MARKETING FOCUS MOVING TARGETS MAKING THE MOST OF
Builders merchants, bathroom and kitchen providers and other home improvement specialists can use new print technology to massively increase their chance of customer spend.
W
hile research shows that a tangible product such as a brochure or a catalogue is favoured over online browsing
by people looking to make a substantial purchase, it needs to be targeted with the right message at the right time.
And now one of the UK’s top print companies is offering just that – an informed approach to customers which is delivered at the optimum time.
Precision Proco Group, which has sites in London, Sunderland, Sheffield and Nottingham, produces printed material for some of the biggest brands in the country.
And it uses a range of data, compiled and produced by top research organisations, to show clients exactly when is the best time to send out their physical marketing collateral. It is a truth, universally acknowledged, that much of the momentum in the domestic repair, maintance nad inmprovement sector – a builders merchant’s bread and butter market – is generated by housing transactions. One of Precision Proco’s most telling pieces of research
is aimed at the lucrative home movers market, with insights into where and when those moving homes will be looking to buy everything from new furniture to making alterations to their new house. And that allows merchants and retailers to use that information to send out their catalogues, leaflets or brochures to coincide with when the home owner is most likely to be interested.
Jon Bailey, chief operating officer says: “Our data shows how lucrative the homeowners market is. Each year in the UK approximately four million people move house and – apart from the property costs – they spend an enormous £12bn in the period of six month before the move and the year after.”
The information that Precision Proco can access reveal who is moving and when, the value of these properties, a profile of the home mover and their address.
This means that companies can target the information they send to suit the time when the new homeowner is most likely to need it. “We know exactly who the audience is and their likely purchasing decisions,” said Bailey.
“Which means we can inform customers the best time to send out details of their kitchens, bathrooms or the services or products they can offer.”
Research shows that bed and bathroom products are “bought almost instantly” where as outdoor products or services “are purchased at a later date.”
This invaluable insight, coupled with Precision Proco’s ability to produce “print on demand” means that canny companies can create a bespoke, personalised catalogue which will tick all the boxes for the potential customer. According to Helen Smith, marketing manager at Precision Proco, there has been a huge amount of growth in requests for printed products, even in the digital age.
“The fact is there seems to be a misconception that there is no need for print,” she says. “But the truth is that marketeers the world over are now recognising the fact that offline is the new online and that print is a trusted medium, as well as having longevity. “Print doesn’t replace digital marketing, it enhances it, driving people towards products and services.”
Research carried out by Royal Mail, revealed that 63% of people said they would rather browse through products in a catalogue, rather than in-store or online.
At the same time 65% of people reported that they enjoyed browsing catalogues in their own time, while 75% said that looking at catalogues gave them ideas for things to do or buy. “Rather than browse through hundreds of pages to find what they’re looking for, through print on demand it is easy to produce a smaller version – say for someone wanting to look at everything to do with kitchens or bathrooms,” Smith says.
“Then all the associated products can be in that particular catalogue which can be created in a really cost effective way.
“It allows businesses to create targeted and relevant printed products to engage with their customers.”
Research carried out by the DMA (Data & Marketing Association) also highlights that a large percentage of people trust information they read in a printed document rather than something they see online.
“In this world of fake news and social media people like the tangible benefits of something they can touch and interact with,” she adds. “They have more faith in it and a lot of high volume ecommerce clients are also recognising the fact that modern print technology closes the gap between offline and online. “Modern day print and the solutions it offers are a huge asset to any company which wants to put a shop window in their customers’ homes.” BMJ
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www.buildersmerchantsjournal.net March 2021
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