Order Channel Shift Happens Quickly

Posted by John Healy, Dydacomp CEO

John Healy, Dydacomp CEOI was looking at our Dydacomp clients’ performance through April of this year compared to last year and the good news is that the business is up collectively 1.29% and some categories like Books, Home Furnishings and Sporting Goods are actually seeing year to date double digit growth.

But when I look at our clients using SiteLINK, their online growth is outstanding, regardless of the measure you use:

SiteLINK Client Performance April

My favorite part is that their average revenue per day is growing faster than visitors, which means the tools we have built into SiteLINK to have visitors find you more easily and then convert and buy more per session are working as designed.

My only regret in looking at the SiteLINK performance is that the traditional mail order generated business is the source of most of the growth.  So literally the shift from mail to online is happening at a much greater pace and I believe will only accelerate, especially in the next two years.  That doesn’t mean that you should stop mailing catalogs.  There isn’t a website out there that will let a consumer look through 300+ items of yours that quickly.  Also, even though the consumer may be transacting on the web, you know that your best online sales days happen right after you drop a catalog in the mail.

So order channel is shifting radically… just be careful of shifting too much of your marketing efforts out of the mail channel because you are seeing online as the dominant order management channel and want to load up on spending online to grow even faster.  You are now challenged to manage a “marketing mix” that will constantly need to be tweaked in order to get the most out of your advertising investment.

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