We will have to wait until autumn 2024 to consult the full Ademe report – which will include an assessment of the impact of the system on the act of purchasing – but already, our first observations are rather encouraging: despite the end of paper, stores in the areas concerned are not seeing any abnormal drops in their performance.
In the “Oui Pub” territories, Brands have
Indeed redoubled their efforts to inform consumers: POS, displays, e-mailing, radio spots, campaigns in the local press, etc. These systems generally have two objectives: to develop the uses of their own mobile hong kong phone number library applications or websites and/or to generate subscriptions to their newsletters and loyalty programs. In short, it is a digitalization accelerator.
Result: some brands even show outperformance in the pilot areas. Food brands, in bfb directory particular, are doing well because, by nature, these distributors benefit from much higher visit frequencies and presence in mind than others.
This observation has even Prompted
Some distributors to move faster than the experimental system had planned: Leclerc has announced that it will stop distributing paper leaflets in all its centres by September 2023 at the latest, while at Carrefour, the thoughts on digital marketing objective is to move to 40% fewer paper leaflets in 2023, then 80% in 2024. Cora, for its part, has already passed the milestone of stopping paper, as early as last January.