The beginning of the year, and the post-Christmas belt-tightening, translates into tight budget control for many consumers. The time has come to save, and this is reflected in the behaviour of users. The big question many retailers are asking themselves in the current situation is: “How can I encourage consumption?”.
Online mailshot as part of the marketing plan
According to various studies, the traditional mailshot is the advertising channel with greatest brand memory in the market. Today, the consumer is more and more accustomed to consuming digital content. In fact, 80% of consumers find out about promotions through online sources. Adapting to this digital change is essential if retailers want to continue connecting consumers with their offers.
The new challenges: digitization, sustainability and effectiveness
In recent years, awareness of the climate change challenge, the digitization of society and the impact of business activity on the environment have prompted many companies to adopt a more responsible marketing plan, with the total or partial abandonment of brochures in paper format. This is the case of Ikea, which recently announced plans to cease the production of its famous printed catalogue in 2022.
In addition, technologies such as geotracking or instant messaging, such as WhatsApp, are bringing the consumer closer to retailers. This allows retailers to offer more personalized and omnichannel shopping experiences, at the same time offering greater traceability based on real-time performance measurement related to the marketing being carried out (traffic to stores, frequency of visits, influx, uplift) and consequently the effectiveness of that marketing.
The search for offers has increased by 132%
South African consumers are orientated towards saving money at the start of this year. Tiendeo.co.za, the leading platform for geolocated offers and catalogues, has detected that consumers’ search for offers increased by 132% compared to data from January 2020.
Among the categories that generate the most interest among consumers we find: Garden & DIY, with 50%, followed by Home & Furniture, with 28% and Books & Stationery with 8%.
Undoubtedly, offers and promotions are one of the strategies most frequently used by retailers at the beginning of the year, with the aim of reactivating the consumption of families as belts are tightened in January 2021.