Shop the Catalog feature drives up conversion rates, study says
Online retailers are experiencing sales conversion rates from online catalogs as high as 8 to 10% and some report conversions double their overall web site conversions, research and consulting firm The E-Tailing Group says in its June report, "Shop the Catalog: Consumer Appeal Marries Merchant Satisfaction."
The "Shop the Catalog" feature offered by a growing number of online retailers lets shoppers click through a virtual catalog designed to mimic a printed version offline shoppers are accustomed to viewing, with the same graphics and pages that appear to turn with the use of rich media tools. The feature can make some consumers more comfortable with online shopping and can be used to build a retailer’s brand online, the report says.
"There is much residual value as many customers who view the catalog online do not shop immediately," the report says. "Some customers shop the catalog on-site and purchase offline, particularly via the store channel. ‘Shop the Catalog’ delivers an intrinsic branding value as well, which is nearly impossible to measure." The report adds that the Shop the Catalog feature may often lead to sales that never get credited to the electronic catalog.
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