VALUE OF PAPER & PRINT

PATH TO PURCHASE

Understanding the customers’ path to purchase provides marketers and media buyers insight into

the customer’s purchasing journey. Which media is most useful to the customer when making

purchasing decisions? What media mix delivers the best sales outcome? Consideration to the

customer’s path to purchase provides valuable insight.

> 20% of Australians read paper catalogues as opposed to 11% reading online catalogues (VoPP, 2014).

> People love direct mail because 62% say it’s easier to refer to later, 47% think it’s often informative and 35% say it’s more relevant than other channels (Australia

Post, 2013).

> 73% of Australians agree that catalogues help them find a bargain and save money (ACA, 2009).

> Studies show that 67% of online search is driven by offline messages. Of this, 39% ultimately make a purchase (Plumtree Marketing, 2011).

> 22% of people who receive letterbox media tell their family about it, 24% visit a website, 44% visit a branch or store and 24% keep for later reference (Salmat,

2014).

FAST FACTS

67%of online researchis driven byOFFLINEmessages(Plumtree Marketing, 2011)

To find out more about the value of paper and print, download our white paper at kwikkopy.com.au/vopp, or contact your local centre.

kwikkopy.com.au