According to a new survey from Nielsen, more retailers in US believe print marketing is more important than digital, despite current trends showing a growing role for digital. The research shows that more than half of all U.S. shoppers still leverage print at least once a week to seek product and sales information. This is nearly 20 points higher than the next-closest digital touch point, emails.
And retailers know the circular is still very much alive. In fact, 68% said print is critical in their strategy, while only 8% said digital is critical. It’s important to note that print has a higher reach than digital, which means retailers will need to balance their strategies rather than simply abandon one for the other. Shopper engagement with product and sales circulars (mailed, in-store, newspaper) is significantly higher across all generations than digital—clear evidence that print is not going away.
