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Retailers launch mags to boost customer loyalty

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By Mark Davidson

Boden, the online clothes shop and mail order catalogue, has appointed Sunday Publishing to produce its customer communications material.

This appointment comes days after Vodafone UK announced that Sunday would be creating its consumer, business and dealer magazines.

Sunday, which won Publishing Agency of the Year in 2009, said it will “break a number of magazine conventions” to help boost customer loyalty at its new retail partners.

It also announced that it aims to draw on social media to give both companies a fresh approach in the consumer magazine market in order to drive sales at both firms.

Toby Smeeton, Sunday’s Managing Director, explained: “We are delighted to be involved with the continuing success of Vodafone UK.

“These launches demonstrate our strength as providers of engaging and relevant content both in the consumer, business and channel markets. 2011 could not be off to a better start.”

Last summer, data released by the Audit Bureau of Circulation showed that several in-house retail publications made it into the top ten of customer publishing magazines, proving there is marketplace for this material.

Tesco boasted circulation figures of nearly two million for its mag, while Morrisons experienced a circulation rise of 10.2 per cent.

Commenting at the time, Consulting Director for Verdict Research Neil Saunders said: “Magazines do have to be compelling and relevant as the market is already crowded with publications.”

Published on Wednesday 26 January by Editorial Assistant

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