Retail merchants are increasingly going digital, offering mobile applications, internet stores and other amenities to consumers who would rather shop online than in-store. The same is true of digital circulars, which can be made available to consumers online or through mobile devices.

That said, traditional print circulars aren't going extinct anytime soon, Retailing Today claims. There are a number of technical barriers, such as having to actually own a tablet or smartphone, that will ensure print circulars retain some use.

"Because of print circulars' overall ease of use for consumers, it still reigns as an effective marketing tool for retailers," the news source adds. "Poring through inserts in the Sunday paper and in-store to find coupons and deals are still part of the shopping ritual ingrained into the consumer psyche over generations."

However, Millennial shoppers – 20- to 30-something-year-olds that are typically on the cutting-edge of new technology – may be more inclined to use digital circulars. In that regard, it's paramount that retailers think of their target audience when creating circulars.

A recent report from Market Track highlights the continued use of print circulars, with distribution and page count up in April.

This entry was posted by Retail Pro on Friday, May 25th, 2012 at 9:45 am .