Value of Paper and Print

Printspace

An online retailer who had never marketed via catalogues wanted to improve their marketing communication. They produced a catalogue and sent to customers via Letterbox Distribution. The results were impressive.

Method

An 8pp full colour catalogue was designed with a discount code offering Free Shipping. The campaign ran for three months, May to July 2014. 140,000 catalogues were printed for distribution in selected zones. Zone selection was based upon demographic knowledge of the specified target market, which was based on existing data of the twenty-five highest spending suburbs in Melbourne, VIC. Based on individual purchases. The statistics on historical sales did not show any specific grouping of suburbs and therefore, a cross-demographic market was selected based on previous demographics rather than geographical positioning. During the campaign, a second promotion was run to ask customers to join the email newsletter and enter a competition to win a limited edition print to the value of $450.

The results

  • In the three-month window of data collection Revenue, Order Valueand Traffic into Store realised significant increases. The strength of applying technologies on paper were also identified. Printspace® is fluent in digital data management and was surprised by the market engagement with the catalogue. From this they determined that applying augmented reality technologies to their catalogue could deliver higher sales results and direct connection to their sales portals in future campaigns. Personalised products include personalised Birth Posters, Name Prints and other customised print and stationery. This product category saw significant results as follows:
    • An increase in Order Volume by 38.10%
    • A revenue increase in personalised products by 48.38%.
    The Limited Edition product line is the highest value and profit line for the business. This product line realised a staggering 788.06% increase in Revenue throughout the catalogue campaign window. This pushed the average order value up 48.66%.

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