Popularity of sales catalogues pressures retail ticketing
Interesting new research suggests the print catalogue in universally popular outstripping online catalogues. If consumers are doing their shopping at the kitchen table, what challenges does this present to retailers when they get to the store?
Published on: Mar 4, 2016
Transcripts - Popularity of sales catalogues pressures retail ticketing
25/04/2013 Popularityof Sales Catalogues Pressures Retail Ticketingsigniq.com/index.php/35-popularity-of-sales-catalogues-puts-pressure-on-retail-ticketing?tmpl=component&print=1&layout=default&page= 1/2PrintPopularity of Sales Catalogues Pressures Retail TicketingSarah Mitchell16 April 2013New research conducted by Roy Morgan shows when it comes to shopping, everything old is new again.Despite media coverage about the rise of online shopping and predictions on the death of bricks and mortar,retailers in Australia are finding the humble print catalogue is one of the best promotional tools around.Universal popularity of print cataloguesMore than 70% of Australian shoppers aged 14 and over stated a preference for printed catalogues over onlinebrowsing. The appeal for catalogues is universal – 66% of the digital-savvy 24-35 demographic admitted tothumbing through a paper catalogue.A recent article in Retail Insider gives further insight into the big business behind print catalogues."The catalogue industry employs more than 120,000 people directly, with Australian retailers spending$1.5 billion annually on producing catalogues, representing approximately 60 per cent of their advertisingspend."Despite having online shopping technology at the fingertip, consumers enjoy having the shopping experiencebrought into the home. The best evidence of this is the huge media campaign announcing the annual IKEAcatalogue which is mass delivered throughout Australia.Ticketing challengesEdward Breese, CEO of SignIQ, believes the popularity of print catalogues is great news for retailers."We know many retailers use print catalogues as an effective sales promotion throughout the year. HarveyNorman is a great example of a retailer doing good things with print catalogues," explains Breese."Terry White Chemist has a totally different product line but they also find value in print catalogues."
25/04/2013 Popularityof Sales Catalogues Pressures Retail Ticketingsigniq.com/index.php/35-popularity-of-sales-catalogues-puts-pressure-on-retail-ticketing?tmpl=component&print=1&layout=default&page= 2/27Simple Disqus CommentsTweetTweet 0 Switch 1ShareShareWhile national or state-wide distribution of catalogues can be great for sales, it can also present headachesfor retailers. Breese goes on to discuss the challenge the Australian retail industry faces with printedadvertising."If the industry is spending $1.5 billion on print catalogues, the price better be right on the shelf."The ACCC is taking a tough stance on misleading promotions. You cant advertise one price in a catalogueand have a different price in your store," says Breese."Thats why its more important than ever to have your promotional signage and ticketing managed by themarketing department."What this means for retailersConsumers may be moving to online purchasing but they still enjoying leafing through catalogues as part oftheir decision making process. While retailers continue to invest significant amounts of money producing printcatalogues, its essential to maintain pricing compliance across all mediums – print, online and in-store. Theonly way this can be accomplished is when the marketing department is controlling the promotional signageand ticketing function.For more information about an outsourced ticketing service, contact SignIQ. We help retailers meet multiplecompliance issues at head office while giving store managers the freedom they need for each individual store.Whats your view on print catalogues?0 commentsLeave a message...BestBest CommunityCommunity My DisqusMy Disqus 2121 ShareShareNo one has commented yet.Com m ent feed Subs cribe via em ail0ShareShare 7