Print Still Has Power in Retail Marketing
My topic this week seems self-serving…my career is based on providing clients with solutions to communicate their message, including print solutions, and I’m a lover of retail, be it grocery, clothing or Amazon. That being said, I’m not alone.
Americans love to shop. Computers, smartphones and tablets are used for purchasing goods through the internet more than ever before – internet sales have generated double-digit growth since 2016. In its 2018 report, Nielsen reports that U.S. adults spend more than 11 hours a day listening to, watching, reading or interacting with digital. Factoring in the heavy reliance on digital by consumers, retailers use store websites and email marketing most widely in their marketing spend reaching 77% and 75% of households, respectively.
What’s interesting is that fast-moving consumer goods retailers find that the printed circular – or insert (FSI) – has the biggest reach when it comes to marketing. While use of these printed flyers has been declining since 2014, a Nielsen study from late 2017 reported that about 80% of U.S. households use circulars and other traditional printed sources to get product information. Proving that print is still a broadly used medium that consumers turn to for information about sales and specials.
And here’s the kicker, eight out of ten coupons redeemed at large retailers last year were from traditional print media. NCH Marketing reported 60-million digital coupons were redeemed – compared to 270-million print coupons – across major retailers last year (both food and non-food).
All this means that retailers can best reach customers by utilizing both digital and print touchpoints. Traditional circulars and coupons continue to be an important source of information with digital marketing, complementing customer engagement by quickly providing detailed information about products and services.