By Tess Wittler
According to catalog consultant Stephen Lett, the most effective catalog and multi-channel offers are:
- Free shipping.
- Dollar amount off.
- A percentage off.
- A free gift with purchase.
Lett notes that free shipping can increase catalog sales by 20% or more.
Dollar discounts work better than percentage discounts because, says Lett: “Consumers can relate to actual dollar amounts easier than they can calculate the percentage.”
Source: Catalog Success, 4/09, p. 24.
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