Some 710 million catalogues were distributed to Australian letterboxes in the lead up to Christmas last year, while the category claims this was a major factor in retail spending in December.
ABS data shows December’s retail sales rose a modest 0.2 per cent in December to $23.81 billion, following a seasonally adjusted rise of 0.1 per cent in November to $23.76 billion.
However, the figures also show spending in the three months to December was up 1.5 per cent to $69.434 billion, ahead of expectations for the quarter.
Industries experiencing sales increases in December included food retailing (0.4%), Clothing, footwear and personal accessory retailing (0.6%) and Household goods retailing (0.3%).
The grocery and fashion industries are among the highest producers and users of catalogues to promote their products and services.
The rise in December sales figures will come as no surprise to shrewd retail marketers in these industries who invest heavily in printed catalogue campaigns. They do so because they work and generate high engagement and sales results.
Catalogues don’t simply drive sales to bricks and mortar stores, with recent studies showing the power of catalogues across all avenues.
Catalogues, leaflets and brochures drive more than half the consumers online with 62 per cent of buyers visit online stores after seeing goods and services advertised in print.
American department store chain JC Penney recently resurrected their catalogue, following a five year hiatus.
They have shown some incredible stats on how many of their online sales came from shoppers inspired by what they saw in print.
This reinvestment in catalogues demonstrates they are a crucial part of the modern retail marketing mix.
Research shows catalogues have more influence on shoppers than television, email or the internet and reach 19.6 million Australians every week.
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