Australasian Catalogue Association

Category: Kellie Northwood

Strong influence of catalogues on shopper behaviour

Catalogues performed strongly in the latest quarterly ACRS Shopper Report, being tracked in terms of shopping frequency, channel usage, channel purpose and drivers of shopping behaviour.

As a “valuable source of information”, 76 per cent of shoppers surveyed use catalogues at least sometimes for making purchasing decisions and looking for information. Forty-one per cent use them for general information and 47 per cent for price comparisons for non-grocery shopping.

Just behind the internet, catalogues are more likely to be used than in-store sources when seeking general information and for price comparisons.

Catalogue readership continues to strengthen, with 15 per cent of shopper respondents saying they intend to use catalogues more over the next 12 months, and 72 per cent continuing to use the same number of catalogues for shopping purposes.

“In a recent episode of [ABC-TV program] Gruen XL, [panelist]Todd Sampson noted that retailers have dubbed catalogues as ‘Crackalogues’ due to their amazing reach, strong brand presence in the home, high-quality ‘geotargeting’ and remarkable influence,” Australasian Catalogue Association CEO Kellie Northwood said.

“The ACRS data supports this and what other research agencies have been reporting: catalogues are a strong performer for retailers. Compared with other media channels, catalogues’ audience reach is one of the largest in the country and catalogues perform highly as an activating shopper-marketing device assisting in the path to purchase.”

Overall, 89 per cent of shopper respondents read at least one catalogue a week and, across most age demographics, the majority read one to three catalogues a week. In particular, 52 per cent of respondents aged between 18 and 24 read one to three catalogues weekly. Respondents aged over 45 tend to read more catalogues weekly, with 30 per cent of those aged 55 to 64 reading more than 10 catalogues a week.

Source: Retail World Magazine 27 November 2015

Festive Season Strong for Catalogues

The silly season is the strongest period for print catalogue sales, according to the Australasian Catalogue Association (ACA).

As Christmas approaches, big businesses are ramping up their catalogue distribution in a bid to strengthen consumer engagement with print marketing.

The ACA says the festive season brings a ‘strong retail sales window’, and catalogues are ‘proving more effective than ever’.

Source: ProPrint November 2015

Women In Media: CEO Of The Catalogue Association Kellie Northwood

Kellie Northwood, CEO, Australasian Catalogue Association and executive director of TSA Limited, an industry organisation raising awareness about the environmental and effectiveness credentials of paper and print. Kellie is also the director of Sierra Delta, a brand and communications agency based in Richmond, Melbourne.

Source: B&T 13 October 2015

Three ways to boost your catalogue reach

More Australians read catalogues than metropolitan newspapers, according to research published. A study by Roy Morgan Research has found almost 10.5 million Australians read one or more catalogues during an average week.

Here are Northwood’s three tips for business owners wanting to get the most out of advertising through catalogues.

  1. Understand your target market
  2. Treat the catalogue like a book or magazine
  3. Fill them with interesting content

Read full article by Smart Company

Catalogues – junk mail or retailer’s best tool?

Research reconfirms the broad reach of catalogues, but many retailers need to up the ante in the use of these to appeal to ever more savvy and demanding consumers.

“Shoppers are reading catalogues for recreation and inspiration. This type of behaviour is an underutilised opportunity for retailers.”

Source: Inside Retail Weekly 16 September 2015

Value of Paper and Print on tour

The Value of Paper and Print has launched its Australian tour, which will highlight the importance of print to advertisers, aiming to ensure print gets a ‘big slice of the pie’.

The free VoPP Roadshow will run throughout April and May, presenting a talk to marketers, media buyers and industry stakeholders, about the power of print and the risk of not advertising in it print.

Speaking with the Australian Printer, Kellie Northwood, VoPP head and executive director of Two Sides Australia, says today’s society consists of a diverse media industry – such as print, TV, radio, and online – and the importance of ‘print must be communicated to the media buyers’ to ensure that its value is recognised.

Northwood says, “It is not about us versus them, we live in a multi-channel media market and we need to make sure that print is getting a bigger slice of the pie.”

Aussie Letterboxes Hit With 710 million Catalogues In Lead Up To Christmas

Some 710 million catalogues were distributed to Australian letterboxes in the lead up to Christmas last year, while the category claims this was a major factor in retail spending in December.

ABS data shows December’s retail sales rose a modest 0.2 per cent in December to $23.81 billion, following a seasonally adjusted rise of 0.1 per cent in November to $23.76 billion.

However, the figures also show spending in the three months to December was up 1.5 per cent to $69.434 billion, ahead of expectations for the quarter.

Industries experiencing sales increases in December included food retailing (0.4%), Clothing, footwear and personal accessory retailing (0.6%) and Household goods retailing (0.3%).

Read full article here