myroyalmail.com - Direct mail is the Next step

[TrueBlueTerrier]

http://www.myroyalmail.com/news/2014/09 ... -next-step" onclick="window.open(this.href);return false;

Fashion retailer Next has announced plans to increase its use of direct mail marketing after receiving a boost in new customer numbers and sales.

Chief executive Lord Wolfson was quoted in Marketing Week saying that Next decided to ‘switch back on’ its use of direct mail after a seven-year gap.

Lord Wolfson said: ‘Next has turned it (direct mail marketing) back on and found that it helped to increase sales in the UK. The push means marketing spend has increased this year as a percentage of sales.

‘But because the sales are profitable it will help to increase overall profits.’

Direct mail has been in decline. Ofcom’s latest communications report stated that direct mail’s share of total UK advertising spend fell to 14.1 % in 2013.

However, the same report also indicates changing attitudes. Direct mail is expected to return to growth in 2014, by 0.6% and again in 2015, by 1.8%.

Jonathan Harman, managing director of MarketReach, said: ‘The investments we have made in building a team of media specialists backed by planning, data and insight experts are paying off. This news demonstrates that Next find the case for mail compelling, and the team are working hard to generate more success stories like this.’

[wabbithunta]

Is this why, recently, we've been seeing Next catalogues in the mail?
Will RM get a nice contract for these? If so, hopefully, they won't be the huge "books" that they doorstep people with and will just be the small catalogue type that we delivered a while ago.