In today’s world all the information appears to reach out electronically, especially to those born around the turn of the century. But it is the flood of e-messages that inundate customers from smartphone browsers, e-mail readers, messengers, social media applications, etc. that makes the cut through the noise and attracting the attention of the recipient so difficult.
In the “Direct Marketing Production Printing & Value-Added Services: A Strategy for Growth” study conducted at the end of 2015, InfoTrends was looking for answers to questions about the future challenges for marketers and trends in customer behaviour. The results presented below show that after a period of lesser popularity, printed catalogues and offers once again become an attractive vehicle for marketing communications.
Nearly 75% of young consumers recognized printed catalogues as useful tools for learning about products Furthermore, over 92% of those between the ages of 18 and 34 used catalogues to learn about product characteristics and applications. In no other age group was this share as high.
Moreover, 79% of Millennials reported visiting a retail store because their interest was piqued by the products and promotions presented in a printed catalogue.
At the same time, the study revealed that printed catalogues and offers are viewed by 66% of respondents. If the content seemed interesting to them, 81% of Millennials will take a minute or two to review the offer.
Customization has a major impact on consumer engagement. As many as 90% of the audience between the ages of 18 and 34 saw it as the main factor that would increase the chance of reading through the marketing message.