Survey finds print marketing a shopper favourite

The latest ACRS Omnibus Survey Results report finds print marketing, including flyers and catalogues, continue to have a leading place because consumers find them easy to read and understand over other channels. The results of the survey spell good news, especially for the nation’s letterbox catalogue printers. Despite running against an increasingly competitive market, the survey finds letterbox marketing will remain stable over the next 12 months, with 90 per cent of consumers reporting they intend to use the same amount or more.

ACRS Omnibus Survey: consumers prefer print catalogues/flyers

ACRS Omnibus Survey: consumers prefer print catalogues/flyers

It found 35 per cent of respondents preferred print catalogues and flyers because they are easy to read and understand, while 28 per cent of shoppers also stated they preferred print because they could better understand specials and product information in a print format. Most people surveyed reported to receive supermarket letterbox marketing on a weekly basis (62 per cent), while department stores (36 per cent), and hardware outlets (27 per cent) are other categories which shoppers reported they received print material from frequently. However in terms of preference, shoppers stated they wanted more letterbox material from department stores, and 56 per cent expressed a desire to receive supermarket catalogues and catalogues on a weekly basis. CEO of the Australasian Catalogue Association (ACA) Kellie Northwood comments, “ 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 more 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.” When exploring how consumers use print catalogues, 50 per cent of survey respondents reported they would use an unaddressed catalogue/flyer from a new company for price comparison purposes, 36 per cent stated they would go online for additional information, and 36 per cent reported they would head instore to check out the deal. Northwood says, “Understanding the data and research of our media is critical for the ACA to communicate to our customers the power of letterbox marketing.”  

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