The stay-at-home behaviors necessitated by COVID-19 produced an unexpected benefit for catalog retailers: a greater focus on — and consumer appreciation for — direct mail. Catalogs specifically grew in value as consumers sought ways to see and learn more about products outside of a brick-and-mortar store setting.
A 2020 Valassis study indicated that 30% of consumers were spending more time reading marketing or promotions delivered to their home mailbox than prior to the pandemic. Additionally, 50% of retailers surveyed by the U.S. Postal Service say they use a catalog as part of their marketing and customer contact mix.
Check out this white paper to explore multiple ways that direct mail marketers can enhance the value of their catalogs as both branding tools and sales channels. You’ll learn how to:
- Integrate valuable customer data from every touch point;
- Set up your segmentation;
- Drive engagement with tech-enabled elements; and
- Personalize catalog offerings for your target audience.
