Matt Berriman

Multi-channel catalogue distribution has arrived

If I had written (or even dared to dream) two years ago that marketers would start to replace physical catalogue drops with online catalogue distribution, I would have been called crazy. Well, that time has come!

There is no disputing that catalogues work and retailers continue to invest the majority of their budgets, sometimes up to 75%, into the medium. It's a $2 billion industry for a reason. Catalogues are tried, tested and proven to drive high reach, store traffic and sales.

As more and more consumers have moved online, the effectiveness of some traditional media in influencing purchase decisions has changed. This certainly applies to catalogues.

We know that consumers now use the internet as a key step in the path to purchase. It's clear that a big percentage (anywhere from 50% to 88% depending on whether you believe Google or Nielsen) of the eyeballs have moved from the coffee table and letterbox to an ever-growing range of digital devices to view items and catalogue content online before making their decision to visit a store.

In the past six months we've seen that many retailers are now driving significant volume of catalogue readership through our online catalogue distribution network, the iNC Network. When aggregated with catalogue readership from retailers' own websites and sites such as Lasoo and catalogues4u, this is a huge shift.

Our network alone now reaches 3.8 million consumers a month and readership figures for individual clients run into the hundreds of thousands of reads per catalogue. All of this means that Retailers now have the opportunity to gain high reach, guaranteed readership and importantly a multi-channel approach to distributing their catalogue to consumers.

Roy Morgan data further highlights the opportunities for retailers, recently reporting  that:

-          20% of consumers would prefer online catalogues to physical catalogues

-          57% of people are happy to receive physical or online catalogues

-          29% of consumers in 3 level and above apartments/ dwellings don't even receive catalogues

Retailers need to distribute catalogues in multiple formats, not just through letterboxes or inserted into newspapers. Just as print and television advertisers have had to embrace digital, it's now time for retailers to take stock and review how they can most efficiently spend their catalogue budgets to gain maximum reach and exposure.

Multi-channel catalogue distribution is here to stay. Consumers want to receive content digitally, and retailers need to either give them what they want or risk losing them to those that do.

 


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Matt Berriman Matt Berriman
Company: CC Media / iNC Network
Position: General Manager
After moving to Melbourne from the country to join the Victorian Institute of Sport for cricket, I attempted to play professionally until injury forced my retirement. Then focusing my attention to my business aspirations I have recently been involved in a couple of high growth online businesses Read Matt's full bio

Latest Articles by Matt

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