Supermarkets are gradually abandoning paper brochures. After Cora, it is E.Leclerc’s turn to announce the end of the distribution of these flyers for promotions and news. “Starting in September 2023, we will completely stop its distribution throughout France” and “all stores”, Michel-Édouard Leclerc confirmed this Monday morning in an interview with Parisianstating that this would save “50,000 tons of paper” every year.
You have to “convince” [les clients] what to stop the catalogs [signifie] it will not be done with commercial operations”, explains Michel-Édouard Leclerc. To compensate for the disappearance of the brochures, the E.Leclerc stores will rely on digital formats, in particular the application of the poster, the newsletters or even the social networks stores will also offer more promotions and events to attract customers.
“We wonder about the investment that this represents and the return efficiency that is very low,” said the head of the E.Leclerc stores in franceinfo. “If we can save that, both in financial terms and in the carbon footprint of our activities, I think we are making great progress.”
Heart of January 10, 2023
A big change for E.Leclerc, but also… a commercial advantage. The “Oui Pub” device is currently being tested in about fifteen municipalities (specifically, the catalogs are no longer distributed there). Brands perceived as cheaper by customers saw their attendance increase (+4.9%), compared to those perceived as more expensive (-2.6%), according to a first study by NielsenIQ, reports cast specialist Olivier Dauvers on his blog.
Last week, Cora was the first major distributor to announce that it would stop distributing flyers. The distributor will finish it on January 10 in all its stores, citing the savings of 15,500 tons of paper each year. Carrefour, for its part, has promised 80% of digital steering wheels by 2024, while Auchan and Super U are conducting tests in specific areas to assess the consequences of such a decision.
Source: BFM TV
