Mail in the mix: the retail sector

The need for most UK retailers to maintain both a high street and an online presence has increased the pressure on marketers in the retail sector to drive sales to both platforms.

BrandScience’s 2010 research examines the performance of competing advertising channels used by a retailer to boost its sales online and in its high street stores.

It highlights the effectiveness of the retailer’s investment in direct mail in delivering multi-channel ROI compared with the other key channels used including search, outdoor and radio.