Re­tail­ers look to print and dig­i­tal news­pa­pers to reach shop­pers

The Works - - RETAIL SPOTLIGHT. -

The web has rev­o­lu­tionised re­tail. Shop­pers have ac­cess to a global mall. They can shop any­time, any­where, armed with an arse­nal of smart de­vices, such as phones and tablets.

NAB’s On­line Re­tail Sales In­dex tells us that Aus­tralia’s on­line re­tail spend­ing in­creased to $14.9 bil­lion for the year to Jan­uary 2014 (+11.3%), which rep­re­sents 6.5 per cent of tra­di­tional re­tail spend­ing.

emma data shows Aus­tralian re­tail­ers con­trol the largest share of on­line sales (72%) in this coun­try. Some 63 per cent of on­line shop­pers have bought from over­seas.

On­line gro­cery shop­ping is in­creas­ing. Jess Gill be­lieves con­ve­nience is key. “Con­sumers need to be able to shop wher­ever they want, how­ever they want, when­ever they want. Our role is to make life eas­ier for them.”

News­pa­per mo­bile and tablet au­di­ences have a high propen­sity to shop on­line. Among the smart­phone-own­ing news­pa­per mo­bile au­di­ence, 55 per cent have shopped on­line in the last month, com­pared with 45 per cent of smart­phone own­ers.

Dig­i­tal news­pa­per read­ers are also big on­line spenders. Across eight cat­e­gories mea­sured, they spend an ad­di­tional $500 a year com­pared with smart­phone own­ers as a whole.

This re­flects the higher earn­ing power of news­pa­per read­ers – they are 74 per cent more likely to be earn­ing $80,000pa, or more.

E-Tail­ers look to print and dig­i­tal news­pa­pers to reach shop­pers.

They recog­nise news­pa­per me­dia pro­vides a cred­i­ble and trust­wor­thy medium with un­par­al­leled reach to a highly en­gaged au­di­ence.

Print’s Big Rev­enue

Lat­est CEASA fig­ures show re­tail­ers spent $830 mil­lion on ad­ver­tis­ing in news­pa­pers over a 12-month pe­riod to June 2013.

Four of the top five dis­play ad­ver­tis­ers in print news­pa­pers are re­tail­ers. Wes­farm­ers is No.1, us­ing news­pa­pers ad­ver­tis­ing to pro­mote brands such as Coles, Tar­get, K-mart, Liquor­land, Bun­nings.

Wool­worths is the sec­ond-high­est spend­ing re­tailer, ad­ver­tis­ing su­per­mar­kets, Cal­tex, Dan Mur­phy’s, Big W and Dick Smith brands.

Ms Gill says Wool­worths “be­lieves very strongly in print”.

The key sell­ing point to Wool­worths is en­gage­ment. Ms Gill says: “Wher­ever our cus­tomers are en­gag­ing with ed­i­to­rial, we like to be part of that. Whether that’s on tablets, phones, PCs or in the printed form, news­pa­pers are im­por­tant to our strat­egy”.

CEASA ad spend fig­ures pro­vide the most ac­cu­rate view of ad­ver­tis­ing spend in Aus­tralia.

That’s be­cause CEASA in­cludes di­rect ad spend from re­tail­ers as well as ad spend from me­dia buy­ers. The Stan­dard Me­dia In­dex (SMI), a pop­u­lar met­ric on news­pa­per ad­ver­tis­ing spend, in­cludes only spend by me­dia buy­ers, which is ap­prox­i­mately 40 per cent of the to­tal pic­ture.

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