Senior Manager at Converteo, Olivier Becquart supports brands and distributors in their digital transformations. Among the current challenges: the end of the paper leaflet and the shift of promotional mechanisms to digital. While the “Oui Pub” experiment is underway in 14 communities, he shares his advice and recommendations for making the right shift and seizing the opportunities offered by digitalization.
To remember:
- The “Oui Pub” system, tested for almost a year in 14 communities, is an ideal laboratory for analyzing the impact of the end of the distribution of paper leaflets on store performance, while also hungary phone number library making it possible to study the impact of alternative channels.
- In pilot areas, as on a national scale, the “end of paper” has every interest in being anticipated by retailers, starting with a “test-and-learn” approach adapted to the different local contexts. This deadline also involves conducting change management, which mobilizes cross-functional teams, centrally and locally, internally and at partners.
- Whether for analyzing impacts at the store or department level, to optimize the media mix, personalize offers or improve messages, internal and external data is a central element of distributors’ strategy.
Several trends are currently converging to encourage distributors to put an end ! to their paper catalogs: environmental awareness, rising printing and distribution costs ! the acceleration of digital uses, etc. Added to this is a regulatory dimension ! embodied by the Climate and Resilience law of August 2021, itself inspired by the Citizens’ Convention for the Climate.
An opt-in logic, like on the web
It is in this context that the “Oui Pub” experiment was launched in 2022 in 14 communities ! it is planned to last 3 years, before a possible generalization to the entire national territory. Unlike the “Stop Pub” system that prevailed until now ! it is a question of entering into an opt-in logic, as on the web: in the “test” communities ! consumers must stick the “Oui Pub” sticker on their mailbox if they wish to continue to receive advertising.
After a year of experimentation, the sticker affixing rate fluctuates bfb directory between ! 20 and 30% in 8 territories and is below the 10% mark in 5 territories, according to an initial assessment by Ademe . of leaflets in these areas, because why it doesn’t work? these ! acceptance rates do not allow for a viable economic equation to be found for their distribution. This experiment is therefore an interesting opportunity to anticipate the discontinuation of paper and explore alternative channel.