Is traditional Direct Mail still a driver for Nordic eCommerce growth?

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Author: Andy Packham, Sales & Marketing Director, DirectLink

Considering eCommerce in the region has experienced steady growth for several years - and that Nordic consumers show a clear preference for making purchases via electronic devices, it would surprise no one that digital elements are key drivers in a booming market.

 

What may come as surprise is that when it comes to customer acquisition and retention, traditional, physical DM still has a very strong position in the Nordic media landscape.

 

Unlike the UK, in the Nordics the preference for both addressed and un-addressed physical DM remains very strong. To the extent that close to 13% of the total investments in different media channels for the region is spent on Direct Mail.

 

Nordic Region Direct Mail

 

In a market where 75% of the population shop online during an average quarter - and where the total value of online purchases in 2015 was in excess of €17bn, Nordic e-retailers understand the power of Direct Mail as a highly efficient and cost effective method of identifying , capturing and keeping new customers.

 

There are several major factors in this piece, most notably:

  • 67.5% of all households (5.2million) say ‘yes’ to receiving Unaddressed DM in the mailbox - and are therefore highly suitable for acquisition
  • Abundance of Personal data – creating excellent targeting possibilities

 

To find out more information about the benefits of entering the Nordic Region online market: Download our free cross-border trading guide

 

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