Apps and digital communication have fundamentally changed how we engage with our favourite brands—while for brands, they’ve eliminated geographic barriers and time-zone constraints, providing consumers with new ways to interact and connect, often through useful tools that enhance their day-to-day lives.
We can see examples of this in the grocery sector. IGA, for instance, recently announced a new meal planner addition to its existing app. Called ‘Tada!,’ the tool offers weekly recipe suggestions according to a users’ specified dietary preference, cost, and preparation time, using ingredients featured in that week’s flyer. The app also provides an auto-generated grocery list based on selected recipes, along with integrated pickup and delivery—all offering users something valuable in exchange for their attention.
There’s no denying the value of this kind of innovation. At the same time, brands need to keep in mind that, in addition to the fact that too many apps cause digital fatigue (especially now in the wake of Covid), digital is most successful when integrated with other channels like print. Canada Post research has found that:
- Direct mail and email together garner 39% more interest than email-only campaigns
- 53% of people are more likely to read paper-based mail than email
And a study commissioned by a journalism-based organization has found that:
- Branding is 107% stronger in print advertising compared with digital advertising
- Ad recall is 2.6 times higher for print ads vs. digital
- People are 190% more like to say a print ad is interesting
Clearly, while the speed and convenience of digital are indisputable, print continues to pack a punch, and brands are missing out if they don’t factor it into their campaign strategies.
That means, for instance:
- Strategically placing in-store signage—at POS, at shelf—that promotes the digital and brings it to life
- Supporting an online launch with an attention-grabbing postcard or wallet card that customers can grab at checkout
- A thank-you loyalty card that customers receive in the mail—something “real” that says “you really matter to us”
Digital is fast, mobile, interactive. Print makes it more memorable and real.