19/11/2004

RESEARCH

Catalogue/mail order sales moving online

According to the DoubleClick Holiday 2004 Shopping Report, there is a continuing channel shift towards online sales in catalogue-driven purchases.

35% of catalogue-driven orders in 2004 were recorded at call centers (vs. 54% in 2003), 36% were recorded online (vs 22% in 2003) and 29% in stores (vs. 24%).

When the direct channels are analyzed in isolation, the number of orders by channel has gone from 70% at call centers versus 30% online in 2003, to 50% through each channel in 2004.

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