Abacus Indicator: Trichannel Shoppers Best

Perhaps to no one’s surprise, the Abacus Indicator from Broomfield, CO-based direct marketing data and services provider Abacus says trichannel shoppers are among a cataloger’s best customers. In a recent study comparing Abacus Alliance households with retail transactions to those without, Abacus found that retail households made 45% more purchases in direct channels than nonretail households–an average of 28.5 transactions vs. 19.7 during the past five years.

“This data strongly suggests the impact of channel convergence on what was the traditional catalog business,” says Casey Carey, vice president of marketing for Abacus. “As a result, many of our clients are seeing retail transaction data becoming an increasingly important component in the models we using to drive direct channel response from catalog-based offers.”

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