Researchers from the University of Sydney have found that junk mail is enormously effective in boosting in-store sales.
The study found that featuring products in mail catalogue advertising significantly increased sales compared to advertising products on in-store radio.
The sales increases ranged from a 67 per cent increase for disposable razors to a tenfold increase for sandwich toasters.
“The results are surprising because the retailers would have spent millions of dollars on in-store radio, whereas junk mail doesn’t seem at all sophisticated in marketing,” Professor Charles Areni said.
The research will soon be published in the Journal of Marketing Communications.
Read more at University of Sydney