Mail in the home shopping sector

What are the strengths and weaknesses of the home shopping sector?  This 2011 MMC report reveals marketing opportunities in this popular multi-channel sector.

Data from a range of sources including TGI, Mintel, Ebiquity and Nielsen Ad Dynamix gives an insight into direct mail's effectiveness in the home shopping sector.

What's clear is that while the sector is spending less on advertising, direct mail still dominates the media mix with 65% of marketing spend. In fact, a multi-channel approach works well for this sector, with catalogues and mailings driving traffic to retailers' websites.

Key findings include:

• 17.9m people in the UK bought from a mail order catalogue in the last 12 months.
• Home shopping is popular across all social groups, though some are undertargeted. ABs account for 29% of mail order purchase but receive only 19% of mail order direct mail. 
• Younger age groups account for 24% of mail order purchases but receive only 8% of mail order direct mail.
• Not everyone likes to browse online - 19% of the population tend to browse mainly at print catalogues. These mail order shoppers are most likely to place their order by phone, but may also purchase online or via the mail.