From a 1995 article appearing in the Thursday, May 18, 1995 San
Francisco Examiner:
"Women don't shop on computer. The typical computer
shopper is male, 25-34, while the typical catalog shopper
is female, age 25-40. It's a complete mismatch," Huber
said, adding that the electronic catalog market is now
just a $352 million gnat in the multibillion-dollar
catalog industry.
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From http://www.insight-corp.com/ecomm.html - Insight market research
reports - they sell a full report at this site:
So how successful have vendors been with e-commerce catalog shopping
thus far? Lands End, one of the earliest consumer catalog marketers
on the Internet, said in their 1998 annual report, Every e-commerce
sale has the potential to be a more profitable sale than through the
catalog given expected savings on selling costs and order processing
costs. Yet the transition from print catalog to e-commerce catalog
can be very difficult, as evident in Lands End latest earnings
release. While landsend.com generated $61 million in sales in 1998,
three times over 1997 sales, that amount still only accounts for 4.5
percent of Lands End total 1998 sales. In 1999, landsend.com
accounted for approximately 10 percent of the companys sales. In the
fourth quarter of 1999, Lands End stock fell 33 percent after they
announced a warning of lower sales due to their decision to send out
fewer and thinner catalogs, and to shift more of their customers from
traditional mail-order to purchasing items at the Lands End Web site.
The company wants a significant portion of their business to come
through the Internet over the next three to four years, so they are
making the hard decisions now.
However, Insights analysis suggests that e-commerce catalogs are NOT
about to replace print catalogs in either the consumer or business
segments over our forecast period. In fact, a number of consumer
catalog companies have found that their Web site promotes distribution
of their print catalog since they more easily reach new potential
customers, and both new and established customers only need to click
to request a copy of the companys catalog in the mail. Thus, as many
customers will continue to cling to the print catalog, these same
customers are deep in the e-commerce milieu, an environment that
encourages them to shop electronically. Companies may not realize the
gains in entirely displacing the printed catalog, but the savings
associated with order processing may be where the real savings are
buried.
I hope this information is of assistance. |