Why Catalogues?

With just under 8 billion catalogues being distributed every year, reaching 19.6 million Australians every week within a $2 billion dollar industry, can you afford not to be in catalogue marketing? The results speak for themselves.

Effective

Australian consumers rank catalogues and flyers as the number one most effective advertising channel. With respondents ranking the top three attributes as being ‘Easier to refer to later’ – 72% of respondents, ‘Often informative’ – 48% and ‘Easier to understand’ – 42%.

(ADMA and APost, 2013).

Useful

The Roy Morgan Single Source survey asked Australians to rank the media most useful when making purchasing decisions. Catalogues ranked first across 11 categories, second across 4 categories and third across 2 categories. The highest being Groceries at 52%, Childrenswear and Toys at 44%, Alcoholic beverages at 43% and Small electrical appliances at 41%.

(Roy Morgan, 2013).

Functional

Catalogues have many desirable qualities, they are easy to use, have a level of trust, are accessible and portable. They are designed to be picked up and put down, shared with others and answers most questions within the pages. Price, look, colour, size, quality, range and performance can all be communicated quickly.

Reach

Catalogues reach 19.6 million Australians every week and deliver the strongest channel to Australian markets when compared to other traditional channels – television (13.5 million) and commercial radio (9.7 million).

(AARF, 2012, ABS Census, 2011 and ABS Australian Demographic Statistics, 2013).

Accessible

Those aged 18 to 40 are more likely to view catalogues and flyers as entertaining, while the 40+ demographic are more likely to consider this channel effective because of its relevance and the fact that catalogues and flyers are often informative and easier to refer to later.

(ADMA and APost, 2013).

Brand

Catalogues provide a one to-one conversation between consumers and brands. The emotional connectors to paper and the tactility of catalogues assist companies in communicating vital brand messages. Creative photography and styling combine to deliver a powerful message on paper, adding to the journey.

(Two Sides, 2013).

Seductive

For high-end products, a catalogue offers an opportunity to draw the customer into the brand’s world, giving them an experience that goes beyond the shop window. This experience allows the reader to be seduced by the product or brand, making purchase or other action more likely..

(Print Power, 2013).

Influential

The medium with the highest level of influence on shopper purchases remains the
catalogue, which is preferred by 37% of respondents to the AMP Capital Shopping Intent
Report. This is the case even amongst young shoppers with 28% of 18-24 year olds and 30% of 25-34 year olds nominating catalogues as their first preference.

(Two Sides, 2013).