Abacus: Traditional Mail Order Still Rules

According to the Abacus 2006 Multichannel Trend Report, the majority of direct sales captured in 2005 continued to take place via traditional “mail order” (phone/mail/fax), with 51% of households ordering through traditional channels.

But household purchases from the mail order channel were down 5% from 2004. Not surprisingly, the proportion of dollars and transactions generated via the Web continues to grow steadily, at 19% for dollars and 17% for number of transactions.

“With the continued shift in the channels, it has become increasingly difficult for a marketer to understand which marketing efforts drive purchases and how to allocate marketing dollars across channels. Now more than ever, it is important for marketers to have a better understanding of a consumer’s path to purchase,” says Bob Fetter, senior vice president of data management services for Abacus.

“In which cases did the catalog prompt an online purchase? Did the consumer search online before purchasing at a retail location?” asks Fetter. “In order to answer these questions – and many more – marketers should consider a marketing database that analyzes the path each customer takes toward a purchase. Understanding this type of buyer behavior will undoubtedly improve a marketer’s ability to formulate contact strategies and allocate marketing investments appropriately.”

Partner Content

Hincapie Sportswear Finds Omnichannel Success in the Cloud - Netsuite
For more and more companies, a cloud-based unified data solution is the way to make this happen. Custom cycling apparel maker Hincapie Sportswear has leveraged this capability to gain greater visibility into revenue streams, turning opportunities into sales more quickly while gaining overall operating efficiency. Download this ecommerce special report from Multichannel Merchant to more.
The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.