According to a study by NielsenIQ in December 2022, one in three French people say they shop using the leaflets they receive at home.
However, several food retail groups have announced that they will stop distributing paper leaflets either completely or partially by 2023, including the E. Leclerc group, Cora supermarkets, Intermarché and Carrefour. The Casino group, Franprix and Monoprix stopped distributing them several years ago…
Several factors explain this disenchantment. The first is inflation in the cost of paper. Michel-Edouard Leclerc, chairman of the strategic committee of E. Leclerc stores, mentioned a “40% increase in two years”.
Secondly, “the environmental awareness of consumers” is prompting retailers to reduce their use of paper. Every year in France, more than 800,000 tonnes of leaflets are distributed, 40% of which end up in the bin, according to Ademe, the French Environment and Energy Management Agency.
Finally, social demands relating to “stop pub” [no to advertising flyers] and “oui pub” are also beginning to show that few people wish to receive paper leaflets.
However, removing printed advertising is “a real business risk” for retailers. Also, according to a study by NielsenIQ, 31% of French people said in December that they did their shopping based on the leaflets they received at home.
How can the remaining die-hard fans of the leaflet be convinced and ensure that the special offers continue for them? By investing in making prices and products visible.
But investing in what? Most likely in a mix of media where online advertising is very important because it is extremely effective. NielsenIQ calculates an 8% increase in sales among customers targeted by a customised special offer. Therefore, the bulk of the huge budgets for printing and distributing leaflets should be spent on online advertising in the future. But not on just any type. Not the kind that constantly bombards customers with information to gain visibility. Not the kind that costs just a few cents and promises great things…
Furthermore, digital advertising is far from being carbon neutral. It must also be planned with intelligence and expertise in order to reach specific, quality targets in an extremely accurate and relevant way so as to avoid wastage and over-distribution.
This is exactly what Proxistore offers through its geolocation technology and its holistic vision of local digital display. Carefully considered and conscientious distribution where every display counts. Do you want to talk about it?