BtoB

Catalog sales up, DMA study finds

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New York—Seventy percent of catalog and multichannel marketers have increased multichannel sales compared with last year, and 59% say they have increased catalog circulation, according to the Direct Marketing Association’s Multichannel Marketing in the Catalog Industry report published Tuesday.

The findings are based on an online survey of 474 catalog marketers in April, with the participation of database marketer Epsilon and Haggin Marketing, a direct marketing agency. Twenty-eight percent of respondents were b-to-b marketers.

More than half of all respondents said they have fully integrated marketing and advertising, product selection, pricing, fulfillment, and shipping and handling policies.

In addition, 44% of total mail-order catalog sales are consummated via the Web, as opposed to mail or telephone, the study found.

—Carol Krol

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