Australian retailers have always been fond of print catalogues and now Roy Morgan has given us the numbers that show why. According to a report released end December 2012, it seems that even in the digital age, this hard-working, traditional tool is valued highly by all age groups from 61% in the 14-24 group through to 75% in the 50+. Overall, 70% across all groups 14+ read catalogues.

However, digital catalogues don’t hold the same sway, with 16% of 25-34 being the highest involvement of any group.

In the light of this last metric we believe most retailers may need to rethink their digital catalogue strategies. Instead of a pdf flip-book version of a print catalogue, which can be cumbersome and slow to load, customers are more likely to engage with a vehicle which acts as a “gateway” to purchase either online or instore.

In addition, “thinking outside the page” allows for the introduction of rich media and purpose-designed creative.

Digital publishing software products such as Caszine deliver exactly this. With the right analytics you can gain insights which help you craft powerfully relevant messaging to continue the conversation.

To view the original Roy Morgan Research article Click Here