Survey results from Salmat, a customer engagement company, found that digital catalogues are highly effective in driving in-store traffic and purchases, both planned and spontaneous.
Over two million people read at least one digital catalogue a month with the majority (62%) of these reading at least one a week. The most popular catalogue categories are supermarkets, department and discount stores and homewares.
However there has been a shift in how consumers browse and purchase, and a key driver of this transformation is mobile, which has supported a massive increase in the popularity of digital catalogues.
Key findings from the Salmat survey included:
- 7 out of 10 readers purchase as a result of reading a digital catalogue
- 71% of resulting purchases are made in-store, while only 29% are made online
- 1 in 5 resulting purchases are completely unplanned
- 60% of consumers who are ‘just browsing’ whilst reading a digital catalogue end up making a purchase
“Printed catalogues are such an effective sales driver for a variety of businesses, especially retailers of all kinds,” said Daniel Salter, national sales director at Salmat. “The format translates well into a digital context, attracting the browsing consumer and converting them into a buyer. People generally read catalogues when they are looking to occupy their quiet moments or indulge in some ‘me time’. This has, and continues to be, done at home, but now with the digital shopping revolution people are browsing at home, work, during their commute and anywhere they might have a spare five minutes to fill.”
“The biggest benefit digital catalogues provide is the ability to integrate your offers into your ecommerce platform so consumers can seamlessly move from browsing to purchasing. Some of the more savvy retailers are taking advantage of the ability to add rich media such as videos into their catalogue, allowing them to showcase more of the features and benefits of their products and boosting engagement,” said Salter.