FMCG shoppers and letterbox: 7 stats you need to know

by The Salmat Team
18 July 2017
Woman shopping in a supermarket
Letterbox is still an integral part of the marketing mix for Australian supermarkets. Here are the stats that prove it.

It’s fascinating that so many supermarket brands still include letterbox marketing in their strategy.
But how effective are mailbox promotions these days?
Very effective, according to Roy Morgan's Single Source (Australia 14+) research for the period July 2015 – June 2016. Australian grocery shoppers not only avidly consume letterbox media such as supermarket catalogues, they also keep, share and act on it – if it's targeted accurately, and used as part of a multichannel campaign.

7.8 million ‘main grocery shoppers’ read letterbox media

That’s over half of Australia’s 13.1 million ‘main grocery shopper’ population. In addition, research by Nielsen reveals that readers spend on average 29 minutes consuming letterbox media during the week, 23 minutes on Saturday, and 24 minutes on Sunday.

Catalogues were main grocery buyers’ most consumed print media in the past four weeks (72%)

Unaddressed mail sits just behind with 60% of shoppers reading it over the past seven days. Other print media stats were markedly lower, with 37% reading weekend/weekday newspapers, 32% community newspapers, and only 21% women’s magazines.

Targeting letterbox sampling

Aldi has the highest catalogue consumption of all supermarkets at 87%

This is followed by Coles and Woolworths, who rank equal at 73%, Foodland at 71%, and IGA at 69%. Aldi’s success is largely down to its weekly Special Buys catalogue, which is delivered over the weekend in time for its Wednesday and Saturday in-store promotions.

77% of letterbox media readers believe quality is more important than price

When it comes to messaging, low prices do impact shopper decisions, with 62% citing low prices as a reason for choosing a supermarket.However, this sits below high standards of food safety (72%), good value (68%), quality of fresh fruit and vegetables (67%), and clean and tidy stores (62%).

670,000 shoppers looked up a website in the past four weeks because of catalogues

Not only are supermarket catalogues read, but they are also extremely effective in driving shoppers to action. People use them for pre-purchase research before going online for more information, sodigital integration is vital – something Aldi, Coles, and Woolworths all do well.

58% who read a catalogue in the past seven days have bought from it

Considering anything from 10% to 20% is typically deemed a reasonable sales conversion rate, this figure demonstrates the power of letterbox catalogues in driving sales. What are people buying most? In the past four weeks, it was fresh vegetables (85%), cheese (71%), ham or bacon (64%), frozen vegetables (60%), and dishwashing detergent (51%).

50% of shoppers say catalogues are the most useful media for purchasing groceries

That’s half of Australian shoppers aged 14 and over. This compares to only 23% who believe the internet is the most useful media, 6% who get their information from newspapers, and 4% who prefer television.
It's clear that consumers still devour printed letterbox media, especially in fast-moving consumer goods (FMCG) markets. But in order to see results like those of the big food retailers, you need to utilise today’s innovative segmentation tools to serve up highly targeted letterbox media as part of a multichannel campaign, along with analytics to monitor your efforts.
To find out more about how targeted letterbox marketing can help you, visit us online or call 1300421 329.

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About the author
The Salmat Team

Salmat is a leading Australian marketing services provider. We help clients connect with their customers, week-in, week-out. Salmat's unique combination of targeted letterbox and online marketing channels enables clients to Reach, Convert and Serve their customers. We also provide a wide range of back office solutions, through our Philippines-based Managed Services business.

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