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These are just some of the household names that have ceased their long print runs in favour of alternative communication methods.

Not choosing print as part of a customer communications strategy can have a dramatic effect on retail sales. Retail research institute IFH Cologne found that when German retailers Rewe and Obi stopped production of their brochures 52% of customers missed the printed advertising and almost one in two bought less as a result.

The lost long-term sales potential is significant when the institute also reported that 79% of German consumers read printed brochures once a week or more often.

Print engages

Printed catalogues drive engagement and sales. They turn browsers into buyers according to Marketreach figures - 76% of consumers said catalogues give them ideas of what to buy while 55% made a purchase based on catalogue content.

They also encourage digital interactions – particularly for younger consumers as Keypoint Intelligence found.

It highlighted that recognising the nuances of various age groups can play an important role in fostering connections and delivering better results.  Actively addressing them increases loyalty.

While all age groups responded positively to direct mail, 70% of respondents aged 18-26 reported that they were more likely to open e-mails from a brand if they had previously received direct mail from that brand. This compares to only 45% among consumers over age 68.The ability for print and digital to work together to create more meaningful, memorable, and actionable, communications can be further enhanced with interactive elements such as QR codes that promote online interactivity. For example, when information is regularly updated, or specific instructions are necessary, or personalised content is created.

Everyday uses include:

  • Interactive product packaging linking to videos, tutorials, or interactive games related to the product. 
  • Restaurant menus providingaccess to special offers, order placement and bill payment. 
  • Retail displays directing consumers toonline product pages, reviews, or customer testimonials. 
  • Educational materials withtextbooks or educational resources connecting to supplementary videos, online quizzes, or interactive exercises.

Interesting too, was that over half of all respondents agreed that catalogues still shaped their perception of brands - underscoring the effectiveness of well-crafted printed materials in driving engagement. Significantly, the youngest consumers were especially likely to report that catalogues made them feel more connected to a brand.Avoiding generational stereotypes can open up opportunities according to multinational market research and consultancy firm Ipsos’s latest whitepaper Generational Marketing: Breaking free from stereotypes.

It identifies four strategies for building stronger consumer connections:

  1. Focus on context and culture - Understanding consumers through life events, such as moving or becoming a parent, helps predict future needs and tailor offerings more effectively. It’s about recognizing values, behaviours, and decision-making across all age groups.
  2. Rethink generational labels - Not all older consumers fit the same mould and four segments were defined as Simple Contentment preferring a minimalist lifestyle, Strivers driven by material goals, Strugglers shaped by stress and Chill Indulgence those who buy only what they need and are unconcerned by appearances. Younger generations, particularly Millennials and Gen Z, are more inclined to support brands that align with their values and demonstrate social responsibility, even if it costs more.
  3. Find common ground across ages - Quality products at fair prices remain top priorities for most - eight or nine out of ten - consumers, regardless of age. While younger shoppers care about purpose and climate issues, older ones are more likely to act on environmental concerns.
  4. Lead with empathy - Empathy is a vital element in modern brand strategy. Those that show they understand people’s needs and priorities build stronger emotional connections, drive loyalty, and grow across generations.

Power of personalisation

All of these can be empowered by hyper personalisation which is proven to motivate repeat purchasing. And those that do this well can generate up to 40% more revenue.

Real time information such as customer data, purchase history, and location, content and recommendations, can be highly customised to foster deeper engagement. It allows businesses to target potential customers more precisely, reducing marketing spend waste.

This is a sweet spot for digitally printed catalogues according to Smither’s The Future of Digital Printing to 2035.  In predicting the global market will grow from $707 million in 2025 to $854 million in 2035, it said shorter run, high value catalogues that are tailored to different customer segments lead to increased follow-on sales. Often containing special offers that can be redeemed online or in store they can be used in conjunction with other marketing strategies, such as online campaigns.The responsive production of short run brochures and catalogues that include dynamic content is made possible with Konica Minolta’s AccurioJet digital inkjet press series. Its expanded print job applications, reduced downtime, and greater flexibility, elevates productivity, enables project diversity and help increases revenue streams.

Talk to us and discover how more about how to successfully engage consumers of all ages with relevant and persuasive content that makes a connection and encourages action.

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