I am trying to decide if a catalog is right for my business. Its a gift basket business and gift basket supply business. I am trying to find out where I can find conversion ratios or catalog conversion estimates. thanks
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From personal experience, catalogs can widely vary in conversion rates usually most dependent on the delivery method. The most successful use I have seen of a printed catalog is the inclusion in a shipped (or delivered) item. I believe it is extremely important to include additional sales opportunities in any shipments of packages, more so when the company is strictly an online company. If I were spending dollars on a "cold" campaign with catalogs, I would definitely target the supply & wholesale side of things versus the consumer. This is a much narrower market and would likely yield a better result. That said, you will be shopped based on price more so than the consumer experience. One strategy would be to target smaller resellers who may have not developed the volume needed to warrant bulk pricing from larger wholesalers. For more research, I recommend the following: http://www.dmnews.com/cms/dm-news/catalo… http://www.emarketer.com/ http://www.usps.com/directmail/ http://www.forrester.com/rb/research
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