Majority of direct marketers employ multichannel strategy

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New York—Offering further evidence of marketing channel convergence, a study by the Direct Marketing Association found more than 80% of direct marketers have consistent pricing, inventory practices, shipping and fulfillment standards between channels.

That was among the findings in the 14th edition of the DMA’s “Multichannel Marketing in the Catalog Industry” report, which was released Monday. The report was produced in partnership with Abacus, which contributed trend data on purchases from its Abacus Alliance database.

In addition, marketers said 28% of Web sales shifted from phone or direct mail channels, while 40% of Web sales came from new customers.

Internet sales comprised 39% of all direct marketing sales in 2005; that percentage is expected to be 44% this year, according to the DMA.

—Carol Krol

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