Make way for personalised catalogues
While catalogues are often considered more of an outdated marketing medium, research suggests they still have a greater audience reach than any other advertising channel. Personalised print catalogues are a way to leverage their full potential. This is when you tailor the content to suit different customer groups, rather than sending the same catalogue design and offers to everyone. Here's how personalising your catalogue can help boost consideration of your brand and your bottom line.
Why it pays to get personal
In the fight for customer attention, personalisation has earned a spot at the front in recent years a trend that has not gone unnoticed in the print industry. In the past, personalising large print orders would have seemed almost impossible but, thanks to new technology, businesses can now mass produce customised print products at a reasonable cost.
This includes popular print items, such as catalogues. After all, 41% of Australian consumers still prefer to check catalogues when researching product price points. Personalising your catalogue content to suit different demographics means your customers will see more of what they like, which should work to increase purchase consideration and overall conversions.
How to personalise your print catalogue
The nature of your business, your marketing objective and how well you know your audience plays a big part in the personalisation process. Here are a few different ways to go about it.
1. Location, location, location
Depending on what kind of products or services you offer, your audience might benefit from catalogue content based on where they are live. This could include things like local store offers, events, free or discount delivery, or products or services that have proven popular in that location.
Demographics such as age, income and gender can influence buying decisions drastically, which is why is makes sense to adapt the design and contents of your catalogue to suit your audience.
For example, if you wanted to promote higher-end products to a high income audience, it may be beneficial to go with a better quality paper stock and a minimalistic layout. Having fewer items per page would help to emphasise the quality of your products. Conversely, if you're advertising a larger range and lower prices, a cheaper stock, more products per page and highlighted special offers can convey your message just as well.
3. Past purchases and preferences
If you collect customer data on previous purchases or the type of products different customers are interested in, you can tailor your content, messages and visuals to match. That said, avoid showing them things they've already bought for example, if someone purchased a blue polo shirt just a few weeks ago, they're unlikely to buy the same one again. Instead, try showing them similar or complementary items.
Personalising catalogues is a powerful a way to make a popular mass marketing channel even more profitable and relevant. So, why not start customising yours now?