How many times have you heard the term ‘digital age’? Until recently it was all about smartphones – but then tablets started pouring in, and now there’s endless discussion about smart TVs, VR systems, even driverless cars.
And yet paper is still everywhere; it fills our lives. And these days, thanks to the efforts of the ACA (Australasian Catalogue Association) there’s the research to prove it – across all kinds of industries.
A Toast To Print Power
Catalogues are an incredibly powerful tool when it comes to directing liquor sales. 871,000 Kiwis turn to the unaddressed mail that appears in their letterbox when deciding which liquor outlet to visit. That’s 22% of consumers. And when it comes to purchasing power, unaddressed mail really sings. New Zealand’s mid-to-high-level earners are 24 times more likely than the average population to use catalogues and other mailers to make these decisions.
Fashion-Forward
The fashion industry is an area that lives and breathes changing with the seasons and the trends of the time. And yet, many fashion retailers continue to produce some form of catalogue or bespoke magazine. Even in the era of so much internet shopping, 32.4% of Kiwi shoppers call upon catalogues to make their purchasing decisions. Cosmetic catalogues have even more pulling power – with 36% of New Zealand shoppers favouring them over other media sources.
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