Fresh data from Salmat has revealed that catalogue volumes were up 10 per cent this past Christmas, which is somewhat of a surprise given the modern love reserved for technology.
Comparing volumes from December 2014 to 2015, the biggest increase was in NSW with 18 per cent growth, followed by Victoria and Queensland with four per cent growth each.
Salmat chief marketing officer Sarah Pike said, “Catalogue was the advertising medium of choice this Christmas, with many Australian retailers increasing their investment to capitalise on the expected increase in consumer spending this season.
“A bulk of our catalogue growth came from existing catalogue clients, as they are the ones that know just how cost-effective this channel is for acquiring news customers and converting sales. Catalogue has always been a favourite for Australian retailers and consumers alike, and this new data points to a continuation of this trend.”
Retailers also increased their investment in digital catalogues, with a stack of brands now using digital platforms to extend the life of a catalogue through digital catalogues on Universal Catalogue and Lasoo while expanding distribution to social media, electronic direct mails and Google product search.
Currently, catalogues reach more Aussies than any other medium, according to the 2014 / 2015 Australasian Catalogue Association Industry Report. Around 19.7 million Australians read catalogues compared to 16.4 million for newspapers, 8 million for TV, 10.1 million for radio and 13.8 million for magazines.
Catalogues are also proven to be highly engaging and with over three quarters of Australians having read a catalogue in the last month. While 80 per cent of people reading these retro catalogues are ‘just browsing’, 59 per cent actually end up buying something from the book.
Please login with linkedin to commentGHG Australia
Following a competitive pitch process with representation from major agency groups, BMW Group Australia has appointed Atomic 212° as the lead agency to manage their media planning and buying. The appointment is effective from January 1st 2021 and is a testament to Atomic 212°’s data-led smarter, faster and accountable media model. The account will sit […]
With temperatures up to 40 degrees across Australia last week, it’s safe to say it’s officially Summer weather. Enter beach delivery by Deliveroo to guarantee a sand-free sandwich or burger whilst you enjoy the rays and waves. From 2 December, Australians nationwide will be able to set many of the country’s 10,000 beaches as their […]
John Chaplin (pictured), former Chief Product Officer of Hogarth Australia and Co-founder of award winning digital agency Fusion, has launched a new digital product design company, Diagram. Based in Sydney, Diagram are a collective of creators and makers who partner with individuals, agencies, startups, business and industry to design and build considered, elegant digital products. […]
After announcing the mega acquisition of workplace chat company Slack yesterday, tech giant Salesforce has made a raft of announcements as part of this year’s annual Dreamforce event, which has been held virtually. Headlining the announcements was news of Salesforce Hyperforce, which comes as a reimagination of the company’s platform architecture built to securely and […]
DoubleVerify has today announced the launch of the DV Publisher Suite, providing the measurement, insights and tools digital publishers need to improve ad delivery, assess inventory quality and maximize yield. For publishers, generating revenue has never been more complex. Today’s demand-side landscape consists of thousands of potential buyers, each with their own unique requirements, transacting […]
Verizon Media has announced the launch of its new unified identity solution, Verizon Media ConnectID. Built on the foundation of Verizon Media’s consumer-first values and market-leading advertising technologies, the new unified ID solution is designed to support advertisers, publishers and consumers as the digital landscape evolves away from cookies as a way to manage and […]
VMLY&R NZ announces Fleur Head is stepping into the role of Managing Director VMLY&R New Zealand following the resignation of current MD James Mok. Head was previously Managing Director of VMLY&R Wellington. Wellington-based Head, who has more than 25 years agency and management experience across both the Auckland and Wellington markets, will lead VMLY&R NZ […]