Accessing Virtual Channels in the US: Catalogs and Mail Order

As the United States recovers from the worst economic crisis in a generation, Australian companies are re-focusing on what remains one of the largest consumer markets in the world. While potentially lucrative, with total consumer expenditure in excess of $10 trillion per annum, the US is also ultra competitive and has seen some of the highest 'failure' rates for Australian exporters.

One of the fastest growing segments of the US consumer market (often overlooked by Australian companies) is 'virtual' or 'alternate' channels including E-commerce, catalogs and television retailing. Even before the internet gained popularity, the US had a very strong home shopping culture and more than 70% of households now regularly purchase items online or by other virtual means.

Many people thought that the advent of the Internet would spell the end of the catalog business in the US but today consumer mail order sales are estimated at over $360 Billion per year. There are over 7000 mail order catalogs in the US offering exposure to millions of potential customers across key demographics.

Date recorded: Thursday, 14 June 2012
Speakers: Dale Talbott - Essex Sales and Marketing & Stephen Farrell – Senior Buyer, Hammacher, Schlemmer

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