Bunnings to end popular catalogue to embrace a fully digital shopping experience

Hardware giant Bunnings has become the latest retailer to bin its old-world paper catalogue historically stuffed into people’s mailboxes, to instead move to a fully digital offering.

Bunnings is pursuing a fully digital promotional and advertising strategy as more of its customers are choosing to seek project inspiration and product information online. Picture: AAP

Hardware giant Bunnings has become the latest retailer to bin its old-world paper catalogue historically stuffed into people’s mailboxes, to embrace a fully digital marketing offering covering mobile apps, emails and social media, as its customers increasingly shift to online shopping.

In late 2020, amid the heights of the Covid-19 pandemic, supermarket chain Coles decided to end its printed weekly specials catalogue as it embraced a fully digital future.

At a suppliers forum in July, Bunnings told its hardware, gardening and tools suppliers that it had been reviewing its digital capabilities to create better experiences for shoppers, as well as how to best show off the hardware chain’s latest products and project ideas.

In a follow-up letter to suppliers from Bunnings merchandise director Jen Tucker last week they were informed the fate of that paper catalogue had been sealed.

“Following this review, we’ve decided to move to a fully digital version of the catalogue in both Australia and New Zealand, which will kick off with a Christmas gift guide special ahead of the festive season.

Bunnings is moving to a digital first advertising and promotional strategy as it follows its shoppers online. Picture: AAP

“We are excited to be moving to this digital-only format which gives us the ability to reach more customers, provides an easier platform for customers to transact and can be evolved to meet the changing needs of our customers,” Ms Tucker said.

“The new format will also allow us to amplify and promote our catalogue in mediums where our customers increasingly spend time, including on social media and online as part of our digital advertising.”

Phil Wade, Bunnings director of marketing, told The Australian that the retailer was being led by the behaviours and preferences of its shoppers when it came to advertising material.

“We know more of our customers are choosing to seek project inspiration and product information online. As such, we recently reviewed our printed catalogue and, like many retailers, have now made the decision to move to a digital-only version.

“This allows us to share our catalogue directly in the places our customers are increasingly spending their time, including on social media and in conjunction with our digital advertising.”