The Australasian Catalogue Association (ACA) recently reported that catalogues continue to perform strongly, holding their own against other media channels. In the latest quarterly ACRS Shooper Reports, catalogues demonstrate their value, tracked in terms of audience readership, channel usage, channel purpose and drivers of shopping behaviour.
When making purchasing decisions and looking for information, 74% of shoppers use catalogues ‘always to sometimes’. 42% of shoppers use catalogues for general information and 46% use catalogues for price comparisons. Digital media indicate the weaker channels with Social Media ranked 19% for general information and 5% for price comparison, Tablets reported 20% for general information and 22% for price comparison.
Kellie Northwood, CEO of ACA recently commented that “The ACRS behavioural tracking highlighted, on average, shoppers choose to read catalogues to find competitive prices and chase bargains. In the comfort of their own home consumers will often read catalogues for enjoyment and prefer reading catalogues more frequently, with an advertorial design, as their most preferred style of catalogue.”