Even with all the hype around online shopping, pre-print circulars remain the heart of retailers’ relationships with customers and play a key role in an effective multi-channel strategy.
Lou Bart, SVP of Client Services at Schawk, part of our brand deployment group, shared six best practices in his BrandSquare Live Session – The Power of Circulars in a Multi-Channel World.
BUILD AND DESIGN WITH THE SHOPPER AT THE CENTER
Research is likening circulars to the physical shopping experience. Think like a shopper and guide them through your circular, as you might lead them through your store aisles. Shoppers expect retailers to provide them with the most important deals for a particular week.
MAKE IT EASY TO “SHOP”
Avoid overburdening customers with too much copy. Doing so blocks their ability to quickly understand which deals are most relevant to them. One way to make your promotions compelling and clear is to display tiered price levels.
TELL A STORY
Storytelling can focus on seasonal stories, savings stories and stories about new innovations. Customers expect retailers to tell them what’s new, what’s important and why they need to go to the store this week. They also expect ideas and excitement.
KEEP A CLEAN “STORE”
Density is certainly important for retailers to tell a story and develop their ROI, but balance is key. A messy circular often translates into the perception that you have a messy store that’s not structured around customers’ needs. Organize your selections and create relevant product groupings.
WRITE CLEAR & CONCISE COPY
This one goes a long way. Understand that people do not open circulars to read. Use minimal copy to get the point across and get customers interested and in your store. But do be sure about your savings and values.
USE SIMPLE, ATTENTION-GRABBING GRAPHICS
People expect hype in circulars and want a sense of excitement. Graphics should be strong yet simple while allowing sale price points and weekly deals to visually “pop” on your pages.
Watch Lou Bart’s BrandSquare webinar on The Power of Circulars in a Multi-Channel World on YouTube.