Trusty catalogue still popular

In a world of Web 2.0, traditional marketing methods – like the trusty catalogue – are still holding their own, new research has revealed.

Research conducted by Sweeney Research into the attitudes of and usage of unaddressed advertising mail by Australian consumers, found that 89 percent of households are happy to receive catalogues, while 85 percent of Australians read the catalogues delivered to their letterboxes.

Australian Catalogue Association CEO, Ken Bishop said the research went a long way to cementing the industry’s position as the most effective form of message delivery for retailers in reaching their consumers.

“The research demonstrates to Australian retailers the remarkable effectiveness of this form of marketing. It allows retailers to engage directly with the consumer and enables them to deliver important information about products into a consumer’s home, so they can make an informed decision at a time that suits them,” he said.

The research was based on 600 interviews conducted Australia-wide, in order to identify trends from similar 2006 research conducted by Sweeney.

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