If you are in the business of mailing print catalogs, watch your back. Over the last few years, a number of leading print catalog merchants watched online sales cross the 50% of sales threshold. Others concede that online catalog sales will overtake traditional print catalog sales this year or next. Well, Disney has decided not to wait for the inevitable. They are abandoning print catalogs all together as a result of their surging online success.
Last year, Disney spent $ 18 million to mail 30 million print catalogs. But phone orders from these catalogs dropped 45% from the year before. At the same time, email offers and online orders soared. Now more than 80% of Disney Shopping sales occur online.
Marketing Blurb is not surprised. We knew e-commerce would be huge back in 1986—we just couldn’t find an audience. DM News has more.
» Get Your Recruiting Efforts Online from GoodRecruits
When Disney makes a move as drastic as this, it probably pays to look closer at the trend behind it. MarketingBlurb, another KMM site, has this to say about Disney tossing paper catalogs in the recycling bin for good: If... [Read More]
Tracked on: February 22, 2006 9:36 PM | Permalink to Trackback