What do top retail brands like Myer, Kmart, Mitre 10, and Dan Murphy’s have in common? They’re all integrating letterbox media as part of their wider multichannel marketing strategy – and if the big names are doing it, surely there must be something in it?
Well, there is, according to Roy Morgan's Research Single Source (Australia 14+) for the period July 2015 – June 2016. Consumers not only still read printed catalogues, they also take action and buy retail products as a result. Here are eight stats to prove it.
9.6 million Australian retail shoppers have read letterbox media in the past four weeks
This is more than half the total number of Australian shoppers who have bought non-food retail products in the same period.
56% of retail catalogue readers are women, with an average age of 47 years
However, ‘Today’s Families’ – living in outer suburbs in high-tech homes, on above-average incomes – are 4% more likely to buy retail products. That’s why data-driven targeting is the key to reaching the right audience, and maximising return on investment (ROI). Brands like SupercheapAuto and BabyBunting have both increased sales with data-driven letterbox targeting and distribution.
72% of retail buyers read a catalogue in the past four weeks; only 36% read a weekly newspaper
In addition, only 26% read a newspaper insert, 19% a mass women’s magazine, 17% a home and garden magazine, and 7% a women’s lifestyle magazine, making catalogues the most popular print medium for non-food retail buyers.
Retailer Spotlight had the highest catalogue consumption at 80%
This was followed by Chemist Warehouse (78%), Australia Post (77%), Bunnings (75%), Myer(74%), and JB Hi-Fi (72%).
670,000 retail shoppers looked up a website in the past four weeks after reading a catalogue
Not only do Australian retail consumers read letterbox catalogues, they also act after reading them. This highlights the importance of aligning promotional catalogues with digital campaigns for maximum effect.
25–35% of people who read a catalogue in the past seven days also bought from a catalogue in the past seven days
Whether from a discount or department store (29%), chemist (33%), furniture or electrical store (25%), or liquor store (35%), catalogue readers are also buyers.
34% of Australian retail shoppers find catalogues the most useful medium for buying fashion
Surprisingly, this is higher than internet shoppers (33%). Catalogues promoting children’s wear are favoured even more than adult fashion, with 38% of shoppers preferring to read a catalogue than browse the internet (29%).
77% of retail catalogue shoppers believe quality is more important than price
They will also go out of their way in search of a bargain (47%), try to buy Australian products as much as possible (74%), and tend to stick to their favourite brands (70%). They are, however, still open to trying new products (57%).
It seems that incorporating printed letterbox media into your retail marketing mix can really pay dividends. But, forget the approach of the past. The most successful retail brands using letterbox marketing take advantage of today’s sophisticated segmentation, data, and analytics tools to ensure their campaigns reach the right customers at the right time.
To find out more about how targeted letterbox marketing can help you, visit us online or call 1300 421 329.