CATALOGUE MARKET GROWING
By Adnews Staff
Canadian companies selling their wares through direct response catalogues are predicting their revenue will grow 4% this year, according to a survey done by the Canadian Direct Marketing Association's Catalogue Council. In 1994 the catalogue sector of the direct marketing industry had revenues of over $1 billion, a 3% growth over the previous year. Respondents found the most effective method for getting new customers is the "friend-get-a-friend" offer; 46% of cited it as a good or very good tactic. Fifty-four percent of cataloguers offer customers a discount on the first purchase. Gifts or premiums with purchases are the most popular customer incentive; 62% of companies use them. Fifty-eight per cent use volume discounts and 48% use dollar-off coupons. This catalogue survey is in the 1995/96 CDMA Fact Book, available through the CDMA.