For some years now retailers have been taking advantage of the fact that consumers who engaged across more than one channel will shop more often, spend more in store and online, and display greater loyalty.
The Australian retail marketing scene is somewhat unique though, with the good ol’ catalogue still flowing through the veins of the Aussie consumer shopping culture. So what role has catalogue played in the new multichannel landscape, and how will it evolve in the year ahead?
First let’s take a look at this media we call ‘unaddressed mail’. Catalogues are an indispensable part of the marketing mix for a few very good reasons. The primary shopper of the family flicks through the supermarket specials to plan the weekly shop, the kids scour the pages of toys, and the car buff of the household gets the auto catalogues. The point is, they find their way to the relevant readers.
We’ve all experienced this ourselves at home.
In the digital era, where social media, QR codes, eCommerce and even augmented reality are fast becoming commonplace, the catalogue remains the cornerstone and can now provide this technology on paper and provide the consumer with a more interactive experience.
Catalogues are now being used as a way to promote and encourage many different paths to purchase beyond the traditional store visit – including smartphone applications that power interactive browsing, clever online shopping integrations and the growing “click and collect” option for consumers.
Whilst the humble QR code has become relatively mainstream, it’s the newer image-recognition technologies that are enabling consumers to ‘scan’ any section of any page to view ‘virtual content’ (pages that sit behind pages, but only in a virtual sense), watch product demonstration videos or infomercials, share favourite offers with friends through social media, and ultimately build a shopping list to purchase later or right on the spot.
It’s absolutely clear that the integration of print media and digital technologies is here to stay. By successfully leveraging the strengths of printed catalogues and marrying those with the new interactive technologies and supporting mainstream media channels, retailers will create truly engaging and interactive experiences for their prospective customers.
Have you heard about what’s going on in the letterbox marketing space? Finding your target audience is easier than ever before thanks to the availability of different data pools and sophisticated targeting tools that can pinpoint your customers, right down to the streets where they live.
Brands are increasingly using letterbox targeting to personalise their campaigns, including the design and messaging of the flyer or catalogue. With the number of these targeting variables ever increasing, marketers can run campaigns of all sizes – from national campaigns targeting specific audiences through to a campaign specifically targeting as few as 200 households.