August 17 2007

Online shoppers flick before clicking

Time poor, cash-rich consumers see catalogues as a convenience with seven out of ten shopping from home in the last 12 months - 80% had browsed a catalogue before making the purchase online.

The consumer research by Experian reveals that one of the strongest growth area in the past year has been men's fashion, which grew 347%. Homes and furnishings grew by 509%.

As the traditional catalogue industry has moved to the online arena, so the pure plays have been using paper catalogues to increase online sales.

"Consumers are embracing the mix of old and new media," says Mark Peacock, Home Shopping Consultant at Experian Integrated Marketing. "The days of brands using an 'either/or' communications strategy are well and truly over. It's critical that companies blend their online and offline capabilities to achieve long-term growth."

This growth in 'flick to click' shopping is also being fuelled by shoppers using catalogues to get access to high quality goods.

Argos, which has been associated with low cost general merchandise, now also being sold by Tesco Direct, is introducing more premium brands into its catalogue. As The Telegraph reports, Argos is trying to reach consumers wanting to trade up.

Emma Herrod