Why You Should Be Cashing In On Personalised Catalogues

Why You Should Be Cashing In On Personalised Catalogues

To customise or not to customise? That is the question. Marketing analysts seem to agree unanimously that customisation is the answer. And with innovative technologies and smart data management now paving the way to fully-customised catalogues, brochures and leaflets, you’d be a fool not to tap into this segment.

In its latest issue of The Future of Advertising report , Salesforce suggested that digital marketing has to target and personalise, and implied that the slowdown of traditional print media could be attributed to the lack of personalisation.

“The customer expects nothing less than personalised communications, including via marketing campaigns,” the report said.

It also expands on this idea that it is no longer acceptable “for a pet store to send a cat food campaign to a dog owner, for a financial institution to send a transition-to-retirement promotion to a 40-year-old, or for a person who has just bought a pair of shoes to be re-targeted with an ad for those shoes”.

With this in mind, the growing trend to personalise catalogues makes smart marketing sense, as retailers have found how to build greater ROIs from an already stunning performer.

Catalogues hold the highest audience reach than any other media channel at 21.8 million every week, according to the Australasian Catalogue Association (ACA). They also perform strongly on the path to purchase, with research revealing 42 per cent of consumers seek price information for goods using catalogues. Customisation is a further addition to the catalogue sector.

Long gone are the days when customisation was about printing the customer’s first name on the front cover, ACA chief executive Kellie Northwood said.

“Catalogue customisation has evolved to pagination by geography and demographics, or image personalisation by gender or audience group,” she said.

“Retailers now know that in order to capture their customers’ attention, they must have relevant content and turn their catalogue into a personal and attuned experience.”

Retailers have accumulated data about their customers’ past purchases, location, profile, and personal preferences for some time – now marketers possess the tools to translate that data into made-to-measure offers, imagery and inserts.

Catalogues can be manufactured to talk to each customer individually. The latest advances in printing technology make the mass production of individual pieces of printed marketing possible and economically accessible. With catalogues turned into a targeted experience, customers’ attention is retained more efficiently, thus driving more sales.

The added value of customising catalogues has already been measured, and research by Xerox shows that revenue generated on a per-catalogue basis can be three times greater than non-customised catalogues. German retailer Bonprix even saw a 500 per cent higher response rate from current customers and a 400 per cent higher response rate from inactive customers on a sample of 300,000 personalised catalogues.

Brands have no need to fear about a data drought with customised catalogues. According to research by Forbes Insights, 62 per cent of customers them declare they are willing to trade personal information in exchange for personalised offers.

Furthermore, research by Xerox found that 60 per cent marketers now declare that they plan to use more targeting in the future.

Chelsea Hinchliffe, publications manager at liquor store chain at Dan Murphy’s (which was a multiple award winner at last year’s Australasian Catalogue Awards), believes personalisation is the key to brands’ future.

“Brands that can ask the right questions, as well as understand and articulate who their customers are, will have the most success,” she said.




Please login with linkedin to comment

Bundaberg Collaboration the impossible institute

Latest News

Wednesday TV Ratings: Backlash After MAFS Groom Offers To SELL His Wife
  • TV Ratings

Wednesday TV Ratings: Backlash After MAFS Groom Offers To SELL His Wife

  Rank Network Network Total TV National Reach Total TV National Average Audience BVOD National Average Audience 1 MARRIED AT FIRST SIGHT -WED Nine 2,590,000 1,529,000 333,000 2 SEVEN NEWS Seven 1,972,000 1,221,000 44,000 3 9NEWS Nine 1,795,000 1,020,000 63,000 4 A CURRENT AFFAIR Nine 1,586,000 1,007,000 74,000 5 THE 1% CLUB Seven 1,520,000 848,000 […]

Man of Many Partners With NBC Universal For Red Carpet ‘Argylle’ Premiere
  • Campaigns

Man of Many Partners With NBC Universal For Red Carpet ‘Argylle’ Premiere

Man of Many in partnership with NBC Universal, stages an atmosphere of elegance for Sydney premiere of ‘Argylle’ film. Independent lifestyle publication digital publication, Man of Many, has shown its innovative approach to event management in the premiere of ‘Argylle’ at Hoyts Cinema in Sydney’s entertainment quatre. Over 400 guests were included in the films […]

Kargo Powers Cross-Channel Performance For APAC Advertisers With CORE
  • Advertising

Kargo Powers Cross-Channel Performance For APAC Advertisers With CORE

Kargo, a leading provider of full-funnel advertising solutions across mobile, desktop, and TV screens, is excited to announce the launch of CORE (Create Once, Run Everywhere) in APAC. CORE is built on creative science and empowers advertisers to easily use their creative assets across screens for seamless campaign performance at scale. A combination of creativity […]

Gravity Media & Supercars Media Drive 400 Hours Of All-Screens Coverage Of This Year’s Repco Supercars Championship
  • Media

Gravity Media & Supercars Media Drive 400 Hours Of All-Screens Coverage Of This Year’s Repco Supercars Championship

Supercars Media and Gravity Media, a world-leading global provider of complex live creative production and media services, today confirmed the broadcast and technology partnership to deliver coverage of this year’s Repco Supercars Championship across Australia and multiple international territories. This year, Gravity Media Australia and Supercars Media will travel more than 40,000 kilometres to deliver […]

“There Are So Many Things I Wish I Could Ask Him”: Robert Irwin Opens Up About Losing His Dad As He Fronts The March Edition Of The Australian Women’s Weekly
  • Media

“There Are So Many Things I Wish I Could Ask Him”: Robert Irwin Opens Up About Losing His Dad As He Fronts The March Edition Of The Australian Women’s Weekly

Are Media, Australia’s leading omnichannel content company for women, today published the March edition of The Australian Women’s Weekly – with Robert Irwin on the cover. The Wildlife Warrior and I’m A Celebrity… Get Me Out Of Here! host is only the third solo man in modern times to grace the magazine’s cover (the others […]

DDB Sydney Nabs Monkeys Creatives Emmalie Narathipakorn & Seamus McAlary
  • Advertising

DDB Sydney Nabs Monkeys Creatives Emmalie Narathipakorn & Seamus McAlary

DDB executive creative director Matt Chandler has announced the appointment of creative team Emmalie Narathipakorn and Seamus McAlary from The Monkeys, building on the success of its existing creative team. Lead Image: L-R – Emmalie Narathipakorn and Seamus McAlary Narathipakorn, who was an art director at The Monkeys, joins DDB as senior art director, while […]

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team
  • Marketing

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team

Thrive PR Melbourne has kicked off the year with new appointments, promotions and a new leadership team, marking the delivery of a transformation strategy that’s seen the agency diversify and strengthen its corporate, consumer and integrated digital service offering in Victoria. Lead image:  (L-R) – Sophie Maguire, Melanie Campbell, Nathan McGregor, Zoe Raknes, Erika Rutledge, […]