Page 54 - Print21 Magazine May-June 2021

Associations
Multi-channel wins with print
TRMC says Woolworths’ commitment to multi- channel marketing
is a win for the retailer
he Woolworths
Digital Catalogue
via the letterbox, the Fresh magazine, Everyday Rewards loyalty programme, and other in-store print collateral.
“It has enhanced online solutions and connected digital marketing channels to work
in partnership with its print
420,000
Digital Catalogue
420,000
10,820,000
Print Catalogue Readership
nd for print
aT
10,820,000
supermarket and campaigns, which is delivering Print Catalogue Readership
retailing giant posted a net profit after
tax for the first half
of the 2021 financial year of $1.135bn, a 28 per cent jump on the same period last year, and The Real Media Collective applauds Woolworths’ approach to marketing to all customers through the pandemic.
Increasing market-share through maintained brand
and sales marketing activation across all available channels intelligently is reflected in Woolworths gaining market- share from rivals during a retail super-cycle and essential-buying surge from consumers.
Although Woolworths chief executive Brad Banducci reported a caution that the second half of the year, arguing that the figures will stabilise from the pandemic impact of essential goods and services purchasing, the results are impressive and above their competitors.
The Real Media Collective chief executive officer Kellie Northwood says, “We cannot fault Woolworths’ approach; it has publicly maintained it will communicate to its customers through channels that its customers prefer. This has seen a maintenance of their established print channels across catalogues
86%
higher results. All channels are working hard together and delivering strong market positioning for Woolworths supermarkets.”
Digitalisation does not mean less print
Woolworths has built the superior digital solution for online ordering, developed
QR and AR technologies to
link its letterbox channels
with digital, and is currently running an optimisation programme, reviewing catalogue distribution to build targeted communications to households.
This twelve-week trial has provided great insights into
the consumer groups they are looking into, however, it has not proven to be a bad news story for print, in fact the opposite, Northwood says.
“Digital media channels
have many strengths and in partnership with catalogues, in- store or home delivered can build a strong marcomms marriage that increases brand equity, frequency recall and sales activation.
“I often refer to digital and print as a perfect marriage, each offer unique strengths that do not compete against each other. Home-delivered catalogues are
67%
highly effective in the acquisition phase and funnel to digital to
It is not only Woolworths that is investing heavily in print and being rewarded for
convert to a transaction, and
then the cycle repeats. The entire it – Aldi Supermarkets, IGA,
Woolworths marketing and media team have worked, and continue to work, impressively to get this mix right, and the results speak for themselves.”
Ritchies and Foodworks are all
Major brands left
print and returned
Countdown, Woolworths’
New Zealand counterpart, removed catalogues and mailers from its marketing mix, with
a strong review of all other print collateral in review. This process has proven a significant failure for the brand, with sales windows lost to competitors using print across similar seasonal campaigns. Good
news for the New Zealand print market is that Countdown
has returned to print and
its catalogue mailer. The overwhelming feedback is that the original decision to move consumers to a 100 per cent digital pureplay was not what consumers wanted, and they took their sales elsewhere.
“Media channels and marketing budgets have shifted throughout the pandemic and brands that have remained true to communicating with their customers and working across a multi-channel approach, that is, including print in the mix, are those achieving greater success at the cash register,” concluded Northwood. 21
Print well read by Aussies
Roy Morgan, Single Source reports 86 per cent of Australians who have
maintaining strong catalogue and in-store print, and enjoying increased brand awareness, trust index ratings, and sales for their efforts.
10,820,000
read a print catalogue in the last
four weeks actually read or looked into a supermarket catalogue, and supermarket catalogues hold the highest readership. This figure barely shifted through Covid lockdowns despite non-delivery windows. Further, digital catalogue readership is still not meeting its print cousin.
Some 10,728,000 Australians (aged 14+) have exclusively read a hardcopy catalogue in the last four weeks, according to the survey, whereas as only 402,000 have exclusively read online catalogues in the same period (RMR, 2020).
7.36
minutes
Print Catalogue Readership
420,000
Digital Catalogue
number of Australians
who have read a print catalogue in the last four weeks, read or looked into a supermarket catalogue.
number of Australian catalogue readers who take some kind of action on the path to purchase
those who have read asupermarket store catalogue in the last four weeks usually spend 7.36 minutes reading it.
54 Print21 MAY/JUNE 2021