B2B with a Twist Publication - Work • Stay • Play October Edition Work Stay Play Winter 2018 Edition | Page 12

Engagement
Engaging the consumer and holding a conversation for a period of time allows brands to develop
strong relationships with potential customers. Insight into which consumer groups read catalogues
and how long they spend reading them or interacting with them is important in understanding
the power of catalogues and letterbox marketing. Whether offering a comprehensive product
range, brand positioning, new store or product offering, engaging your customers is critical when
communicating your messages
Catalogue readership strong
Across gender & main grocery buyer
80%
Male
70%
Female
Main Grocery Buyer
60%
50%
40%
30%
12
20%
10%
Any Catalogue
Supermarkets
Department/
Discount Stores
Furniture/Hardware/
Electrical
Chemists
Catalogues continue to demonstrate effectiveness in shopper’s decision making process. A key
ingredient for the path to purchase. Catalogues keep shopper’s informed, aware and remain the
strongest media influence when making household purchasing decisions.