It’s true... even in this digital age, we still love print! And that includes one of the biggest and most lucrative markets – millennials (those born between the early 80s and early 90s).
It’s proven to be tactile, something we can smell and touch. It generates emotion which can help stimulate more positive brand awareness, something not achieved with digital alone.
An attractive piece of print can reach into the quiet space of a person’s life, bypassing all the online noise. Who opens all their emails? Online content is constant and we become oblivious to it.
In fact, 84% of people say they understand and retain information better when reading in print (source: Two Sides).
Last autumn, OKA transformed its already popular quarterly Look Book into a larger format magazine with a resultant 85% lift in response!
Another of our clients, House of Bruar, reported in their latest year end accounts that their sales rise was down to a 25% increase in their mail order business with the printed catalogue remaining the catalyst for orders.
In its latest available Report & Accounts, Next confirmed that sales continue to transfer from stores to online (which includes their catalogues) with online sales exceeding store sales for the first time in the group’s history in the quarter to end of July 2019.
Many other of our clients report that their catalogues trigger the online sales and that, if a product is dropped or its position changed in a publication, this can have a corresponding effect on sales. For brand finding, digital is the go-to solution but for brand building, print wins every time!
In fact, according to a Royal Mail MarketReach report, 52% of people bought more than they planned when shopping with a printed catalogue.