The DMA Response Rate Report mentions some very interesting numbers. For instance, 69% of catalogues were opened and read with an average reading time spent of 30 minutes.
Zooming in on US Millennials, 40% of the 39 mio who received a catalogue bought more from a printed catalogue (QuadGraphics). Xerox and InfoTrends compared customising the catalogue with the name of the receiver on the cover. The results were much better than expected: the value of an order increased with 51% compared to a generic catalogue.
When Boden, a UK catalogue selling company personalised the cover of its catalogue they achieved a 30% uplift of response rates and the campaign ROI was higher than the generic catalogue.
Publishers also use personalisation to address their readers and to regionalise advertising. For instance, Auto-Bild, an important car magazine in Germany, has an additional cover on which the reader (subscriber) is welcomed personally – this cover can differ from neighbouring subscriber to give the reader a truly unique experience. Auto-Bild also use personalisation to invite readers also to selected car dealerships in the region they live.
However, personalisation comes at a cost, especially when historic customer data is being used. Data management and print cost tends to increase the cost of a publication. Examples from the event in Zurich presented that, a cost increase of 25% would increase conversion rates much as 300%.
Smartalog, a French company that developed an award-winning publication tool, estimates that companies using personalised recommendations in their catalogues increase their turnover with an average of 14%. They have developed a very simple tool for brand owners to quickly create a catalogue for online or offline use.
Retailers can even go much further with personalisation. We’ve seen this in Belgium with a retailer that increased overall turnover with 6% thanks to the use of special promotions based upon the historic buying behaviour.