Despite the fact you may not get as many catalogues in your letterbox as you did ten years ago, they’re still quite the little goldmine, according to new research.
In the latest quarterly ACRS Shopper Report, catalogues were tracked in terms of audience readership, channel usage, channel purpose and drivers of shopping behaviour.
Around 74 per cent of shoppers look to catalogues ‘always to sometimes’ when making purchasing decisions and looking for more info on products.
Despite the obvious surge in online purchasing, the survey also found catalogue purchasing remains stable for the next 12 months, with 71 per cent of shoppers reporting they would use catalogues in the same way they do now, and a further 15 per cent stating they’d like to up their usage.
Forty-two per cent of shoppers use the glossy reads for general info, while 46 per cent use them for price comparisons. Sitting not far behind the internet, catalogues more likely to be used than in-store when seeking product information and for price comparisons.
Digital media indicates the weaker channels in the survey, with social media pulling only 19 per cent for general info and five per cent for price comparison, while tablets recorded 20 per cent and 22 per cent, respectively.
“With an Audience Reach of 19.7M and a national distribution volume of seven billion, the latest ACRS research further highlights the strength of catalogues as a performing print media. The ACRS behavioural tracking highlighted, on average, shoppers choose to read catalogues to find competitive prices and chase bargains,” Australasian Catalogue Association CEO Kellie Northwood said.
“In the comfort of their own home consumers will often read catalogues for enjoyment and prefer reading catalogues more frequently, with an advertorial design, as their most preferred style of catalogue.”
Catalogue readership strengthens as 33 per cent of respondents read at least four to 10 catalogues a month and a further 20 per cent will read 10 or more a month. In total 88 per cent of respondents read at least one catalogue a month.
“The ACRS survey results, as well as other credible research agencies – Roy Morgan Research, Ipsos and Nielsen deliver reputable data outlining the strength of letterbox marketing,” Northwood added.
“Consumer research consistently report – consumers use and are influenced by catalogues when making purchasing decisions. Marketers not assessing where catalogues fit into their campaign mix run the risk of missing valuable sales results.”
Insight-led communications consultancy, The Mint Partners has expanded its technology portfolio with the addition of luxury audio lifestyle brand Bang & Olufsen. Founded in 1925 in Struer, Denmark, Bang & Olufsen has pushed the boundaries of audio technology for almost a century. The company continues to be at the forefront of acoustic innovation with its […]
WA car and home insurer, RAC has launched a new campaign to show locals that they understand the priceless relationship members have with their belongings. Created by Wunderman Thompson Perth, the campaign titled ‘We See What You See’ uses computer generated imagery (CGI) to depict the unique relationship a family has with their insured items – […]
Paper Moose has created a campaign for the recently announced carbon-neutral telco brand, felix, due to go to market towards the end of the year. This is the first work from Paper Moose since winning a competitive pitch for the new TPG Telecom brand. The teaser campaign raises awareness of the nearly 1 million tonnes […]
It's your Women In Media picture gallery! The perfect way to have a bludge while pretending to do actual work.
Two of Australia’s favourite broadcasters are returning to radio with Murray Wilton and Murray Olds (aka The Two Murrays) set to deliver five hours of news, sport, entertainment, lifestyle and plenty of frivolity over summer weekends on 2GB and 4BC. Their new show launches this Saturday, October 31, and continues on weekends right through until the […]
The Brag Media, Australia’s number one music and entertainment publisher, has today announced it will exclusively represent Australia and New Zealand audiences for Variety. Variety is the most authoritative and trusted source of entertainment business news, reaching an audience of affluent influencers. For 115 years, influential producers, executives and talent in entertainment have turned to […]
Chello has announced three business wins across its business and four new hires to support recent growth. Joining the agency’s roster is ShopifyPlus APAC along with project work with ShopifyPlus North America, Shef, and Raine & Horne’s national brand. These wins complement the agency’s existing LIV by Mirvac and Qudos Bank accounts. ShopifyPlus APAC Marketing […]
MyDeal.com.au made a splash in the online retail sector last week with its successful IPO on the ASX. This week, however, the brand has made waves on television screens nationwide with the release of its lyrical 2020 Christmas campaign for the all-important December quarter, created in partnership with Cyclone Creative Agency. While COVID-19 has affected […]