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
This article first appeared in Future of Sourcing here.
”It's not the size of the dog in the fight, it's the size of the fight in the dog.Mark Twain