Shop A Docket moves to monthly schedule boosting timeliness
Shop A Docket will switch its metro advertising media schedule from a six-week cycle to monthly distributions in the hope of giving consumers greater access to a wide range of offers. The shift in timings will also allow advertisers to vary their offers more frequently.
National sales manager of Shop A Docket, Tim Wingrove, explains the current six-week cycle for advertising in metropolitan regions has “outlasted its use-by-date”, been “complicated and confusing for advertisers and consumers”, and failed to “match up with standard industry advertising practices”.
The first monthly offers will be introduced to Coles, Woolworths, Big W, Target, Kmart, Bi-Lo, IGA stores and online on 1 April.
“This is one of the most significant changes in Shop A Docket’s 25-year history,” says Wingrove. “Logistically it means an additional three print runs a year, and the added transportation and delivery of thousands of rolls to supermarkets and variety stores across the country.”
Benefits for advertisers include shorter lead time to market, the ability to change offers more frequently, and prepare advertising campaigns around seasonal aspects of their business. Yet according to Wingrove, those who will capitalise most will be consumers.
“The major winners will be consumers, who will start to see more offers on their shopping receipts and online, more often,” informs Wingrove.
With the current national offer count approaching the 3000 mark, and with Shop A Docket’s business model continually evolving, predominantly in regard to promoting advertisers through digital campaign, Wingrove embraces the changing of the guard.
“Our success has been built around the printed medium, but in the next few months we’ll be announcing some exciting changes to our online marketing initiatives that will really change the face of Shop A Docket,” he says.