COVERAGE – Inside Small Business (Shopfully)
Retailers urged to focus on digital catalogue consumer habits
It’s estimated that about 93 per cent of Australians love reading a physical or digital catalogue. However, recent research conducted by Roy Morgan for the Real Media Collective has revealed that there’s been a rapid uptake of digital catalogues with 3.8 million or 18.5 per cent of Aussies exclusively reading them via a digital platform.
ShopFully, a leading digital platform which markets retailers digitally and drives shoppers to physical and e-commerce stores, stated that the shift from hard copy to digital catalogues is just the next natural step for Australians.
“Just as we have seen habits change when it comes to consuming video and music through streaming platforms, more Australians are now turning to digital platforms to view their much-loved catalogues,” said ShopFully Australia Manager Dean Vocisano. “We really think this shift is a natural progression from physical to digital consumer habits. It’s not only more convenient, it’s a matter of sustainability with more people aware of the impact of the overuse of materials such as paper and plastic.”
Vocisano said, “This Roy Morgan research highlights the need for retailers to carefully consider their marketing budget as we can now safely say digital catalogues are becoming a preference for Aussies.”
About 80 per cent of those surveyed by Roy Morgan said they read digital catalogues to discover new products and 69 per cent said it was a stress-free way to browse or window shop. For some, inspiration for new gifts was key (68 per cent) while reading a digital catalogue was also a way to relax and unwind (38 per cent).
Meanwhile, 80 per cent of people were also likely to tell a friend about what they say in a digital catalogue, with 4.6 million Australians or 46 per cent of readers emailing or texting a picture of a product to friend or family member.
“Digital catalogues certainly make it easier for people to pass on information and have less physical clutter in their lives which is also an important emerging trend,” Vocisano concluded.