Fight once morest waste: in 2023, gradually, all E.Leclerc stores in France will stop distributing leaflets in mailboxes. All will have changed on September 1, 2023, without waiting for the results of the “Oui Pub” experiments organized in several French regions.
It is a collective decision of the 550 members of our Leclerc cooperative. It will make it possible to avoid the use of 50,000 tonnes of paper (8 times the weight of the Eiffel Tower!) and to substantially improve E.Leclerc’s carbon footprint.
It is indeed a strong marker of the will of Leclerc members to opt for a more sustainable, more responsible and carbon-free economy. This initiative is at least as impactful as the elimination of disposable plastic bags, at Leclerc, 20 years before the law obliges us to do so.
Over the past 3 years, E.Leclerc stores have pioneered (in Luçon, Rambouillet, Annemasse, Libourne, Fécamp, Trélissac, Le Cannet, etc.) ways to do more promotions, but with less paper.
We have reduced the number of leaflet pages (25% less paper), we have increased the product visuals per page (8% less paper), we have undertaken to use paper made from wood and from responsible French forestry practices. We have reworked the communication with the inhabitants of our commercial areas, whether they are customers or not, by developing digital (catalogues, sites, chatbot, apps…) and in-store information… With success.
Other distributors (Intermarché, Hyper U, Casino, etc.) have also carried out tests, and several of their stores have taken the step of abolition. Sometimes on a large scale, like Carrefour and recently Cora. But the whole sector was waiting for Leclerc, as market leader and strong in its image, to announce the “big shift” and thus create for all the other traders the conditions for undistorted competition if they too stop the prospectus.
As you can imagine, there is a real commercial risk. Somewhat easily, commentators will say that with the increase in the price of paper, we no longer have a choice. Yes, maybe, but what regarding when the price will drop once more? And then everyone knows that in the eyes of part of the public, we associate the prospectus with the promotion. We will therefore have to convince the last irreducible fans of the prospectus and guarantee everyone the continuity of promotions, and invest to make prices and products visible, without stuffing the mailboxes, without this waste. You will have to invest a lot!
Stopping prospectuses is therefore first and foremost a way of completely rethinking the relationship with customers. It means putting each store or even each Internet site back at the heart of an information device that has been delegated too much to the national level, to the brand.
But it is also a major strategic issue if we want to ensure the sustainability of our brands. When I say strategy, I am not just referring to communication or . We are talking here regarding ecological commitment, a more virtuous economy, more concerned with the environment.
On fossil fuels, the carbon impact, relocation, CO2 emissions, alternative energies… For E.Leclerc, it is regarding demonstrating its commitment to the planet. We have opened all these sites and want to tick all the boxes. There is work, but all our members will put their heart into the work. To be continued !
