Survey results from Salmat, a customer engagement company, found that digital catalogues are highly effective in driving in-store traffic and purchases, both planned and spontaneous.
Over two million people read at least one digital catalogue a month with the majority (62%) of these reading at least one a week. The most popular catalogue categories are supermarkets, department and discount stores and homewares.
However there has been a shift in how consumers browse and purchase, and a key driver of this transformation is mobile, which has supported a massive increase in the popularity of digital catalogues.
Key findings from the Salmat survey included:
- 7 out of 10 readers purchase as a result of reading a digital catalogue
- 71% of resulting purchases are made in-store, while only 29% are made online
- 1 in 5 resulting purchases are completely unplanned
- 60% of consumers who are ‘just browsing’ whilst reading a digital catalogue end up making a purchase
“Printed catalogues are such an effective sales driver for a variety of businesses, especially retailers of all kinds,” said Daniel Salter, national sales director at Salmat. “The format translates well into a digital context, attracting the browsing consumer and converting them into a buyer. People generally read catalogues when they are looking to occupy their quiet moments or indulge in some ‘me time’. This has, and continues to be, done at home, but now with the digital shopping revolution people are browsing at home, work, during their commute and anywhere they might have a spare five minutes to fill.”
“The biggest benefit digital catalogues provide is the ability to integrate your offers into your ecommerce platform so consumers can seamlessly move from browsing to purchasing. Some of the more savvy retailers are taking advantage of the ability to add rich media such as videos into their catalogue, allowing them to showcase more of the features and benefits of their products and boosting engagement,” said Salter.
Please login with linkedin to commentAvanade
The Australian Olympic Committee’s newest campaign by M&C Saatchi ‘Have a Go’ captures the love Australians have for their sport. The Campaign lets Australians know that ‘Great things happen when you have a go’. The campaign launches today fittingly on Olympic Day. Today also marks one month until the opening ceremony of the Tokyo Olympic […]
Comedian Nazeem Hussain took to Twitter to call out a TV guide that mistakenly listed him as The Project’s Waleed Aly. Contrary to what you may read, Hussain hosted the ABC show Australia Talks last night alongside Annabel Crabb, not Aly. The error was published in Binge TV. According to TV Black Box, Binge TV […]
A survey conducted by CouriersPlease (CP) has found that four in five Australians want small retailers exempt from closing shop during future lockdowns. Leading parcel delivery service CP commissioned a survey of an independent panel of just over a thousand Australians to gauge consumer sentiment on Government-mandated business closures. CP found that three in four […]
Nolan Yu and Max Learmont had been awarded Gold at Cannes Young Lions Live. Yu, senior account manager at OMD and Learmont, senior strategist at Speed, were awarded for their ‘Wake Up To A Better World’ campaign. Placing Silver was Japan, and Bronze was Portugal, while the shortlist also included Norway, Columbia and the UK. […]
Cannes Lions has announced the winners in the second Awards Show of the week during Cannes Lions Live, which runs until June 25th. On day two, winners were celebrated in the Social & Influencer Lions, Media Lions, PR Lions, Direct Lions, Creative Strategy Lions and Creative Data Lions – all within the Reach Track, in […]
Ashley Madison, the online dating site for married people famous for its shock advertising, is toning down the message, instead creating content aimed at empowering women with the message it’s fine to have an affair. Recently, B&T interviewed GroupM’s chief technology and transformation officer, Ryan Menezes. When asked what was the best brand he’d never […]
Clemenger BBDO Melbourne has announced Charlotte Stevens as group business director, leading the Myer account. Stevens is returning home to Australia following a decade in London, most of which was spent at Portas Agency. During her time in London, Stevens led Sainsbury’s fashion, homeware and beauty portfolios and worked across a range of retail accounts […]
In this piece, Tim Sleath, VP of Product Management at VDX.tv, discusses household targeting’s role alongside other identity solutions and how advertisers can create an effective household strategy for their campaigns. As the advertising industry plans for the removal of third-party cookie support and moves toward adopting more privacy-centric solutions, marketers will need to identify […]