January 12, 2018
One old-school retailing trick has survived the e-commerce shakeout—the lowly advertising circular.
Some grocers and other retail chains have learned they risk losing business without a steady flow of paper mailings nudging shoppers to stores. Even online startups that don’t have physical shops are embracing the idea.
Paper ads that arrive in homes spur more buying than emails or texts, said Jackson Jeyanayagam, chief marketing officer of Boxed.com, an online seller of household goods. “Email is starting to become a sandbox because you get so much,” Mr. Jeyanayagam said. Boxed spent 80% more on print advertising in 2017 compared with 2016 and says it now makes up about 12% of the marketing budget.
Most retailers still see digital advertising as a growing focus of their spending, and many continue to cut back on traditional print ads as well as mailers. But more are also experimenting with new ways to send out deals on paper, sometimes mining online behavior or databases of shopper trends to improve their so-called junk mail.
Full article: WSJ ###
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