The price of paper is soaring, and environmental issues are becoming ever more pressing, which is why there has been talk for some time of the end of the paper catalogue. Initiatives such as Stop Pub and Oui Pub have been around for years. So concern about leaflets is nothing new. But why are we suddenly hearing about the e-catalogue?
This is due to an announcement by a major food group that has sent shockwaves through the world of advertising and marketing. At the end of this year, E.Leclerc will no longer be distributing paper catalogues through French letterboxes. This has reignited the debate on the digitisation of paper catalogues.
Of course, this announcement is not to everyone’s taste. The catalogue represents a certain nostalgia, across all generations. But while the lifespan of a catalogue depends on the amount of time it spends on the coffee table of the French, digitising it appears to be a simpler and more ecological solution, which will be able to follow the consumer wherever he goes.
Not only does this have an impact on the environment, it also means that supermarket chains have to comply with data confidentiality standards. So how can we reach those consumers who have already closed their letterboxes to catalogues, and what solutions exist to anticipate the end of printed flyers this year?
Between the environment and the RGPD, why are printed flyers doomed to disappear?
Why say goodbye to paper catalogues?
Creating a flyer requires a lot of resources and energy, and is considered to be non-recyclable waste. At a time when Europe is committed to reducing its greenhouse gas emissions, transporting these catalogues to our letterboxes is considered too polluting.
When it comes to the RGPD standard, the printed flyer is very difficult to make compliant with data confidentiality and security requirements. As a result, companies are increasingly opting to switch to digital format for their advertising campaigns in order to comply with environmental and regulatory imperatives.
Digital solutions as an alternative to flyers
Digital media, which can offer richer and more interactive content, are attracting more consumers today. Information and communication technologies enable companies to communicate directly with customers. At the same time, they can provide them with relevant, personalised information, enriching the e-catalogue. More and more companies are opting for digital promotion for their products and services. What’s more, the cost of digital media is much lower than that of paper, offering many advantages to businesses.
When will flyers be a thing of the past?
It is not possible to say with any certainty when the printed flyer will disappear for good. However, more and more brands and retailers are opting for digital alternatives. Digital promotional solutions help to reduce production costs and collect data in compliance with the RGPD. These new solutions offer advantages in terms of traceability and engagement.
Social networks and e-catalogues: all the solutions you need to prepare for the end of flyers
How do you set up digital promotions?
There are ways of preparing for the shift from flyers to e-catalogues. There are several platforms that can be used as communication channels, offering a number of advantages in terms of engagement and data tracking. It’s true that a catalogue in a letterbox is no guarantee that it will be read.
The digital catalogue is easy to update and share, and can be freely accessed by a wide online audience. It is a very useful tool that will delight even the most nostalgic, as it retains the very essence of the paper catalogue. The e-catalogue can also detail offers or products, just like its predecessor.
Les newsletters can contain current offers or a redirection to the e-catalogue, merchant site or mobile application. E-mails can introduce new product ranges, with personalised discount vouchers based on customer preferences, just like a catalogue.
There’s no turning away from social networks these days. You probably already have several accounts yourself! These platforms are an excellent way of promoting a catalogue and interacting with an audience. The ability to detect trends and respond directly to customers makes catalogue distribution more comprehensive. Between ‘likes’, shares and comments, these are all ways for customers to share their opinions!
What would it look like to create an interactive catalogue?
The days of the customer passively turning the pages of a catalogue are over!
Today, not only can you spend time with your brand, but you can also detect customer preferences, facilitate the user journey and help them discover your offers more effectively.
The advantage of this new model is the number of options that can be added. Filters, searches or browsing options – all this data can be collected and used to build loyalty among a customer base, but also to convert customers into buyers. Images, videos, reviews or even links to additional services can be used to increase the engagement of an e-catalogue. The possibilities are endless.
Our advice on how to stand out from the crowd and kick-start your digital transition
Capturing users’ attention can be difficult. Games remain an effective way of interacting with consumers and getting them to spend time with your brand. Promoting an e-catalogue through games is simple and will also enable you to meet your marketing objectives, whatever they may be. Enough to make you forget about the paper version!
A native gaming experience in display slots
The interactive display banner boosts ad engagement and performance. It optimises the visibility of banner ads and encourages interaction to help you achieve your marketing objectives!
IIdeal for boosting the visibility of campaigns, these display banners increase recall and time spent on campaigns. It will be possible to highlight products or promotions. By redirecting to the e-catalogue or merchant site, you can optimise the user journey while engaging your audience.
Social networks such as Facebook, Instagram and Tiktok are ideal platforms to promote a digital catalogue. Adapt your strategy to the age, format and trend of your target consumer. It’s just as precise as putting a flyer in a letterbox, I promise!
Each social network offers a different interface with specific advantages. All of them can promote an e-catalogue and redirect users to a website, Facebook shop or Instagram shopping page. In this new digital age, creating an interactive catalogue is simple and effective.
Facebook / Instagram & Tik-Tok examples
Conclusion
The end of flyers may frighten some people. After all, they have been part of our daily lives for decades. But as consumers increasingly question their ecological impact, it’s time to look at other alternatives for promoting products or services.
Whether through games, emailing, display banners or social networks, let consumers tell you what they want by interacting with them. This will be more effective than monitoring the stickers stuck on the letterbox!
You’re now ready to take the plunge and anticipate this change this year. We look forward to leafing through your new catalogues… and swiping, of course!
