LEAFLETS REMAIN AS POWERFUL AS EVER, REVEAL RECENT STUDIES

19 April 2017

One cannot argue with figures and these speak again in favour of promotional leaflets. In France alone, a whopping 80 percent of consumers get promotional flyers each week, while 70 percent claim to leaf through them. Whether in an old-time paper version or a digital format, leaflets do not seem to lose their consumer-pulling power.

According to a survey of 2,000 respondents by Ipsos, a traditional promotional leaflet remains a powerful tool in hands of retailers. Promotional leaflets keep us company at home where they are often perused during breaks between chores. 63 percent of French consumers flick through them in a living room to relax, while 32 percent dip into them in the kitchen. 25 percent of the respondents actually take the leaflet out of the house to share it with their friends, family and neighbours. It seems that promotional flyers are firmly rooted in our everyday reality.

In-store traffic instant booster

Promotional leaflet is a retailer’s best friend. Retailers are well aware of its ability to generate in-store traffic. Again, figures speak volumes: an impressive 81 percent of the survey’s respondents visit a store within three months of reading a promo leaflet. 76 percent of French consumers claim that promotional flyers help them better organize their shopping spree. On the occasion of their last purchase, 44 percent of those surveyed consulted their leaflet during a visit in a store. More importantly, 32 percent of respondents declared that a perusal of a paper leaflet inspired them to visit a store which they do not normally go to.

And the winner is…food sector

Food retailers lead the pack when it comes to popularity of their leaflets as French consumers seem to find promo flyers of grocery stores and markets most appealing of all sectors.

Paper promo leaflets distributed by food retailers are also most often associated by consumers with price discounts and good deals.

Going digital

Popularity of online versions of paper promo leaflets has been steadily growing, with 56 percent of respondents claiming that they have already clicked through digital versions of paper flyers. We can safely assume that some of them visited a brick-and-mortar store after having read a digital promo leaflet. To some extent, it also works the other way round as 33 percent of French consumers visit a store’s website following the perusal of its advertising leaflets.

Source: http://www.lsa-conso.fr