Catalogues and print marketing have played a major role in the recent upturn in retail performance. A rise in spending over the Christmas and New Years period has seen a return of investor confidence, with predicted post-Christmas sales figures up a respectable 3.8% to $15.1 billion.
While observers stop short of calling it a full-scale recovery, economic reports show consumer confidence has lifted, with retailers capitalising on the reach and impact of catalogues in their marketing mix. Speaking with Print21 Kellie Northwood, executive director of the Australian Catalogues Association (ACA), explained that consumer consumption of catalogues remains higher than any other channel, providing an invaluable boost to retail performance over the Christmas period.
- Kellie Northwood, executive director, ACA
According to Northwood, “Printers can take advantage of catalogue’s effectiveness and ROI. Including catalogues in the marketing mix delivers a significant increase to product sales through reach. Roy Morgan research conducted at the end of the 2013 fiscal year shows catalogues reach over 18.3 million Australians every week.”
This compares favourably with a reported television audience of 14 million, newspapers with 14.2 million, and commercial radio with 14.4 million. Along with its reach, print also provides permanence that other media do not offer. 72% of respondent in a 2013 Australia Post survey noted ease of reference as the top attribute of a catalogue.
“Over recent months we have seen catalogue producers becoming more effective in utilising demographic research and data to ensure each household is receiving relevant and focused content to meet their needs,” said Northwood.
Richard Zimmerman, executive director of the Australian Retailers Association (ARA), highlighted to Print21 the importance of print and catalogues in the Christmas upturn.
“It’s an interesting call actually. Although we’re moving into an electronic age a lot of retailers still use print catalogues, with great results. Print media is a very important part of the rebound we’re seeing at the moment,” said Zimmerman.
Zimmerman went on to note that the change in government, lowering of interest rates and general debt being paid down were all strong contributors to the positive results.
"As a business owner myself, I can say that we put out a three-fold catalogue every January and the number of phone calls we get from that are incredible. As a retailer it is completely vital to be talking to your customers, about offers and sales, and the only way you do that are really digitally and in catalogue forms. My view is that a quality product is kept for reference. It's hugely important," he said.
The ARA reported its predicted retail sales figures for pre-Christmas (November 14 – December 24) at $42.1 billion, showing 3.3% year-on-year gain, and $15.1 billion for post-Christmas (December 26 – January 15), a 3.8% increase.
According to Kellie Northwood it is these kind of positive results that demonstrate the continued value of the printed channel, providing affordability and tangible sales results for small and large businesses.
"Catalogues remain an essential part of the an integrated marketing campaign. I have also seen a shift in the way retailers are using discounts to increase sales margins while still meeting consumer demand. Catalogues are fast becoming the main communication channel for these discount promotions," said Northwood.