StitcherAds and Flipp recently co-hosted a webinar: From Print to Digital: the Next Generation of the Circular. In addition to StitcherAds and Flipp, our panel of experts included Facebook, Ollie’s Bargain Outlet, and UMI-USA. The discussion revolved around various topics such as the history of the circular, why it’s time to adopt a digital strategy and the challenges of making the shift. Yet, the biggest takeaway from our panelists was the myriad of reasons retailers and grocers benefit from using the digital circular. We’ve outlined the top reasons presented on the panel here.
Top reasons to adopt a digital circular strategy:
- You’ll be able to target new and old customers like never before. Going digital gives your store the ability to target ads to people who may have not shopped with you before. Using first-party data in combination with third-party data, you can target prospects who you know will be your best customers based on interests and shopping trends. On the other side of things, the digital circular allows you to retarget the people who are regular customers. For example, if you know they ordered a new bed, it’s the perfect opportunity to re-engage them with an ad for new sheets. When you’re doing print, you have no ability to know if you’re hitting the right people with the right products.
- The speed and flexibility of the digital circular are unparalleled. In a year like 2020, stores with digital media were able to address changes due to the pandemic, storms, forest fires, and other outside factors. It’s the perfect medium to be able to communicate with customers in near real-time about things like store hours, new policies, or support for their customers.
- The digital circular allows for a level of personalization that print will never be able to truly reach. Using store data, a business can really understand who its buyer is. For example, if a grocery store knows their customer only buys organic produce or eats vegan, or even if they love certain brands of cereal–they can ensure that those items are the ones that customers are seeing in their ads. Big chains like Walmart and Amazon are the best at optimizing and personalizing ads to their customers. If retailers and grocers want to compete, they need to be using the same types of tools.
- Going digital is a great opportunity to align your whole team around your data. Being able to understand what data you have and how often it is refreshed will only help you sell smarter. Once you have that in place, your circular can be something that is fully dynamic and updated regularly with localized pricing. Stay tuned for our next blog where we’ll outline steps you can take to get started with digital circulars.
These are just a few of the insights shared in the panel. If you want to check out the full discussion you can watch the webinar recording here. Even better, let’s talk. We can get you started with delivering personalized social circular ads. Just request a demo.