoppers make an online purchase within a week of receiving a printed catalogue, as researched by The Royal Mail. The study, which offers an interesting insight into how omni-channel marketing can generate user interaction, found that more than half who completed a purchase on site via a catalogue spent over £40 on the purchase.

The findings provide an interesting insight into how online and offline activity can be combined to generate income, discovering that 50 per cent of respondents considered catalogues a convenient method to review products before making a purchase. What’s more, the study also found that those who had journeyed to a site via a catalogue visited double the amount of website pages than those who had been funnelled by search or social media. It also found that consumers who used catalogues spent 109 per cent more time on site.

Speaking about the research, Jonathan Harman, managing director for MarketReach, commented:

“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.”

The research highlights the growing significance of multi-channel touch points for retailers. Increasingly, more and more companies are aligning their offering across social, web and traditional media in order to ensure customers are presented with a unified experience both in regards to marketing and CIM customer service. You can read more about our experiences of omni-channel CIM on our case studies page.

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