With media channels vying for customer attention room in an increasingly competitive market, catalogues and letterbox marketing remain stable, according to the latest ACRS Omnibus Survey Results report.
The survey found that 90% of consumers intend to use catalogues the same amount or more over the next 12 months.
“The latest ACRS Omnibus survey outlines common trends we are seeing in letterbox and print marketing across Australia and New Zealand – print material, including catalogues push to in-store and online especially well for retailers, catalogues are also used most commonly for price comparisons and market checks to assist consumers in their path to purchase and consumers interpret messaging with greater clarity when reading from printed paper over other channels," said Kellie Northwood, CEO, Australasian Catalogue Association (ACA).
About 44% of Australian shoppers read unaddressed catalogues and flyers to understand sales or specials in a particular store. Shoppers also read unaddressed catalogues and flyers to discover new products (38%), to gather new ideas about future purchases (35%), for things that might surprise them (35%) and to keep informed (35%).
The convenience of catalogues and letterbox marketing is a strong credential according to shoppers, with the latest report finding “catalogues and flyers are particularly liked by Australian shoppers because they are easy to read and understand (35%). 28% of shoppers reported that they understand specials and product information better when in print, the report found.
“Understanding the data and research of our media is critical for the ACA to communicate to our customers the power of letterbox marketing," said Northwood. "Included within these datasets is the wider print industry as everything being distributed within the letterbox is print material including catalogues, flyers, direct mail pieces and more."