Direct mail campaigns pay dividends for home shopping sales
22 Jun 2011: Abacus, the transactional data specialist, has announced the results of its inaugural Annual Trends Report, of the most comprehensive studies into the health of home shopping in the UK, including a look back at revenue trends in 2009 & 2010.
Key trends included huge growth of 36.1% in spend on Mature Clothing, increased mailing campaigns driving up sales in Gifts, Gadgets & Entertainment, and strong growth in the Beauty & Health sector of 26%.
The Annual Trends Report was extracted from the Abacus co-operative of 700 direct commerce retailers (500 million transactions; £20bn in spend) and provides an unprecedented view of consumer spending patterns and the fortunes of various sectors of the home shopping industry.
The research demonstrates the key role direct mail still plays within an integrated marketing strategy. The company says the results clearly demonstrate the role ‘mailing smarter’ can have in driving consumers online and underline the importance of precise data targeting, segmentation and an effective multichannel campaign management programme in cutting down wastage and delivering optimum results.
Overall results were positive with a revenue index growth of +7.4% Year on Year growth, particularly in November 2010 at +19.7% and Average Order Value remaining unchanged at £50.3.
To request a full copy of the Abacus Annual Trends Report, email info@abacusdirect.com
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