Catalogues and Mail Order Shopping 2012

£2,500 + VAT

This report quantifies usage of catalogues, in the context both of online usage and usage of other print media-based shopping, as well as in relation to cross-channel shopping behaviour where customers make purchase selections in one channel but complete the transaction in another channel. Research in the report gauges the influence of catalogues on purchasing decisions that may be made in another channel, such as online or in-store, and identifies which consumers have an affinity for catalogue shopping, why they like it, whether they will continue to use it in future and what they expect from the experience.
Report Info
Table of Contents
  • Introduction & Scope
  • Methodology
  • Report Summary
    • Home shopping is of growing importance to shoppers
      • Catalogues’ importance in home shopping
      • Cross-channel behaviour among catalogue shoppers
      • Opportunities for multi and cross-channel selling
      • Home shopping expenditure by channel
      • Payment preferences show credit shopping continues to appeal
      • Better prices provide the main motive for home shopping
      • Beginning the catalogue shopping journey
      • Maintaining an influence on shoppers through catalogues
      • Sustaining the relevance of catalogues
      • Engaging with clothing and footwear shoppers through catalogues
      • Engaging with household goods shoppers through catalogues
      • Engaging with leisure goods shoppers through catalogues
      • Brand engagement
      • Retaining relevance through high levels of satisfaction
      • Continuing the journey
  • Trends in Home Shopping
    • How is home shopping activity changing?
      • Affluent shoppers making more use of home shopping
      • Use of home shopping channels
      • Home shopping repertoires
      • Numbers of purchases by channel
      • Value of purchases by channel
      • Home shopping expenditure by channel
  • Channel Usage
    • Online shoppers – ordered having browsed the internet
      • Analysis
      • Email – ordered in response to email
      • Catalogue shoppers – ordered having browsed a printed catalogue
  • Direct response – ordered in response to advert in newspaper or magazine
    • Analysis
      • Agency catalogue – ordered from an agent delivered catalogue
      • Direct mail – ordered in response to mail received in the post
      • Door drop – ordered in response to leaflet or loose insert
      • TV shoppers – influenced by TV shopping channels
      • Home shopping payment preferences
  • Motives for Shopping from Home
    • Advantages of home shopping
      • Can get products at better prices than in the shops – 61%
      • Disadvantages of home shopping
      • Integrating catalogues by leveraging cross-channel behaviour
      • Beginning the journey – catalogue customer recruitment
      • Maintaining an influence on shoppers through catalogues
      • Sustaining the relevance of catalogues
      • Engaging with clothing and footwear shoppers through catalogues
      • Clothing and footwear purchasers
      • Clothing and footwear expenditure
      • Clothing and footwear purchasers’ perceptions
      • Engaging with household goods shoppers through catalogues
  • Household goods purchasers
    • Small electrical appliances – 28%
      • Gardening goods, including plants – 20%
  • Household goods expenditure
    • Very light spenders – under £100 in last 12 months – 37%
      • Medium spenders – £100-£250 in last 12 months – 34%
      • Household goods purchasers’ perceptions
  • Engaging with leisure goods shoppers through catalogues
    • Leisure items and gift purchasers
      • CDs, DVDs and other music and entertainment products – 23%
      • Leisure items and gift expenditure
      • Fairly modest expenditure levels
  • Leisure items and gift purchasers’ perceptions
    • Can choose from a wider range of products – 46%
      • Do not have to go out to the shops – 45%
  • Brand Engagement
    • Argos catalogue
      • Key users
      • Tesco Direct catalogue
      • Shop Direct Home Shopping
      • Next Directory
      • N Brown Group
      • Otto Group
      • M&S Home catalogue
      • Mothercare/Early Learning Centre catalogue
      • Boden catalogue
  • Laura Ashley Home catalogue
    • Analysis
      • The White Company catalogue
  • Scotts & Co Direct Retailers
    • Analysis
      • Lands’ End catalogue
      • Findel Home Shopping division
      • Betterware catalogue
      • Avon catalogue
      • John Lewis Home catalogue
      • Ann Summers catalogue
      • Screwfix catalogue
      • Wickes catalogue
      • Maplin Electronics catalogue
      • The Book People
      • Cotton Traders
      • Lakeland
      • Other catalogue retailing companies
    • Speed of delivery
      • Within 48 hours – 18%
      • Perceptions of delivery arrangements
      • Perceptions of shopping experience
  • Future Use of Catalogue Brands
    • Analysis
  • Appendix
    • Questionnaire
      • Q1. Thinking about the amount of shopping you do from home, either by mail, phone, online or TV, compared to the amount you do in the shops, which of these statements best describes you?
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