A recent article in Lebensmittel Zeitung shows how print is changing in retail and what role integrated communication solutions play today. We have summarized the most important findings for you.

Print is no longer what it used to be – and that is precisely where its strength lies. While the future of traditional advertising channels is still being discussed in many places, a clear trend is already emerging in the retail sector: communication today works above all when it is networked, and more and more companies are moving away from the classic mass brochure and focusing instead on data-based, targeted communication. Print is not being replaced, but rather further developed – into a precise, personalized communication tool. A key success factor here is the interplay between different channels. Digital and analog measures are no longer considered separately, but are strategically linked. This results in integrated campaigns that have an impact across multiple touchpoints.
The continued relevance of print is particularly evident in the area of dialog marketing. Personalized mailings continue to achieve high response rates and impress with their direct, tangible approach. In combination with data-driven processes, content can now be specifically tailored to target groups – at the right time and with a high level of relevance.
For companies, this means that communication is becoming more complex, but also more effective. The decisive factor is no longer the choice of a single channel, but the intelligent linking of all available options.
This development clearly shows that print will continue to play an important role in the future – not as an isolated medium, however, but as part of a holistic communication approach.

Click here for the full article from the Lebensmittelzeitung.