A big change on store shelves. Poles look through promotional leaflets less and less often

Before going shopping, 41.6 percent customers check the prices of promotional products in leaflets published by retail chains, but for the majority, i.e. 58.4 percent consumers, they are not important when making purchasing decisions – according to the report by UCE Research and Hybrid Europe.

“Data shows that leaflets are not important for most consumers. This is a permanent change in the attitude of customers who often make decisions at the last minute before visiting the store. They plan purchases less often and are more often guided by impulse,” noted Adam Iwiński from Hybrid Europe.

According to a study conducted on a sample of over 8,000 active consumers, 58.4% show no interest in leaflets. customers of discount stores, hypermarkets, supermarkets and convenience chains. Before visiting a store, 41.6% of people check materials of this type, with greater or lesser frequency. respondents.

Michał Rosiak from Hybrid Europe pointed out that the leaflet is losing its importance as a tool for directly shaping everyday shopping choices, and more and more often it only serves as an informative overview of the stores' offer. However, a new communication model gains influence on consumer decisions and, when presented at the right time, creates an impulse influencing consumer decisions.

Marketing effectiveness is shifting towards communication dynamic

In the opinion of the authors of the report, the practice of advertising campaigns confirms that the highest effectiveness is achieved by combining information and a message that evokes emotions.

“For retail chains, this draws a clear conclusion: today what matters is not so much the content of the advertisement, but the moment of its delivery. The effectiveness of marketing is shifting from static to dynamic communication – the one that meets the consumer exactly when he is ready to make a purchase,” Rosiak noted.

12.9 percent respondents declared that they always use the promotional leaflet before visiting the store. In turn, 28.7 percent respondents indicated that they do it “sometimes”. At the same time, the most “regular readers” are newspapers published by convenience chains, i.e. small local stores – 13.7%. indications in this group. In the case of supermarkets, this percentage was 12.9 percent, hypermarkets – 12.8 percent, and discount stores – 12.3 percent.

Hypermarket customers most often declared that they occasionally browsed leaflets before going to the store – 30.9%. indications in this group. In the case of discount stores, this percentage was 29.3 percent, convenience stores – 28.3 percent, and supermarkets – 26.2 percent.

However, supermarket customers do not use promotional leaflets to the greatest extent – 60.9% of them. In the group of people using the offer of discount stores, this percentage was 58.5 percent, convenience chains – 57.9 percent, and hypermarkets – 56.3 percent.

The study was conducted by UCE Research and Hybrid Europe on a group of over 8,000 people. consumers who actively shop on a daily basis. (PAP)

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