Sunday, January 27, 2013

The Evolving Circular

As digital circulars continue to evolve, Safeway president of marketing Mike Minasi cautions marketers to not get ahead of themselves – nor their shoppers. 

Digital has not fully “arrived,” he says, and print circulars have not gone away, even though some marketers seem to want the transition to happen more quickly.

According to a supermarket media usage study released by Valassis in April 2012, 87% of retailers said print media was the best way to achieve weekly sales goals five years ago, while 75% said print is the best channel today.  

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