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According to Nielsen Research, retailers spend 60-70 percent of their marketing budget on printed ad circulars. However, with 82% of Americans online, 93% owning mobile phones and 155 million using Facebook is there an opportunity to evolve the circular?

Nielsen’s Todd Hale, SVP Consumer & Shopper Insights, shared new research at the U.S. Consumer 360 Conference about the benefits of both print versus digital circulars and outlined the steps required to optimize both.

Although the study uncovered that 60% of shoppers still look at printed circulars that are either mailed to the home or in newspapers at least once a week, conversion rates for digital delivery methods are very strong.

The study further uncovers that when shoppers are asked about what they want in the future, about 30% of shoppers are interested in social and smartphone applications. That percentage greatly increases among younger shoppers.

For more thoughts on this matter, check out yesterday’s post titled “Social Merchandising: An Evolved Approach to Engaging the Social Customer“.

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