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Direct Marketing
Criticality of Printed Information in the Retail Industry
The Electronic Document Systems Foundation (EDSF) in collaboration with Gartner Inc. and George Mason University
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Print is an important part of the retail communication process. |
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Date: September 2006
Authors:
Pete Basiliere (Gartner) and Kumar Mehta, PhD, (George Mason University)
Type of Promotional Material/Activity Tested:
Printed promotional material in the retail sector.
Sample Population:
Ninety respondents from a starting sample of 327 retailers, who held the job title of supervisor, or above. Respondents represent a company size of 5,000 or more employees with revenues exceeding $100 million.
Metrics:
Survey of retail store managers’ attitudes towards the value, use, and future of printed promotional material (e.g., direct mail, catalogs, and in-store signage).
Top Line Results:
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The use of print for periodic promotions dominates all other promotion methods, followed by strong showings for direct mail and print coupons. Of note, the use of Internet-based promotions and coupons exceeds print catalog use.
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Percentage of Respondents Using These Promotional Materials
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Periodic Print Promotions
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98% |
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Direct Mail
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76% |
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Print Coupons
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71% |
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Internet Promotions and Coupons
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56% |
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Print Catalogs
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51% |
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The leading use of in-store signage is for general pricing, followed by special advertising campaigns, promotional offers, and company branding.
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Though 37% of managers report using electronic signage in-store, and more than half of those respondents expect electronic signage use to increase in the future, print signage remains dominant. Close to 90% of store managers expect the use of print signage to stay the same or increase.
Take Away:
Print is an important part of the retail communication process.
Complexity rating: 1
(Complex statistical analysis scale: 1= none, 2= moderate, 3 = difficult)
Link to Criticality of Printed Information in the Retail Industry at EDSF |
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