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Print still a critical part of retailers' advertising mix - European research

June 12 2025 By Spark Media print advertising, retail marketing, consumer behaviour, advertising research, promotional flyers, digital vs print, retail trends, marketing strategy, shopper insights, advertising mix, south african retail, international case studies, caxton roots, grocery marketing, flyer effectiveness

With more South African consumers getting online via smartphones, and digital advertising increasing in response, brands often question the relevance of print advertising. Growing bodies of research point to the fact that print ads are still a vital part of the advertising mix, especially for retailers, where recent European research showed that removing printed retail catalogues had a detrimental impact on consumer store visits. The research too...