Print: The Smart Move for Retail Media📰

Door drops have evolved into a strategic, trackable tool that complements retail media and helps entrepreneurial brands stand out in crowded digital spaces, Merryana Khalife, our Client Manager at The Specialist Works dives in.

What’s Happening?

Retail media is the new kid on the block 🧠🛍️. It’s making headlines like programmatic once did. Brands are moving fast to capitalise on what seems like a fresh opportunity - but not everything new is necessarily better ⚠️.

Global investment is soaring 📈 and AI is reshaping how consumers are targeted 🤖. 2025 could be the breakout year for retail media networks (RMNs), but there's a risk of tunnel vision. Trusted, high-performing channels are being side lined in the scramble to chase the next big thing.

✉️ Print Media Is Back – and Smarter Than Ever

In a landscape of digital fatigue and banner blindness 😵‍💫, marketers are shifting focus from empty impressions to true attention. Door drops, often overlooked, are outperforming expectations.

Don’t just take our word for it, even viral TikTok account CMO Circle has picked up on this, with door drops being CMOs in recent interview as the most untapped channel right now.

They land directly into households with a physical presence that’s hard to ignore. They stick around longer than most digital ads and convert: Majestic Wine saw a 48.7:1 ROI 📊🍷.

This isn’t about nostalgia. It’s about smart integration. Modern door drops now feature QR codes, personalised URLs, and NFC tags - bridging the gap between offline and online, and slotting easily into omnichannel retail strategies 🔗.

📌 Why This Matters For You?

Entrepreneurial brands often can’t win with spend - but they can win with strategy. Door drops offer:

• Hyper-local targeting, so you reach the right areas without waste

• Seamless integration with AI-powered personalisation

• A physical trigger that can boost both store footfall and digital engagement

According to JICMAIL’sQ1 2025 webinar, mail is a super touchpoint 📫. It plays a full-funnel role – from acquisition to retention. 📈 Mail read rates are up 76% year-on-year, and 16% of mail prompts a conversation 🗣️🗣️. Engagement across reach, frequency and attention is also climbing.

A Counterweight to Crowded Retail Networks

Retailers like Tesco, Boots and Sainsbury’s have been steadily growing in confidence when it comes to their media offerings 📡. But as digital space gets crowded and CPCs rise, marketers need a more balanced strategy.

Door drops offer a trusted, tactile and trackable format that fills the gaps that digital can’t.

And then there’s the trust factor too… a Two Sides survey found 70% of consumers trust print more than online ads. That’s not just a halo effect - that’s fuel for results.

🔄 What’s Our Specialist Take?

Use print to drive digital action. Door drops don’t compete with digital - they complete it:

• Pair them with your retail media campaigns

• Build unified, consistent messaging across format

• Turn physical print into a gateway to digital commerce

🤝 Built For Brands That Think Differently

At The Specialist Works, we’re designed for entrepreneurial brands - the ones who don’t have the luxury of following trends. You need to out think, outsmart and out-deliver 🧠

Door drops are under-used by competitors, proven to deliver real ROI and ultimately an opportunity to steal share of voice while others zig.

✅ The brands that integrate print and digital will be the ones that win in 2025.

Door drops aren’t old-school - they’re your next smart move 💡.

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That’s it for this edition of The Specialist View. We’ll be back soon with more sharp thinking, fresh perspectives, and the kind of media intelligence that helps entrepreneurial marketers turn ambition into action – and impact. Because specialist work is what we do – and as a proudly independent media agency, we’re equally proud of the passionate specialists behind it. Their curiosity, craft and commitment drive everything we deliver, from smarter strategies to standout results. It’s this depth of expertise and energy that sets us apart – helping our clients move faster, think bigger, and demand more from their media.