Paper is becoming scarce, electricity expensive - and at the same time the number of print publications is declining. Retailers are feeling the effects of this in many areas, including advertising. Hardly any media topic is currently undergoing as much change as offer communication. Whereas a few years ago all the necessary communicative tasks - from generating new customers to securing frequency - could almost be solved with just a single medium, the steady erosion and cost of brochures and inserts now require a rapid rethink.
Advertising must go to the consumer - not consumer to the advertising
Addressing consumers through proprietary CRM programs, apps and brochure platforms alone will not be enough to win new customers and increase market share. The push-and-pull effect of brochures for actively addressing and activating new and existing customers can only be absorbed with the help of 360° communication. It is not individual forms of advertising that will dominate, but a targeted and much stronger dovetailing of online and offline, of paid, owned and earned channels for content that will become the success criterion for sales and sustainable growth.
This includes not only the complete range of all media types, but also the store itself. The "point of sale" must become a regional "point of interest" or "point of communication" where end consumers are informed about products, prices, offers and services, and where retailers and companies can realize additional revenue models. To be able to build up sufficient advertising pressure at short notice and locally, geointelligence also comes into play. In addition, retailers and companies can use accompanying social media channels to build loyalty among the relevant target groups and end consumers. New offer formats such as social commerce, influencer marketing, and live streaming reach younger shoppers in particular.
The transformation of offer communication requires retail expertise, impact orientation, innovative ways, integrated working across all channels, deep consumer understanding, creative solutions, geo-intelligence, and technological excellence.