Direct mail drives to store and web – retail sector

This 2007 Royal Mail report uses data from Continental Research to map out the key role direct mail plays in influencing consumers to shop in-store and online.

Focusing on the retail sector, it provides valuable consumer insights and information, including:

• Women and word-of-mouth advocates are most receptive to retail direct mail

• Twice as many people are influenced to visit stores as a result of direct mail offers than email offers

• Even among internet users, vouchers in the post are the most compelling driver to store

• Direct mail drives incremental new business. Of those influenced to use a particular brand by direct mail, 31% were only driven to purchase by the mailing.

• Over two-thirds of people in the 18-34 age group feel valued as a customer when they receive post from a company or retailer they know.