Catalogues are making a comeback.
Here's why.
"Nearly half of catalogue readers (47%) have made a special trip to a store to buy a product after seeing it in a catalogue - which they otherwise would not have seen without reading the catalogue."
Roy Morgan, Finding 8020, Quality of engagement for catalogues stands apart from other channels
This latest research from Roy Morgan revealed that one third of all catalogue readers will read it from cover to cover and share it with someone else, and 53% of catalogue readers find them more useful than other forms of advertising.
One of the the surprises of the research is that, at 3.2 million, Millennials are now the largest reader group.
It's not just in Australia either that catalogues are making a comeback.
Harvard Business Review conducted a detailed study of consumer response to catalogues and found that response rates have been rising in the US too. Their experiment with an existing company saw a 600% ROI from the campaign.
"Their real power is how — for certain products — they increase the vividness of a product by enhancing consumer’s ability to visualise and imagine product usage experiences.
Vividness is highly influential in consumer behaviour as it can increase consumer involvement and joy in the purchasing process."
Jonathan Z. Zhang, Harvard Business Review, Why Catalogs Are Making a Comeback, February 2020
Give your hard to reach, time poor customers a well-produced catalogue to read.
Contact us to find out how.