Consumers prefer to shop print, check-out on-line.
Several marketers who shelved their print catalogs to much publicity
have quietly resurrected them. Why? Consumer behavior and measurable
results. Increases in on-line ordering hid a simple truth: consumers
don't abandon one media for another, they use multiple options to their
best advantage. Quite simply, customers prefer print for shopping and
browsing, while websites are great for ordering. Eliminating paper
eliminates the 'just looking' nature of shopping - risking sales
particularly among existing customers. As a sign of confidence in print
- the venerable Montgomery Ward catalog will be back in the mail in the
spring under new owner Swiss Colony.
Print drives retail traffic.
After a printed insert or catalog event, there is usually an immediate
increase in sales at retail bricks and clicks locations. For retailers
and marketers considering a switch to the web, it's extremely important
to be aware of the relationship between traffic and print.
Wondering about print's effectiveness? Print provides flexible opportunities to add a measurable product offer, coupon or code.
Print is measured and proven.
You want to be confident your marketing investments will generate a
return. Confidence begins with assurance your investment will reach the
audience you want to reach. Print has well-established measurement
protocols and proof of performance.
People process large amounts of information better in print.
If you send customers lengthy or technical information, paper is your
best bet. Even when people access information over the web, if it's
long, technical, or difficult, they will print it out. Why? We
comprehend complex material better when we read it in printed form.
Even active users of digital communications prefer print.
Spam now accounts for 90 to 95% of all emails sent. As technology
combats unwanted electronic mail, are you confident your message won't
Not everyone is on the 'net.
According to 2008 studies, almost one-quarter of Americans do not have
access to or use the internet, 20% have never looked up a web address
or sent an email, and 30% have never used a computer to create a
document. Shocking? Not if you target older, less affluent consumers.
The percentage of the population not using the net is even higher in
Europe and Asia. Print is still the preferred method of communication
for these markets.
if they do have access to and use email, important segments that do
have access to email prefer print. A recent Vertis Communications
survey found 85% of women between the ages of 25 and 44 read direct
marketing pieces, compared to 53% who have access to email who read
email marketing messages. Hispanic consumers also respond to print
direct mail, increasing from 38% in 2003 to 54% in 2007.
your market is overseas, or if your North American customers are older,
women, or Hispanics - you can be confident print works even better.
You have enough things to worry about.
Your paper supplier shouldn't be one of them. When paper is an
important part of your marketing mix, you can count on Catalyst for
paper that performs on the press, for the environment and for your
bottom line. Let us put our fresh thinking to work for you.
Interested in learning more about Catalyst’s lightweight papers?
Contact a Catalyst sales representative:
In Canada - 604-247-4400
In the U.S. - 206-838-2070
In the next issue: Focusing on the Fundamentals
Find out more about Catalyst Paper and our lighter footprint.