Direct Mail Helps Increase In-Store Visits from Customers; New Vertis Customer Focus Study Shows Impact of Direct Mail on Retail Customers.

BALTIMORE -- Vertis, the premier provider of targeted advertising, media, and marketing services, today announced the results of its proprietary Customer Focus(R) 2005: Retail Direct Marketing study, which reveals that 24 percent of adults who read direct mail have visited a store in the past 90 days, prompted by receiving a retailer's direct mail piece (See Figure A).

"With the huge number of products competing in the marketplace, consumers are always seeking information on the prices and selections available to ensure they are getting the best value," said Therese Mulvey, vice president, marketing research, at Vertis. "Adults have become more receptive to using direct mail to obtain this information, and it has proven to be an effective medium for retailers to connect with new customers."

According to the Customer Focus study, 63 percent of adults say that an interesting looking package makes a difference as to which direct mail they open. For 51 percent, a special offer or discount will make a difference as to whether or not they open the direct mail. It is important for retailers to know which type of packages will attract consumers for them to increase the effectiveness of a direct mail campaign.

The Vertis Customer Focus(R) 2005: Retail Direct Marketing study shows the following additional findings, which provide insight into the direct mail readership of consumers in the retail industry:

Adults Visit New Stores Based On Direct Mail

--Of the direct mail readers surveyed, 33 percent of older baby boomer (1946-1955) women said they visited a new store in the past 90 days based on direct mail received from a retailer (See Figure A)

--Similarly, of the adults surveyed, 28 percent of Generation X (1965-1976) men who read direct mail visited a store where they typically do not shop based on direct mail

--26 percent of female Generation Y (1977-1994) direct mail readers said they visited a new store based on direct mail

--Of the total adults surveyed, 25 percent of those with a household income of $30,000 - $50,000 who read direct mail said they visited a store where they typically do not shop due to direct mail

Types Of Retail Direct Mail That Women Read

--94 percent of female younger baby boomer (1956-1964) retail direct mail readers said they read mail from discount stores, compared to 83 percent of older baby boomer women (See Figure B)

--95 percent of female younger baby boomer retail direct mail readers said they read information from a department store, compared to 84 percent of Generation X (1965-1976) women

--90 percent of female Generation Y (1977-1994) retail direct mail readers said they read grocery direct mail, compared to 85 percent of older baby boomers 

--75 percent of female older baby boomer retail direct mail readers read information received from a home improvement store

Types Of Messages Adults Respond To

--82 percent of Generation X women who read retail direct mail said they have replied to buy-one-get-one free messages, compared to 63 percent of men in the same category (See Figure C)

--Of the male Generation Y adults surveyed who read retail direct mail, 79 percent said they respond to direct mail messages that include discounts off a single item, compared to 67 percent of women in the same category (See Figure D)

--76 percent of adults with a household income of $50,000 - $75,000 who read retail direct mail have responded to messages with coupons

--Similarly, 72 percent of adults with a household income of less than $30,000 who read retail direct mail said they have responded to messages with buy-one-get-one free offers

Who Are The Retail Direct Mail Readers?

--Of clothing store direct mail readers, 71 percent are women and 29 percent are men (See Figure E)

--Of home electronics store direct mail readers, 51 percent are men and 49 percent are women

--27 percent of home electronics direct mail readers are Generation X adults

--Of clothing store direct mail readers, 23 percent are younger baby boomer adults

About Customer Focus(R)

Customer Focus(R) is Vertis' proprietary annual study tracking consumer behavior across a wide variety of industry segments -- home improvement, furniture, grocery, sporting goods, home electronics, optical, insurance, credit cards, nonprofit, financial, retail, office supplies, and discount stores -- and media including advertising inserts, direct marketing, and the Internet. The survey was first conducted in 1998 and, in subsequent years, has been expanded and modified to identify emerging consumer behavior patterns and track shifts in consumer practices and motivations.

Since its inception, Customer Focus(R) has proven to be one of the nation's most comprehensive examinations of consumer behavior. The survey of 2000 adults -- conducted by one of the nation's leading field research companies in August/September 2004 -- measures both general and industry-specific shopping trends, and Vertis provides the significant data as a value-added service to its clients.

To acquire a customized Customer Focus(R) 2005: Retail Direct Marketing study or speak to a Vertis executive, please contact Michelle Metter or Maria Amor at 619-234-0345.

About Vertis

Vertis is the premier provider of targeted advertising, media, and marketing services that drive consumers to marketers more effectively. Its comprehensive products and services range from consumer research, audience targeting, creative services, and workflow management to targeted advertising inserts, direct mail, interactive marketing, packaging solutions, and digital one-to-one marketing and fulfillment. Headquartered in Baltimore, Md., with facilities throughout the U.S. and the U.K., Vertis combines best-in-class technology, creative resources, and innovative production to serve the targeted marketing needs of companies worldwide.

To learn more about Vertis, visit www.vertisinc.com.

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