2023-11-11 05:00:00
It is a leaflet to which the Belgian has always been very attached: the leaflet. You may still receive some in your mailbox. However, it risks disappearing in the coming years. The supermarket chains have in any case already reduced these publications, to focus on digital.
In several supermarket chains, customers are warned of the gradual disappearance of leaflets. Indeed, the move to digital is encouraged. But this does not particularly appeal to all customers. “I like being able to spread them out, and see everything, said a customer. I have a smartphone, but I prefer to leaf through the leaflet.” “I receive them and I cut out the offers that are there”, said another. “Me, if there are no more leaflets, I will no longer come to this store“, says another customer.
These leaflets are always very popular with older customers. They have always operated with it, since its creation in the 1960s. To avoid disrupting their habits, most stores will allow people who wish to keep it the opportunity to keep it. Carrefour nevertheless wants to reduce impressions by 80% by next year. “If we remove the budget dedicated to paper, we can reinvest it elsewhere, such as digital media“, explains Dave Froidcoeur, campaign and media director at Carrefour Belgium.
The economic aspect is therefore the first argument. Because most young people don’t read the folders. “These leaflets are only profitable for the distributor when they are distributed to a very large number. So, as this number decreases, there will be a threshold below which it will no longer be payable for the distributor to distribute them“, explains Pierre-Alexandre Billiet, CEO of Gondola
The 2nd argument is ecological. These leaflets represent enormous quantities of paper. “People throw it away faster than they received it and don’t even look at it, says a consumer. “It’s good to think regarding ecology, regarding our children,” consider another customer.
Since the start of the year, Delhaize has cut its leaflet printing in half. From 3 to 1.6 million. A saving of 1672 tonnes of paper. “The main reason is the ecological reason. The customer pays nothing since the promotions are always there, whatever happens.”explains Karima Ghozzi, spokesperson for Delhaize.
Today, more than half of supermarket chains have started a transition from paper to digital.
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