Woolworths stops printing weekly catalogues in certain areas

Woolies is trialling a major change to its catalogues in certain areas, despite another supermarket giant copping backlash for doing the same thing.

Woolworths has backflipped on a vow to retain its printed weekly catalogue by pushing the pause button on distributing the physical version in a “certain number of areas”.

Woolworths has kept relatively quiet about the change which comes less than six months after it announced it would continue to print catalogues into the “foreseeable future”.

That statement came as Coles copped a backlash when the supermarket giant announced it would stop printed catalogues in August last year.

Woolworths notifies customers in one Melbourne suburb that has stopped distributing printed version of their catalogue with an instore brochure. Picture: Darren Cartwright

A Woolworths representative told NCA NewsWire that they were putting printed catalogues into a 12 week hiatus in areas where their customers were digitally savvy.

“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,” he said

“Customers in these locations can still pick up a copy from their local store as well as viewing the catalogue online or via the Woolworths app.”

Woolworths catalogues to be paused in certain areas from this week but may return. Picture: Supplied

The representative repeated their statement in August that they would enhance their online catalogue as they tailor their approach to their digital customers.

“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,” they said.

“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.”

QUT Marketing and Public Relations professor Gary Mortimer said this could be the end of catalogues with junk mail to follow. Picture: Supplied

Retail expert Gary Mortimer said the days of printed catalogues were numbered and junk mail in general was also likely to suffer a slow death.

He said there was logic behind Woolworths’ trial.

“There is a massive cost involved in the production of paper-based catalogues, both economical and environment,” the Queensland University of Technology professor said.

“By simply understanding the proportion of consumers within a suburb that may be relying more on digital alternatives, supermarkets like Woolworths can easily run a customer-led trial, to see if paper-based catalogues are really needed.”