Catalogues most useful in alcohol purchases

18 April, 2018 by Andy Young

A report from Roy Morgan has revealed that Australians find catalogues to be the most useful media when it comes to purchasing alcoholic beverages.

The report detailed that 38 per cent of those questioned said catalogues were the most useful media, ahead of internet search, with 22 per cent, other websites at 10 per cent, newspapers at 4.2 per cent, television at 3.4 per cent, magazines at 1.7 per cent, radio and the Yellow Pages in 2017.

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More women agreed catalogues were the media most useful for purchasing alcohol, with 43 per cent of women choosing catalogues compared to 34 per cent of men. Older age groups are also more likely to view catalogues as the most useful media for purchasing alcohol, with 47 per cent of 50-64 year olds and 41 per cent of 35-49 year olds choosing catalogues as the media most useful.

Michele Levine, Roy Morgan’s CEO said: “Catalogues are the media most useful when purchasing alcohol, with 38% of respondents in the Roy Morgan Single Source survey agreeing that they are the preferred media when making a decision about where to buy alcohol, far ahead Internet, as well as newspapers, television, magazines, radio, and the Yellow Pages.

“With alcoholic beverages featuring in both the large supermarket catalogues as well as the liquor stores, including Liquourland, BWS, and First Choice Liquor, the space is highly competitive when offering choices to consumers. Whether there are the lowest offers on beer, wine, cider, or spirits, or when supermarkets offer a frictionless option to purchase alcohol along with groceries, catalogues are the most useful when consumers shop around for alcohol.”

The report also found that Aldi is the most read catalogue in an average seven-day period across both liquor store and supermarket catalogues.

“Aldi has the most read catalogue in Australia, and in this highly competitive liquor market have gone on to win the Roy Morgan Customer Satisfaction Award for Liquor Store of the Year in 2017. Whether its access to award winning and well-priced wines, or streamlining between their liquor store and the supermarket, Aldi is one to watch out for in these increasingly competitive supermarket and liquor space,” Levine said.

She added: “The Alcohol Retail Currency Report contains a detailed overview of the alcohol retail market and consumer purchasing of packaged alcohol for off premise consumption in Australia today together with trended data for market size and share (in dollars), customer numbers and cross visitation at overall purchase channel types as well as looking in-depth at major supermarket retailers spanning five years. Nothing makes a more critical contribution to business decision making than a clear picture of your target market.”