Aldi pips Coles and Woolworths as most read supermarket catalogue
Aldi now has the most-read supermarket catalogue in Australia, but Coles and Woolworths catalogues are better at converting readers into paying customers.
Roy Morgan research has shown that an average 5.1 million Australians aged 14 or over look at an Aldi catalogue each week.
Coles has 4.9 million weekly readers and and Woolworths has 4.8 million.
Coles and Woolworths are clear winners when it comes to readers actually purchasing advertised products. 52% of Woolworths catalogue reach leads to a sale, followed by 50% for Coles.
Aldi’s reader-to-shopper conversion rate is 38%.
“As well as groceries, Aldi also advertises a range of household, sporting and clothing items in ‘Special Buys’ catalogues and this no doubt plays a big part in its increasing readership,” says Roy Morgan CEO Michele Levine.
“Catalogue readers who don’t necessarily want to snap up a discounted television, garden shed, or snowboard may well be tempted by next week’s sheet set or bar fridge. Many bargain-hunters keep a close eye on catalogues, ready to pounce when the right deal comes along,” says Levine.
“Supermarkets and all catalogue advertisers need to pay close attention to how many people they reach, who and where those people are, and what share of the audience decides to make a purchase after reading,” says Levine.
Source: Roy Morgan Single Source, January 2013 to December 2016, average annual sample = 50,306 Australians aged 14+
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