Consumers are increasingly looking for offers, especially in price-sensitive times, as our ChannelUp study series together with IFH MEDIA Analytics shows. Leaflets are still very popular, but digital platforms are becoming increasingly relevant.
REWE has now become the first major food retailer to decide to completely remove leaflets from its media mix and focus on digital channels such as its own app, social media and WhatsApp. The latter two channels in particular do not yet enjoy a high level of credibility among consumers, as our ChannelUp Vol. 2 study shows. However, the traditional print medium of daily newspapers is still in use.
REWE justifies the phasing out of leaflets with a positive effect on the environment by discontinuing printing and distribution. According to REWE, the discontinuation will enable annual savings of more than 73,000 tonnes of paper, 70,000 tonnes of CO2, 380 million kWh of energy and 1.1 million tonnes of water. Objectively speaking, however, the emissions and the climate effect of the increased electronic advertising, which is to replace the leaflets, are left out and not included in the calculation by REWE, as the Bundesverband Deutscher Anzeigenblätter points out; the facts are therefore not fully represented.
The BVDA criticises this approach and points out that consumers are being knowingly misled. Digital advertising also causes emissions, which is why it is not per se preferable to printed media. ("Paper on the test bench. Myths vs. facts about free weekly newspapers and advertising leaflets", BVDA).
How are food retailers reacting to REWE's statement on the leaflet? In an interview with welt.de, EDEKA, ALDI and LIDL, for example, state that they will continue to integrate their customers' requests for leaflets centrally into their media mix, but at the same time increasingly incorporate digital measures.
The MEDIA Central Group is also certain: it doesn't have to be either-or. Cross-media 360° strategies are elementary for successful communication of offers, and additive digital channels are becoming increasingly relevant. What is important is intelligent, meaningful and customer-centred integration into the media mix. Only time will tell whether they can replace the leaflet. As your trusted partner, we are of course monitoring the situation closely and will keep you informed of any developments.