Catalogue and home shopping on the rise

Perhaps it was the Duchess of Cornwall's decision to wear an affordable dress ordered from a catalogue that sparked interest, as new research has shown that almost a quarter of UK consumers ordered an item direct from a retailer after

browsing a printed catalogue in the past 12 months.

In the same period, 13% ordered an item from an agent after looking at a printed catalogue which was delivered to their home.

The research by YouGov SixthSense revealed that over a quarter of those who bought from shopping catalogues used three channels to complete their purchase. This involved consumers using the catalogue to browse, going on line to order then visiting a store to collect their item.

Almost eight out of ten internet users who bought from shopping catalogues went on to order catalogue products via the internet for direct home delivery. Meanwhile, over a quarter ordered catalogue products over the internet to be delivered to a local store.

Commenting on the findings James McCoy, research director for YouGov SixthSense, said: "In a world where online shopping continues to grow unabated, the key issue for retailers still using printed catalogues is whether continued investment in this channel is warranted - retailers have to think in cross-channel as well as multi-channel ways in order to satisfy shopper needs.

"This report highlights the newly evolved role of the catalogue, moving from its original mail-order purpose to one that sees it act as a catalyst for online sales."

Image: Fashion Catalogue