Survey: J. Crew leads in Web-generated catalog sales

Consumers who visit apparel cataloger/retailer J. Crew’s Website are 13 times more likely to use the company’s catalog than average Internet users, according to a survey conducted by Nielsen/NetRatings.

The research also showed that those who visit kitchenware cataloger/retailer Williams-Sonoma’s site are 12 times more likely to shop from the company’s catalog. Among other mailers making the ranking were apparel cataloger/retailer Nordstrom (11 times), Williams-Sonoma’s home furnishings unit Pottery Barn (also 11 times), and home furnishings cataloger/retailer Crate & Barrel (nine times).

Other marketers rounding out Nielsen/NetRatings’ top ten are Eddie Bauer (eight times more likely to shop via the Eddie Bauer catalog than average Internet users), Office Max (seven times), Staples (seven times), Victoria’s Secret (six times), and Office Depot (six times).

Catalogers that operate retail chains also dominate Nielsen/Net Ratings ranking of Web users who are likely to visit stores of the sites they view. Leather goods cataloger/retailer Coach leads the list (27 times more likely to shop the store than average Internet users), followed by Neiman Marcus (18 times), J. Crew (10 times), Bloomingdale’s (10 times), Williams-Sonoma (nine times), Pottery Barn (eight times), Crate & Barrel (seven times), Nordstrom (five times), Eddie Bauer (five times), and Macy’s (four times).

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