What Will Letterbox Marketing Look Like in 2050?
In this guest piece, Kellie Northwood (Pictured below), CEO of the Australasian Catalogue Association (ACA), discusses the future of letterbox marketing and where catalogues will fit in the changing landscape.
Digitalisation or ‘phigitalisation’ – what is the future of letterbox marketing and what will a letterbox look and feel like in 2050? With digital disruption, the role and relevancy of catalogues, a strong letterbox player, could be questioned. Good thing that catalogues, both printed and online, offer much more than the mere product lists found within retailer’s bricks and mortar or virtual stores.
Catalogues curate and organise information for customers, they present offers and special deals and they show products in context and in association with each other. Most importantly, they have taken the current marketing challenge to reinvent and strengthen their role and position on the path to purchase.
With an audience reach of 21.8 million, Australians read printed catalogues. However, with digital seeing two million readers and 62 per cent of Australians reading at least one online catalogue a week, they too have an audience. Perhaps our letterbox of the future will be a virtual one? Some predict the letterbox will be larger to hold parcels. Others question, ‘Will our letterboxes have barcodes to identify the content that is to be distributed into the household?’ ‘Will the postie or distributor print a personalised catalogue by household address at the point of delivery?’ ‘Will they scan specific vouchers and sales offers based on your letterbox code?’ ‘How targeted is too targeted?’
We can only make predictions on what the future letterbox will look like, but one thing we know for sure is that data will have a big role to play. Retailers can now use a variety of data inputs and catalogue platform outputs to collect weekly updates and adapt their in-store marketing, product display and stock levels according to product popularity and trends. With research showing that seven out of 10 readers make a purchase (71 per cent actually buying in store) as a result of reading an online catalogue, 60 per cent of consumers that are ‘just browsing’ end up making a purchase, and 77 per cent of Australians read a physical catalogue every four weeks, the ability to leverage data and drive sales to virtual and physical in store retailing via catalogues is more effective than ever.
From the marketer’s point of view, catalogues are cost-effective, sought after and allow flexibility within a weekly delivery schedule. Further, they offer a goldmine of customer engagement and behaviour data: most popular categories, bestselling products, best page performers and sales drivers.
For customers, catalogues offer a range of features that take them closer to their purchase – they can compare products and prices, search across hundreds of offers and have direct access to shopping triggers. Studies show the pivotal role of catalogues for comparative purposes in the process of making a purchase decision. The 24/7 availability of catalogues in the home and the fact that there is no geographical discrimination make them the ultimate tool for an optimised comparative process.
Online catalogues are certainly great performers. However, customers still express a clear preference for printed ones. Roy Morgan’s Single Source Survey (2015-2016) shows that 69 per cent of Australian consumers across all ages prefer printed catalogues, while only 9 per cent prefer digital ones. This shows that the physicality and tactile in-home relationship shoppers have with catalogues dominates preferences. This is consistent with the ACRS Survey showing that Australian shoppers prefer printed catalogues and flyers because they are easy to read (35 per cent) and more convenient to plan one’s shopping (21 per cent). Further, shoppers understand specials and product information better in print (26 per cent). Evidence the printed catalogue is here to stay.
We know catalogues have a presence in both brand equity and path to purchase. We also know that digital and physical catalogues are demonstrating strong sales results and brand loyalty. With every Australian household having a letterbox and catalogues outperforming other retail marketing channels, the letterbox is here to stay – however, in what form will it be within our future? The think tank remains open as we continue to review and explore international trends.
Please login with linkedin to comment
Bundaberg Collaboration Designworks kellie northwood letterbox marketing the impossible instituteLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.