Print Marketing Still Works
- 84 percent of millennials take the time to look through their mail, and 64 percent would rather scan for useful information in printed mail rather than email.
- 62 percent of millennial survey respondents said they have recently visited a store based on information received in the mail, compared to 55 percent of GenX respondents, and 52 percent of Baby Boomers.
Printed catalogs are also still a highly effective marketing tool. Research by the U.S. Postal Service has found that:
- The average time spent looking at a catalog is 15 ½ minutes, and on average, consumers hold on to catalogs for about 20 days.
- 72 percent of people surveyed said that catalogs make them more interested in a retailer’s products, and 84 percent of consumers have purchased an item after seeing it in a catalog.
What This Means for Procurement
”It's not the size of the dog in the fight, it's the size of the fight in the dog.Mark Twain