Print marketing continues to be a powerful tool for retailers.
When used as part of a holistic retail plan that includes digital integration, print offers distinct benefits that enhance the in-store customer experience, capture attention and reinforce brand messages in memorable ways.
In simplest terms, print still matters. A lot. Here’s why.
The power of print: tangible engagement
Print marketing provides a physical, even tactile experience that digital cannot replicate. The sight and touch experiences of print often make its messaging more memorable. It’s more than a passive scroll on a phone. In fact, it often rises above the digital noise and captures attention because its simplicity slows things down.
Shoppers can physically touch and engage with print materials, fostering a sense of straightforward purposefulness that digital messages often lack. For brands, this physical connection helps reinforce brand perception and memorability, especially as shoppers continue to engage with print items post-purchase, such as fliers, take-home catalogs or even receipts with targeted offers of future discounts.
While digital marketing offers a wealth of analytics, print can also be tracked through unique codes, coupons or surveys.
From high-quality brochures and lookbooks to product tags and in-store signage, print materials engage customers’ senses, making your brand feel more tangible and real than it is on a mobile phone.
Enhanced in-store customer journey, wayfinding
Strategically placed print materials in stores help guide the customer journey, ensuring shoppers easily navigate the space and find what they’re looking for.
Clear and visually appealing signage can guide customers and highlight promotions. Point-of-sale materials, such as display cards, shelf talkers and product brochures, can enhance the shopping experience and highlight key areas, product sections or promotional displays without overwhelming customers.
“...effective print signage... can play a crucial role in supporting wayfinding and ensuring a smooth shopping experience.”
Point-of-purchase fixtures and print displays, such as posters or endcap signage, influence purchasing decisions at the moment of consideration. These visual prompts can draw attention to new products, special offers or cross-sell opportunities, guiding customers toward specific choices. By being at the center of the shopping experience, print materials reinforce your brand’s message and support upselling efforts without an overflow of digital distractions.
Moreover, effective print signage, particularly in large branded environments that can potentially intimidate shoppers, can play a crucial role in supporting wayfinding and ensuring a smooth shopping experience.
Old-school engagement, personalization and localization
Many consumers, particularly Gen X and older, perceive printed materials as more credible and reliable than digital ads, which can often be viewed as fleeting or intrusive. Print, especially when thoughtfully designed and of high-quality, conveys trust and permanence.
Print marketing in retail allows for highly targeted engagement, especially with localized campaigns. Direct mailers or in-store print materials can be tailored to the needs and preferences of specific customer demographics, making the message feel personalized and relevant. For example, limited-edition product releases or event invitations can be effectively communicated through print, engaging customers who are skeptical of unsolicited digital communication — think of all those endless political texts and the valid paranoia of phishing schemes.
Retailers also can use print materials to tell a brand story in a more traditional fashion, communicating the brand’s origins and values. Or these materials can offer detailed content about specific products, thereby adding depth and authority to the retail experience. This trust building is particularly important for brands focusing on inspiring long-term loyalty rather than quick conversions.
You may have read about the unexpected return of retail catalogs, or how direct mailers were effective during the election season. While such old-school efforts likely are more worthwhile for certain brands than others, it’s important to regularly review and evaluate what works best for your customer base.
Print and digital as partners in marketing strategy
Innovation isn’t just about “what’s new.” It’s about always moving toward “what works better.” Whether that’s about seamlessly integrating print and digital efforts or understanding customers’ desire for simplicity or nostalgia, retail and other branded environments should lean into a variety of ways to engage and retain customers.
That’s why Miller Zell, amid our award-winning brand activations that weave print and high tech together and our app and QR code development client work, recently invested in a cutting-edge, small-format printer that produces high-quality output on just about any substrate and a high-speed rotary die cutter that provides precision for complex designs with multiple internal cutouts.
For us, print success requires the ability to say yes to any client request, including digital integration.
Rather than competing with digital efforts, print marketing serves as an effective complement, bridging online and offline experiences and creating a seamless, omnichannel journey that supports consistent messaging across platforms.
In a successful retail environment, print marketing works in harmony with digital to deliver a cohesive and memorable brand experience.
