The Power of Printed Circulars: Fueling Multichannel Success in Reaching Today’s Consumers

5/23/2023 Curtis Tingle

In this age of digital marketing, printed circulars might seem like an outdated promotional tool. Recent studies, however, show that consumers still rely on printed ads when they’re making their purchasing decisions.

For marketers, the current challenge lies in optimizing marketing efforts amid the rise of digital engagement. As costs increase and profitability pressures mount, marketing professionals are faced with the task of determining which media channels to prioritize — finding the right balance between traditional and digital media can be challenging.

Some brands and grocers have made the mistake of overemphasizing digital media at the expense of print, resulting in a loss of customer shopping trips. Marketers are coming to the realization how crucial it is to conduct a market-by-market analysis and focus on what actually works — rather than solely relying on cost or other perceptions.

Data and the value of print advertising

It’s important to keep in mind that consumers still value printed circulars. According to RRD’s 2023 Awareness-to-Action studies, 70% of consumers regularly look at ads that arrive in the mail, and 69% use circulars to plan their shopping. In addition:

• Consumers hold on to circulars for an average of 3.5 days, giving them ample time to plan their purchases
• 34% read printed store circulars
• 29% read online store circulars for coupons, discounts, or product information when planning their grocery shopping
• 45% of consumers either hold onto the printed circular until they make their main grocery trip for the week or they bring it with them to the store
• 40% say they are spending more time reading mailed marketing and promotions — emphasizing the continuing importance of print circulars in capturing consumer attention and driving sales
• 71% would miss printed circulars if their grocery stores did not send them

Consumer sentiment toward printed circulars

73%

Regularly look at the ads received in the mail

69%

Use circulars to plan their shopping

Hold on to circulars for an average of

3 1/2 days

34%

Read printed store circulars

A marketing mix: merging traditional and digital

Retailers must embrace a multichannel approach to marketing that meets consumers where they are — this means combining the best of what print offers with access to deals digitally. Taking a multichannel approach is about connecting with consumers at every touchpoint, regardless of whether they’re online or in-store.

The print circular should be an important component of this approach, because it allows retailers to reach consumers at home, where they typically plan their shopping trips. Nor are printed circulars just a tool for small businesses or regional grocers — even larger grocery chains recognize their importance and are now recommitting them into their marketing strategies.

The popularity of printed circulars should be a reminder to all marketers that traditional media still has a place in today’s interconnected marketplace. Retailers choosing to ignore this channel risk being left out of consideration altogether. By fully embracing a balanced approach to marketing and incorporating printed circulars into their strategies, the savvy retailer will be better positioned to succeed in a highly competitive retail landscape.