Catalogues are a must for electrical retailers

Attractive couple smiling and browsing a catalogue in a car dealershipAustralian consumers are ‘electrified’ by their catalogues and a recent survey by NewsMediaWorks has just confirmed it. Results reveal catalogues as number one as the most influential paid media across the path to purchase of electrical goods.

The study released in October 2016 has dissected the path to purchase of electrical goods by Australian consumers and has particularly analysed the influence of a range of paid, owned and earned media at every step of the buying process.

“Findings confirm that catalogues play a crucial role in influencing consumers on the path to purchase,” commented Kellie Northwood, CEO, Australians Catalogue Association.

“More, this study provides a wealth of information and recommendations for marketers in the electrical goods sector to understand how catalogues can be used to strategically position their brand on the consumer’s buying journey.”

With over 600 consumers surveyed, the study has identified four phases in the path to purchase of electrical goods – Recognising need, Researching options, Forming a shortlist, Making the purchase – and has gauged the influence of different media channels at each one of these phases.

NewsMediaWorks notes that with nine in ten buyers of electrical goods being open to persuasion, a strategic marketing campaign is critical to influence new prospects. In the early stages of buying, catalogues outperform other channels with the survey revealing that 41 per cent of those who recall seeing or hearing a specific electrical appliance ad found it in a catalogue (TV comes second with 38 per cent and newspapers third with 36 per cent).

During the researching phase of the process all the way to forming a shortlist, catalogues play a pivotal role in providing customers with the information they are looking for. In this phase, buyers are collecting information and seeking advice. Catalogues rank first across four of the six information needs expressed by consumers – Price, Specifications, Where to buy and Recommendations, and rank second for Inspirations and Reviews, just after Newspapers.

When forming a shortlist, catalogues outperform other paid media channels again with 31 per cent of consumers preferring them when they focus their attention on the finer details of selected brands. In this phase, News media is second at 27 per cent and Newspapers third at 23 per cent.

Based on metrics platform emma’s findings that three million consumers found the last catalogue, brochure or leaflet they read in a newspaper or a magazine, the analysis outlines how catalogues and newspapers outperform when they are working together.

With Roy Morgan Single Source also revealing high readership rates of electrical goods catalogues across all demographics (age, gender, socio economic status and education), catalogues are proving to be a must-have for effective marketing campaigns that electrify customers.

Read the NewsMediaWorks survey here.

You have 7 articles remaining. Unlock 15 free articles a month, it’s free.