Research by The Touch of Class Catalog, part of Parke-Bell Ltd., has shown that 60 percent of its online orders come from customers holding a catalog while sitting at the computer, DMNews reports (via MediaBuyerPlanner). As a result of those findings, in a test running the next few months, demonstration videos will be available at www.touchofclasscatalog.com, where visitors can watch the in-motion utilities of products.
If customers take to video and orders increase, likely so will the investment in the test later this year.
The Touch of Class Catalog, averaging $175 per order across direct channels, targets a demographic that's 88 percent female, mostly ages 35-64. Along with regular monthly mailings, the private firm biannually drops to segmented groups its biggest catalogs in the volume of millions. The autumn book will total 92 pages, and it will go in-home for the week of July 4.
