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BizReport : Ecommerce archives : October 16, 2014

Shift: More circulars being read online than off

The online space has changed a lot from how we watch television and get our news to how we stay in touch with distant friends and family. Now there is another change: new data out from Retale an Placed shows more ad circulars are being read in digital formats.

by Kristina Knight

Retale and Placed have revealed results from their recent study showing more than half (56%) of cicular views are coming from digital formats now; researchers also found most (82%) shoppers say they use circulars to plan shopping trips. Some more interesting takeaways from the report include;

• 74% of mobile users say they've read retail circulars within the last 30 days
• 50% say they view circulars via mobile app
• 23% say they 'prefer' print circulars

"For the savvy retail marketing executive this is very good news: a familiar ad format, well known for driving in-store traffic, is now also increasingly being consumed across digital channels," said Retale President Pat Dermody.

To that end Retale and Placed are partnering for a platform that will give retailers the ability to measure store visits that began through a shoppers reading of a store circular. The visits will be monitored from consumers' use of the Retale circular aggregating app.

"The ability to measure online behaviors and map them to offline actions is changing the way retail attributes value to digital," said David Shim, Founder and CEO at Placed. "The partnership between Retale and Placed enables retailers to quantify the true value of circulars - in-store visits."

Tags: circular advertising, mobile marketing, Placed, retail circulars, Retale

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