Promotional leaflets are losing their importance. More than half of Poles do not pay attention to them before shopping – according to the latest report by UCE Research and Hybrid Europe.
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Only 41.6 percent customers check product prices in materials published by retail chains, and as many as 58.4 percent consumers admit that they have no influence on their purchasing decisions.
“The data shows that leaflets are not important for most consumers. This is a permanent change in the attitude of customers, who are increasingly making last-minute purchase decisions before visiting the store. They plan purchases less often and are more often guided by impulse,” comments Adam Iwiński from Hybrid Europe.
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Are promotional leaflets becoming a thing of the past?
The report was based on a study conducted on a group of over 8,000 people. active consumers. It indicates that 58.4% of respondents are not interested in promotional leaflets. customers of various types of stores – from discount stores, through hypermarkets and supermarkets, to convenience stores. In turn, 41.6 percent respondents declare that they browse leaflets, although with different frequency.
“The leaflet is losing its importance as a tool for direct influence on everyday shopping choices. More and more often, it only serves as an informative overview of the stores' offer. However, the key is to deliver the message at the right time to trigger an impulse to make a purchase,” notes Michał Rosiak from Hybrid Europe.
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How do Poles buy? The whole truth about promotional leaflets
The report shows that 12.9 percent respondents always use a leaflet before visiting a store, and 28.7 percent he does it “sometimes”. The most regular readers are the leaflets of convenience stores (13.7%), followed by supermarkets (12.9%), hypermarkets (12.8%) and discount stores (12.3%).
Supermarket customers use promotional leaflets the least often – as much as 60.9%. of them do not use these materials. Among discount store customers, this percentage is 58.5 percent, convenience store customers – 57.9 percent, and hypermarket customers – 56.3 percent.
The authors of the study emphasize that the effectiveness of marketing increasingly depends on the moment of delivery of the message, and not only on the content of the advertisement itself. — The effectiveness of marketing is shifting from static to dynamic communication – the one that reaches the consumer exactly when he is ready to buy – sums up Michał Rosiak.
