Royal Mail research reveals Internet fuels growth of catalogues

According to new research from British postal service Royal Mail, online retailers will be relying on catalogues this Christmas to drive sales over the festive season.

The survey conducted by Royal Mail questioned more than 20 online retailers including John Lewis Direct and Firebox.com and the findings highlighted the use of catalogues as one of the most effective promotion channels for generating online orders.

According to Royal Mail, 60% of survey respondents currently send catalogues or brochures to customers to increase online sales and the use of catalogues by retailers has been multiplying over time. Some 36% of consumers also agreed that having an online catalogue makes them more likely to purchase something from a retailer’s website.

In addition the survey revealed that 55% of retailers plan to extend the Christmas buying period this year by encouraging consumers to buy online earlier in 2005.

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