Restoration Hardware’s catalog is building online and store sales
Much has been made of the desirability of the multi-channel shopper. New findngs from Restoration Hardware Inc.’s tracking of sales that resulted from a catalog mailing confirms that retailers are well served to encourage customers to shop in more than one channel. Restoration Hardware reports that 40% of online traffic is driven by the catalog, and that its average online order size increased 30% as a result of a catalog campaign. It also notes that catalog recipients spend 25% more in its stores than its average shopper. Restoration Hardware obtained the results using the ChannelView web-based analysis product from DoubleClick Inc.’s Abacus division.
In addition, the retailer tracked 15% more web sales to a specific marketing campaign than it was able to identify earlier.
"Now that we can see how each channel`s sales are impacted by catalog mailings, we have a methodology for calculating and charging each channel its fair share of the costs," said Christine Parish, director of catalog marketing for Restoration Hardware. "Senior management could see that mailing catalogs does bring customers into the stores, and ChannelView has shown us that these customers also spend quite a bit of money in our stores."
As a result of obtaining the information, Restoration Hardware is increasing the mailing of catalogs in stores’ trade areas.
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