Grocery chains still finding value in print
Grocery retailers are still heavily invested in print products for sales, even at a time where retailers virtually everywhere else are focusing their budgets on mobile coupons and websites, according to coupon and circular insert producer Valassis.
Valassis polled over 50 national and independent grocery stores or chains to establish these results. Among the findings:
- 90% of grocery retailers use weekly circulars as their main promotional device
- 50% of retailers saw increases in sales from their circulars
- 25% saw increased customer retention from their circulars
Newspapers remain the most popular delivery method of their print platforms, followed by shared mail and then directed mail. All three print products led various digital models of promotion by large margins.
Digital media marketing is expanding for grocery stores, though – 66% of the stores polled said they expected to use more digital methods in the future.
Sources: MediaPost