Attributed to Brendan Straw, Country Manager for ShopFully Australia
Despite the rise of e-commerce and online shopping, the retail catalogue is not an asset of the past. Whilst some might view it as an outdated marketing tool, reserved for older generations who prefer to shop offline, the catalogue is making a comeback amongst Australians of all ages.
In fact, the pressure of rising inflation and the cost of living has seen Australians becoming savvier than ever, crunching the numbers for the best discount before they even step foot in-store. Research has shown the number of Australian shoppers reading catalogues to find promotions and secure deals has increased to 68% in 2022, five percentage points up from 2021.
To add to the mix, the rise of digital catalogues has enabled a host of new and expanded benefits to both retailers and customers. The catalogue of the future is no longer simply an e-version of a print catalogue, but rather an immersive experience that takes shoppers from browsing to in-store purchase completion.
For Australian independent supermarkets and fine food retailers, many of whom form the backbone of local communities, understanding what motivates and is important to shoppers in close proximity to their storefronts is critical. They are now faced with a unique opportunity to showcase online products in a more personalised and engaging way than ever before and encourage in-store traffic, which is of particular importance for a niche of the grocery retail sector that relies on shoppers buying local.
The untapped potential of digital catalogues
Research from ShopFully into the marketing investments of Australian retailers found the majority plan to increase their spending on digital platforms, with independent retailers being no exception.
For Australian consumers, many now expect a great digital experience at some point in their shopping journeys. Digital catalogues are top of mind for Aussies at the start of their shopping journey, with over one-fifth (21 per cent) of shoppers heading in-store after browsing a digital catalogue.
For the independent retailer, the advent of digital catalogues can unlock a treasure trove of essential business insights. Access to catalogue data such as reads, clicks and in-store visits, can allow businesses to gain valuable insights into how their consumers interact with brands, which products are capturing their interest, and where they prefer to shop.
Overall, digital catalogues have emerged as a powerful tool for retailers to gain deeper insights into consumer behaviour and preferences, allowing them to improve their marketing efforts and improve customer engagement.
What the new and evolved retail catalogue will offer
There has been a significant resurgence in the retail catalogue, with retailers and brand marketers dedicating a considerable portion of their budgets towards developing new and enhanced digital versions.
Today, digital catalogues have progressed to offer a curated experience, with features like videos, Gifs, and recipe ideas that help customers visualise the product in action.
Not only this, but the lifestyle element of digital catalogues has become a critical factor in fostering brand loyalty and connection with customers. ShopFully data shows that 66% of Australians browse digital catalogues at least once a week, demonstrating the growing importance of this medium for independent retailers to keep up with the modern retail landscape.
With the retail industry moving at a breakneck pace, it is critical for retailers and brands to integrate these physical and digital worlds. Australian consumers are increasingly seeking out shopping experiences that respond to their unique challenges, priorities, and habits, and are willing to share their data in exchange for a more personalised and curated shopping journey.
Investing in delivering exclusive offers and curated content to consumers can be an effective strategy for independent retailers to increase footfall in their brick-and-mortar stores and ultimately boost sales. The digital catalogue is a valued asset that can support independent retailers to compete with supermarket chains and stand out in the increasingly crowded retail landscape.