By launching its online arm, is hoping to offer advertisers the opportunity to gain higher spend per customer and substantially higher average order value.
In addition, RDP, whose catalogues include Consumer Information Centre, Info, Travellers Oasis, Kiddies Collection and The Gallery, is introducing new features to improve the quality of online responses. The sites will not driven by competitions and giveaways, responses will be non-incentivised and there will be a double opt-in requirement from consumers.
Consumers can request physical catalogues and brochures, as well as e-brochures and e-catalogues, with immediate follow-up by phone or email available to clients.
Hein van Vroenhoven, director of new channels at RDP, said: "When a consumer has both a printed catalogue to hand and an online order facility, multi-channel marketing has been proven to generate substantially greater sales than online or printed catalogues alone."
RDP is working in partnership with online catalogue and brochure request services group Holiday Wizard on the arm.
The group has an email database of around 250,000 proven direct mail purchasers that can be targeted by age, social group and lifestyle.
Van Vroenhoven said: "Advertising in response catalogues combined with email targeting and online ordering is proven as a way to increase ROI on advertising."
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