May 21, 2008

ACCM 2008: Channel Sales

Bill Bass of Fair Indigo shared a fact "... half of our online sales are driven by catalogs".

He also quoted the distribution of sales by channel.

We combine the two pieces of information for the following table:

Fair Indigo Sales Distribution







Online Catalog Store
Channel Recording The Sale 70.0% 25.0% 5.0%
Channel Driving The Sale 35.0% 60.0% 5.0%

This is typical of many Multichannel Forensics projects I work on. It is popular to assume that catalogs drive 80% or more of online sales (via matchback analytics). Multichannel Forensics often illustrate trends comparable to those at Fair Indigo.

When this happens, there's cost-savings "a plenty" when executing catalog marketing to online customers.

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