Digital catalogues drive Australian shoppers’ store choices

New research conducted by Shopfully and NielsenIQ indicates that digital catalogues are playing a significant role in shaping the shopping habits of Australian consumers and influencing the stores they choose to visit.

Changing habits

According to the survey of 1,000 Australian shoppers, 98% continue to make purchases in physical retail environments, with only 2% identifying as online-only shoppers. This highlights that, despite increasing digital engagement, in-store retail remains the dominant channel for most Australians.

The way Australians plan their shopping trips, however, is undergoing notable change. The research reveals that while 81% of shoppers begin their journey with an online search, catalogues-especially digital versions-are becoming a key resource. Thirty-seven percent of respondents said they use catalogues to plan and prepare for shopping, marking a clear shift in consumer planning strategies.

Role of catalogues

Among those who browse catalogues, the survey suggests motivations are largely practical. Sixty percent cite searching for promotions and deals as their main reason. Meanwhile, 45% turn to catalogues to plan which stores to visit, and 43% use them for organising their shopping lists. This data points to a continued relevance for catalogues as tools that help shoppers feel organised and well-prepared prior to entering a store.

Digital catalogue growth

The report finds that digital catalogues are increasingly preferred over traditional print versions. Currently, 44% of surveyed consumers say they prefer digital catalogues, compared to paper, due to factors such as convenience, accessibility, and the availability of richer content. The frequency of use is also rising, with 39% of shoppers indicating that they have increased their use of digital catalogues in the past year. Of these, 89% expect to maintain this habit going forward.

Engagement metrics reflect this shift as well. On average, Australians now engage with digital catalogues 2.9 times per week, a 38% increase since 2023. Time spent browsing digital catalogues averages 9.4 minutes per session, slightly above the 8.9 minutes for paper catalogues.

"What we're seeing is a clear behavioural shift in how Australians shop," said Brendan Straw, Country Manager for Shopfully Australia. "Digital catalogues aren't just replacing their paper predecessors; they're directly influencing the purchasing journey."

Data from the study demonstrates that 71% of consumers report either "always" or "sometimes" using a digital catalogue to help inform their purchasing decisions, compared with 60% for printed catalogues. This difference is notable across several retail segments, including grocery, department stores, electronics, and health and beauty, where planning and promotional offers are significant considerations for shoppers.

Impact on store visits

Shopfully and NielsenIQ found that the use of catalogues is also affecting in-store foot traffic. Forty-nine percent of shoppers report using catalogues-digital or print-to determine which stores to visit. The evidence suggests that catalogues have evolved from passive promotional items to active influences on consumer behaviour and store visitation rates.

"Catalogues, particularly digital ones, are no longer just promotional materials; they're strategic marketing tools in today's retail landscape," said Straw. "Shoppers are using them to plan ahead, seek out value, and choose where to shop. For retailers, this means catalogue inclusion in the digital marketing mix isn't optional, but essential for driving footfall, influencing purchasing, and staying front-of-mind in an increasingly competitive market."

Certain retail categories are seeing more pronounced effects. The survey points to noticeable impacts within groceries, electronics, department stores, and health and beauty, as these segments often rely heavily on promotions and forward planning to drive both store traffic and sales conversions.

Continued relevance

The findings from the recent survey indicate that despite Australia's growing engagement with digital platforms, the physical store remains highly relevant. However, the routes Australians take to reach these stores, and the tools they use to shape their purchasing decisions, are evolving. Digital catalogues are emerging as a preferred source of inspiration and information, with wider implications for marketing strategies and retail operations in the country.