Since 2016, we have been regularly analysing the leading medium of retail, the leaflet, in a joint series of studies with IFH COLOGNE. Changing framework conditions such as rising paper prices and increasing digitalisation are currently putting the leaflet under pressure. However, the results of our study Die Bedeutung des Prospekts 2022, which we conducted for the first time this year with IFH MEDIA ANALYTICS, the new subsidiary brand of IFH KÖLN that is fully dedicated to the topic of retail marketing, show that the leaflet is by no means in crisis.
Our representative survey of 3,000 consumers clearly shows that printed leaflets are still popular. 90 per cent of the population reads them at least occasionally, 76 per cent even weekly - and this applies equally to all age groups! Online leaflets are also popular. 76 per cent look at online leaflets occasionally, 46 per cent weekly.
Hybrid use continues to increase
As already shown in our studies Prospekt wirkt! Symbiose statt Kanibalisierung? and Der Prospekt als Markenbotschafter predicted, hybrid use continues to increase. Among 18- to 29-year-old leaflet readers, for example, 93 per cent read printed leaflets, 88 per cent digital leaflets and 81 per cent even read both. The demand for printed leaflet advertising has remained stable over the period from 2016 to 2022, while hybrid leaflet use has risen from 43 per cent in 2016 to 76 per cent in 2022 - not least due to the coronavirus pandemic.
The fact that hybrid use is popular with consumers is a logical conclusion: Haptic and digital offer communication pay into different consumer needs and are therefore in a symbiotic relationship with each other. While the printed leaflet is more for inspiration or browsing, the digital leaflet is a practical, targeted shopping aid.
The free study is available for download HERE!
Cross-media offer communication
The study “Die Bedeutung des Prospekts 2022” is a free advance excerpt from the study Cross-media offer communication to be published on 31 May 2022. In addition to printed leaflets and offer/leaflet apps, this large-scale study focuses on eleven other channels and media such as retailers' online presences (apps, websites, newsletters and social media profiles) and TV advertising. The focus will not only be on the use, perception and strengths and weaknesses of these channels and media, but in particular on their cross-media interaction in offer communication.
The study is already available for pre-order HERE!
Special thanks to the premium sponsors of this study:
Deutsche Post | EGRO mediengruppe | FUNKE MediaSales | media group westfalen | Offerista Group