Catalogues performing strongly
The Shopper Report, released quarterly, indicates that while the internet remains the most popular medium for consumers, 74 per cent of shoppers also find catalogues a valuable source of information, citing they ‘always to sometimes’ utilise them when making purchasing decisions, and looking for information.
This was followed by the use of tablets, reported at 20 per cent for general information and 22 per cent for price comparison; and then social media engagement, ranked 19 and five per cent respectively.
The results show that despite the growth in e-commerce retailing, consumer engagement with catalogues has remained stable, with 71 per cent of respondents reporting they would continue to use catalogues in the same capacity, and 15 per cent stating they would increase their use.
‘In the comfort of their own home consumers will often read catalogues for enjoyment, and prefer reading catalogues more frequently, with an advertorial design, as their most preferred style of catalogue,” Kellie Northwood, CEO, Australian Catalogue Association commented.
“The ACRS survey results, as well as other credible research agencies – Roy Morgan Research, Ipsos and Nielsen, deliver reputable data outlining the strength of letterbox marketing.
“Consumer research consistently report consumers use, and are influenced by catalogues when making purchasing decisions,” Northwood added.
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