Consumer insights – direct mail and different types of shopper

Almost 40% of consumers have admitted to shopping for pleasure once a week or more, and although online shopping is on the increase, one in five shoppers still prefer to visit a store than browse online.

But as the recession begins to bite, they are changing their shopping habits and becoming more price conscious. This 2009 MMC presentation identifies different types of shoppers – from shopaholics to special offer seekers – and uses Mintel, TGI and BMRB data to provide insights into how each group responds to direct mail.

Key findings include:

• More than 10 million people who always look out for special offers bought or ordered something as a result of receiving direct mail.

• 84% of people who enjoy shopping say they would open direct mail containing a coupon.

• 40% of people who are tempted to buy products they’ve seen advertised won’t open mail if they don’t know who sent it.