As we recently explained, the digital transition has already happened – for consumers. What that means in the retail world is that brands and retailers need to catch-up.
That doesn’t mean just “catch-up” arbitrarily, nor does it mean purely in a digital sense. Rather, it means becoming more aligned to consumers’ habits. That means nothing should be off the table (provided consumers still want it) – including print.
As we’ve heard before, people are creatures – and consumers – of habit, but that tends to be forgotten as we discuss all things digital. The knock-on effect is that some brands and retailers tend to ignore traditional channels, going on the assumption that their consumers are also ignoring it.
Take a look around and you’ll be hard-pushed to see a wealth of “thought leadership” on print – because everything is digital, apparently.
Everything except consumers’ needs, that is.
Research commissioned by RR Donnelley has revealed that only 30% of retailers have replaced print with digital, or have plans to do so. In fact many who have done so have experienced a downturn in sales.