Woolworths in print for “foreseeable future”

Woolworths has hit the pause button on the delivery of its weekly printed catalogue, printed and distributed by Ovato, in select areas as it explores the use of its digital catalogue options.

A spokesperson for Woolworths says while a trial halt on the printed product in certain areas is now in force, the retailer will continue to offer the printed catalogue for the “foreseeable future”.

Ovato Chief Sales Officer, Brendan Straw, said Ovato is using its data analytics capabilities to work with the retailer to ensure catalogues continue to land in the geographical zones that drive the highest return.

Ovato Chief Sales Officer Brendan Straw

“The Ovato team continue to work closely with Woolworths Supermarkets to optimise their catalogue programme based on data showing where the medium drives a return,” Straw said.

“While there have been some reductions on a trial basis, Woolworths remain committed to the channel and continue to produce more than 5.5M catalogues each week.

Woolworths says accessing value and specials is of high importance to customers, now more than ever, and as a result the retailer is wanting to trial the use of its website and app as a way to meet the needs of shoppers.

“We know how important value and specials are to our customers right now,” the spokesperson told Sprinter

“As more of our customers turn to our website and app to shop, we’re trialling a pause on the delivery of our weekly printed catalogue in a select number of areas where our digital catalogue has proved most popular.

The spokesperson customers in the locations which would no longer receive the catalogue will still be able to pick up a copy of the printed product at their local store or view it online or via the Woolworths app.

“Featuring more specials than the print version and a bigger focus on meal planning and recipe ideas, we’re delighted with the way customers have responded to our enhanced digital catalogue. 

We’ll continue to offer our printed catalogue alongside our digital version for the foreseeable future, so our customers can access it in the way that works best for them.

As always, we’ll listen to our customers and tailor our approach in line with their evolving needs.

The news comes after Woolworths rival, Coles, stopped printing its catalogue in high volumes, through IVE Group, in August last year.

At the time, IVE Group executive chairman Geoff Selig said this decision would hit IVE’s bottom line by between $35 and $40 million.

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