Retailers look to print and digital newspapers to reach shoppers
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.