The New Rules for Luxury | Print as part of your recovery plan by Pureprint

“After experiencing a general downturn in print demand during lockdown, the business is now seeing an increased spend on print marketing. But this has not come as a surprise: rather than a ‘new rule for luxury’ – print is a tried and trusted medium that often sees a resurgence during challenging times.”

With the digital space at saturation point – how do luxury brands communicate effectively with customers who are (once again) largely staying at home? To find out, we spoke with Walpole Partner Pureprint who give their thoughts on why traditional, tried-and-tested methods are becoming increasingly important in this ‘post-Covid’ world.

As a carbon-neutral print and marketing business with customers made up from multiple sectors – from museums and galleries to luxury holiday resorts and retail brands – Pureprint began feeling the impact of COVID-19 in March. After experiencing a general downturn in print demand during lockdown with retailers not spending on their point of sale and brands reducing marketing spend, the business is now seeing an increased spend on print marketing. But this has not come as a surprise: rather than a ‘new rule for luxury’ – print is a tried and trusted medium that often sees a resurgence during challenging times.

One aspect of print that has seen sustained growth is direct mail, with retailers and brands keen to communicate with people in their own homes whilst the digital space is pretty saturated. Print has a real strength here especially for luxury brands – the fact that customers can hold the communication in their hands, feel it, store it, come back to it – gives it a level of credibility and believability that other channels can’t achieve. Recent research found that people value an item they can see AND touch 24% more than something they can only see.

Direct mail can influence how a recipient feels about the sender, with 38% of mail recipients saying that the physical properties of their post influences how they feel. The production values of a mail piece can reinforce brand values in a deep and intuitive way.

These benefits extend to a more measureable financial gain with compelling research showing direct mail’s effectiveness at grabbing consumer’s attention and driving to purchase – more than 92% of direct mail is opened and 48% of UK adults take action after receiving direct mail.

Pureprint keen to help our customers use this channel to maintain communication with valuable customers and continue the art of storytelling so important in a luxury business. From simple postcards and catalogues to drive sales or participation in an online event to luxury 3D mailers involving intricate materials and finishes, there are so many options to choose depending on what outcome you want to achieve and your ROI targets.

As a Walpole member already working with many Walpole brands, Pureprint is here to support you in your marketing efforts, with theirteam of print and direct mail experts hugely experienced in creating direct mail, brochures, luxury packaging or point of sale materials. To find out more, please do get in touch at walpole@pureprint.com.
pureprint.com

*Research and statistics taken from MarketReach studies www.marketreach.co.uk


For more insights on how luxury brands can reach the ‘post-pandemic’ luxury customer, Walpole’s Festival of Luxury Marketing is now available to watch on Catch Up.
5 Days, 15 Sessions, 46 Luxury Leaders, 500 Guests: Watch the Festival of Luxury Marketing on Catch Up now.