How Print Advertising Boosts Retail Traffic and Revenue

Print advertising generates an average of 10% more traffic and 14% more turnover for exposed audiences, according to the second wave of the Worldpanel by Numerator study for Mediaposte. The research indicates these campaigns attract an average of 70,000 additional buyers per brand, with some campaigns peaking at 144,000.

How does print advertising impact buyer acquisition?

The Worldpanel by Numerator study shows a rise in the ability of print materials to attract new customers. On average, 26% of buyers generated by flyers had not visited the brand before, an increase from 17% recorded during the previous study wave.

Price remains a primary driver for these consumers. According to the study, 69% of buyers report that they often choose their products based on price.

Did You Know? 69% of buyers state they frequently make product choices based on price, according to the Worldpanel by Numerator study.

Why is print effective for customer loyalty?

Print advertising serves as a tool for retention, as 74% of the buyers generated were already customers of the brand. However, the study highlights a specific segment of “zappers” or occasional buyers.

Within the existing customer group, 64% are occasional shoppers who spend less than 30% of their total budget at the brand. The study analyzes print advertising as a key lever to reactivate these less loyal clients and capture a larger share of their wallet as consumers split purchases between more distributors.

Expert Insight: Samantha Carter notes that the high percentage of “zapper” customers suggests that print’s value lies less in initial discovery and more in the strategic reactivation of dormant users to increase wallet share.

Which demographics respond best to print?

The second wave of the study identifies a shift in which profiles are most reactive to print campaigns. Households over the age of 50 and households without children were the most activated groups.

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These two demographics represented 57% and 67% of the exposed consumers, respectively, according to the Worldpanel by Numerator data.

What may happen next for retailers?

Retailers could shift more resources toward print campaigns specifically targeting households without children and those over 50 to maximize response rates. Brands may also use price-focused print messaging to target the 69% of consumers who prioritize cost.

Companies are likely to focus on the “zapper” segment, as print could be a primary method to move occasional buyers into a more loyal spending bracket.

Frequently Asked Questions

What are the average traffic and revenue gains from effective print ads?
According to the study, they generate an average of 10% more traffic and 14% more turnover.

What percentage of buyers generated by print are new to a brand?
The second wave of the study found that 26% of generated buyers had not previously visited the brand.

Which age group is most reactive to these campaigns?
Households over 50 years old represented 57% of the exposed consumers who were activated.

Do you think print advertising remains a viable tool for reaching younger demographics, or is it now strictly a tool for older households?