WHERE PAPER IS KING: TRADITIONAL PRINT BEATS DIGITAL IN ADVERTISING, INCLUDING PROMO LEAFLETS

WHERE PAPER IS KING: TRADITIONAL PRINT BEATS DIGITAL IN ADVERTISING, INCLUDING PROMO LEAFLETS

The world is going digital, with paper seemingly falling into oblivion. But is print really a thing of the past? A recent study of consumer preferences in the areas where paper competes with digital content revealed that traditional print has not yet lost its powerful appeal.

Without undermining the importance of digital content, it is worth realizing that the it has not yet permeated our everyday lives, shows the study conducted by Toluna in June 2017 among nearly 11,000 respondents from 10 countries. In France, paper’s supremacy seems particularly striking.

From promo leaflets to books, paper’s position ...


NO LONGER RELEVANT IN RETAIL? BUILD YOURSELF A KILLER SOFTWARE APP

NO LONGER RELEVANT IN RETAIL? BUILD YOURSELF A KILLER SOFTWARE APP

Retailers who know how to play digital game have long realized that new techs open the door to new business opportunities. Implementation of software applications is no longer optional simply because the future of retail has become inextricably linked to digital savviness. To maintain their presence on the market, retailers have to redefine the ways in which apps are designed and brought into action.

Far from flexible, old-time big-scale and monolithic applications designed for a specific functionality (for example, warehouse management system) make it impossible for retailers to quickly react to dynamically changing digital-physical world.
How to stay attractive to ...


TIMELESS APPEAL OF A PROMO LEAFLET: BOOSTING SALES WITH PRINT IN TIMES OF DIGITAL EXPLOSION

TIMELESS APPEAL OF A PROMO LEAFLET: BOOSTING SALES WITH PRINT IN TIMES OF DIGITAL EXPLOSION

We live in the digital age, yet traditional means of communication remain unbeatable when it comes to marketing, reveal the findings of a survey* by OpinionWay for Wincor Nixdorf. Top performing levers of marketing include promotional leaflets and WOM, both better perceived by clients than other marketing efforts.

Digital may be the new black in retail marketing, but a good old promo catalogue has not yet said its last word. In a survey among target audience of various marketing efforts, it was a promotional leaflet that garnered most praise from the respondents.

Keeping it simple works best

Promotional catalogue leads ...


START-UPS HELP BRICKS RE-INVENT THEMSELVES

START-UPS HELP BRICKS RE-INVENT THEMSELVES

Innovate or die. This modern age rule applies in retail, too. Fighting for survival in the digital world, brick-and-mortar stores are more than happy to pick startups’ brains on innovative ways to make a difference on the market, including such novel inventions as wearables, AR or beacons. Welcome to a store of the future.

News about demise o traditional retail seems somewhat exaggerated. Bricks are alive and kicking despite fierce competition from online stores. A large percentage of consumers still prefer shopping in brick-and-mortar stores, with a growing number of top digital-native brands setting up physical stores. Bricks 2.0 ...


BOOSTING USER EXPERIENCE IN THE BLINK OF AN EYE. IN-APP EYE-TRACKING TECH DEBUTS IN BEAUTY INDUSTRY

BOOSTING USER EXPERIENCE IN THE BLINK OF AN EYE.  IN-APP EYE-TRACKING TECH DEBUTS IN BEAUTY INDUSTRY

Imagine using an eye-tracking technology within an application to get a better idea on how to enhance your customer’s experience and advertise more effectively. Sounds like a fantasy? Not anymore. One of the cosmetics companies shows us how it’s done.

The company in question is Smashbox Cosmetics which has just launched a eye-tracking technology within its mobile virtual makeup application. Eye-tracking tech helps create heat maps of these parts of the screen which attract most attention from app users. Insights thus acquired can prove very valuable.

Better user experience, more powerful advertising

For a start, the tool increased ...


WHAT’ S IN IT FOR ME? WHY CONSUMERS STILL LOVE LOYALTY PROGRAMMES

WHAT’ S IN IT FOR ME?  WHY CONSUMERS STILL LOVE LOYALTY PROGRAMMES

77 percent of French consumers participate in at least one loyalty program offered by retailers, reveals the study by Nielsen*. Over half of them declare that they shop more often and spend more in the stores with loyalty program on offer.

Only 11 percent of those surveyed joined loyalty program via the retailer’s mobile app, 7 percent use third party application, while 5 percent access loyalty program via mobile payment and digital wallet systems. Mobile apps remain most popular in Asia, particularly in Thailand, Vietnam and China, among others.

Timeless appeal of promotions

What perks do fans of loyalty ...


FROM LEAFLET JUNKIES TO BEST DEAL SEEKERS: WHO READS PROMOTIONAL CATALOGUES?

FROM LEAFLET JUNKIES TO BEST DEAL SEEKERS: WHO READS PROMOTIONAL CATALOGUES?

According to the survey by Ipsos, consumers depend on promotional leaflets which they use first and foremost to track promotions. That said, there are several categories of leaflet readers, each with a different set of expectations.

Seemingly defeated by the digital offering, promotional catalogue remains as strong as ever. A survey by Ipsos of 2,000 French respondents* revealed that a promotional leaflet is read by 69 percent of them each week of its receipt. It takes them nearly 38 minutes to read all the offers, an experience which they consider to be both useful (90 percent of those surveyed ...


6 TRADE PROMOTIONS IN 10 FAIL TO GENERATE PROFIT FOR BRANDS

6 TRADE PROMOTIONS IN 10 FAIL TO GENERATE PROFIT FOR BRANDS

While promotional activity continues to increase, profitability seems to be winding down. A study by Nielsen reveals areas where brands may improve their performance.

Is it still worth playing the promotion game? Figures are bleak: 60 percent of trade promotions in FMCG category are not profitable and the situation only seems to be getting worse. According to Nielsen’s three-year trend analysis, promotions account for annual expenditures of nearly USD500bn worldwide, with CPG manufacturers investing as much as 20 percent of their revenues in trade promotions. The question is, does it still make economic sense?

What do the figures say ...


FREE SHIPPING, THE PROFIT EATER. HOW CAN RETAILERS COMPENSATE FOR GRATUITOUS DELIVERY?

FREE SHIPPING, THE PROFIT EATER. HOW CAN RETAILERS COMPENSATE FOR GRATUITOUS DELIVERY?

Among retailers’ multiple problems is free shipping. Spoiled by some online stores, consumers will not hear of a paid delivery and even expect to be able to return unwanted items for free. A trend that is unlikely to disappear any time soon, free shipping eats into retailers’ bottom line.

Shipping free of charge is part of a festering conflict between online and offline world of retail. The number of customers shopping online has been growing steadily, with free delivery being one of the undeniable perks of purchasing goods on Internet. Retailers have found themselves at the crossroads: should they bear ...


IS TRADITIONAL RETAIL DYING OR JUST CHANGING?

IS TRADITIONAL RETAIL DYING OR JUST CHANGING?

With Gen C of connected consumers now dictating the rules of the retail game, traditional stores seem to have little to offer. The bricks’ perennial argument of “look, touch and feel” is losing power in the face of a growing popularity of showrooming. Should traditional malls be pronounced dead? Or perhaps in-store shopping can be made cool again?

What we are witnessing today is not in fact a demise of brick-and-mortar stores, but a radical change of distribution models of the past. Back in the day, distribution systems were designed in such a way as to generate huge revenues for ...


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