What Will Letterbox Marketing Look Like in 2050?

What Will Letterbox Marketing Look Like in 2050?
SHARE
THIS


What best describes you?

In this guest piece, Kellie Northwood (Pictured below), CEO of the Australasian Catalogue Association (ACA), discusses the future of letterbox marketing and where catalogues will fit in the changing landscape.

Kellie Northwood

Digitalisation or ‘phigitalisation’ – what is the future of letterbox marketing and what will a letterbox look and feel like in 2050? With digital disruption, the role and relevancy of catalogues, a strong letterbox player, could be questioned. Good thing that catalogues, both printed and online, offer much more than the mere product lists found within retailer’s bricks and mortar or virtual stores.

Catalogues curate and organise information for customers, they present offers and special deals and they show products in context and in association with each other. Most importantly, they have taken the current marketing challenge to reinvent and strengthen their role and position on the path to purchase.

With an audience reach of 21.8 million, Australians read printed catalogues. However, with digital seeing two million readers and 62 per cent of Australians reading at least one online catalogue a week, they too have an audience. Perhaps our letterbox of the future will be a virtual one? Some predict the letterbox will be larger to hold parcels. Others question, ‘Will our letterboxes have barcodes to identify the content that is to be distributed into the household?’ ‘Will the postie or distributor print a personalised catalogue by household address at the point of delivery?’ ‘Will they scan specific vouchers and sales offers based on your letterbox code?’ ‘How targeted is too targeted?’

We can only make predictions on what the future letterbox will look like, but one thing we know for sure is that data will have a big role to play. Retailers can now use a variety of data inputs and catalogue platform outputs to collect weekly updates and adapt their in-store marketing, product display and stock levels according to product popularity and trends. With research showing that seven out of 10 readers make a purchase (71 per cent actually buying in store) as a result of reading an online catalogue, 60 per cent of consumers that are ‘just browsing’ end up making a purchase, and 77 per cent of Australians read a physical catalogue every four weeks, the ability to leverage data and drive sales to virtual and physical in store retailing via catalogues is more effective than ever.

From the marketer’s point of view, catalogues are cost-effective, sought after and allow flexibility within a weekly delivery schedule. Further, they offer a goldmine of customer engagement and behaviour data: most popular categories, bestselling products, best page performers and sales drivers.

For customers, catalogues offer a range of features that take them closer to their purchase – they can compare products and prices, search across hundreds of offers and have direct access to shopping triggers. Studies show the pivotal role of catalogues for comparative purposes in the process of making a purchase decision. The 24/7 availability of catalogues in the home and the fact that there is no geographical discrimination make them the ultimate tool for an optimised comparative process.

Online catalogues are certainly great performers. However, customers still express a clear preference for printed ones. Roy Morgan’s Single Source Survey (2015-2016) shows that 69 per cent of Australian consumers across all ages prefer printed catalogues, while only 9 per cent prefer digital ones. This shows that the physicality and tactile in-home relationship shoppers have with catalogues dominates preferences. This is consistent with the ACRS Survey showing that Australian shoppers prefer printed catalogues and flyers because they are easy to read (35 per cent) and more convenient to plan one’s shopping (21 per cent). Further, shoppers understand specials and product information better in print (26 per cent). Evidence the printed catalogue is here to stay.

We know catalogues have a presence in both brand equity and path to purchase. We also know that digital and physical catalogues are demonstrating strong sales results and brand loyalty. With every Australian household having a letterbox and catalogues outperforming other retail marketing channels, the letterbox is here to stay – however, in what form will it be within our future? The think tank remains open as we continue to review and explore international trends.

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]