Catalogs Drive Multichannel Sales

Only 43 percent of sales attributed to catalog mailings were recorded at catalog call centers, according to the “2004 Abacus Annual Catalog Industry Trend Report.” Of the remaining catalog-driven sales to existing customers, 33 percent were recorded on Web sites and 24 percent in retail stores.

These customers are more familiar with the brand and therefore more likely to trust and take advantage of additional sales channels, said Abacus analysts.