From flyer to mouth

Why retailers shouldn't completely forgo this advertising medium in the future.

This article by Ines Imdahl appeared in the current issue of the POSbranding Handbook

Admittedly, when it comes to good advertising, most people don't immediately think of retail. With the exception of the annual Christmas films on the internet, perhaps. Otherwise, it is more about offer and price communication, around special or even loss leader offers. But of course, the design and product presentation, shelf design and secondary placement on site is basically advertising in retail. (Although, of course, the secondary placements are very strongly co-designed by the companies).

And then there are the overflowing mailboxes. For many people, the epitome of annoying advertising. Even in times when online advertising almost outstrips mailbox insertions in terms of annoyance factor. If retailers' flyers are also laminated, customers are often twice as annoyed: "Now plastic waste is also being produced." It is therefore obvious that retailers are increasingly considering dispensing with flyers. Why not think more sustainably in times of paper shortage and avoid printing altogether? There are also online ways to advertise via app and social media. Or directly on site with digitalized and daily updated screens. But: are flyers really completely replaceable? Do people really get the same information? Do retailers reach people in the same way? Or is there perhaps still a "value-added flyer" for customers and retailers in this day and age?

In-depth psychological surveys with consumers and shoppers, which we conducted in the rheingold salon, provide good reasons why the flyer remains a valuable addition in an increasingly digitized world.

The aim of advertising and marketing is known to always be to reach people, inform them and ultimately get them to buy. At first glance, digitized media seem to reach many more people. On various social media platforms, via retailers' own apps or on site with screens. The flyer as an insert, as a separate insertion or display in the store at the checkout, seems outdated. At best, it is still attractive to older customers who are not digitally savvy. But it is no longer young or modern and ultimately: can we do without the few older ones? Let's clear up a few myths and take a deeper look.

Young versus old: an artificial contrast.

Let's start with a few figures. 20 - 50 - 80. What does that say? Well, it makes it clear that 50-year-olds are as far in age from 20-year-olds as they are from 80-year-olds. But by the age of 45 at the latest, people belong to the older target group. In almost every media plan. However, 50-year-olds are firstly still customers for at least 30 years with not so little money. Strictly speaking, they are among the financially strongest groups. And secondly: there are many of them. Strictly speaking: most of them. Thirdly, they are definitely digitally savvy, although not digital natives, but not Neanderthals either. They can download apps and find out about offers and products via Facebook, Instagram & Co. Maybe not as quickly as the under-30s, but usually without much effort. Of course, what is bought and whether it is a discount store or upmarket retail depends on the wallet. And older people often have a slightly better filled wallet. Where people buy also depends on the proximity of the store to their place of residence or work. However, there are some similarities between the age groups in terms of how people actually shop and what strategies they use when shopping: spontaneous purchases, quick repeat purchases, planned purchases, weekly purchases, impulse purchases - almost everyone does this.

All customer groups COULD download the retailers' apps and find out about the weekly offers of the nearby food retailers on Facebook. But in fact, they only do it sporadically. The younger ones because they don't like having so many apps on their cell phones that they don't consider really essential. They also use ad blockers online to an unprecedented extent: because online advertising "sucks". The older ones repeatedly state in the surveys that they want to be informed and do not have to "actively" try to find out for themselves. And this aspect leads us directly to a concrete added value of flyers in today's world.

Information placed in your hand.

What many customers appreciate about flyers is that they are informed and do not have to search for the information themselves. This sounds banal, but it is not, because: With almost all digital advertising channels, customers have to download apps, follow retailers or companies, actively click on an ad to get more information. Companies often assume far too many things. That customers are aware of their activities, that they can build on previous information, that they are willing to invest a lot of time. Many also assume that customers are highly willing to navigate through online interfaces that are sometimes quite complex and user-unfriendly.

The flyer is more accessible. It requires little initiative, no prerequisites, prior information or general knowledge about companies or retailers. Apart from literacy, which is still largely required digitally. Even if people naturally also take a flyer out of the mailbox, have to pick it up and open it, they still say that something has been prepared for them here. It is presented to them and they definitely see this as a service.

Flyers are haptic anticipation

For many, the newspaper supplement or the insertion delivered directly to their home creates a moment of relaxation. While grocery shopping is sometimes perceived as stressful, browsing through the weekly (newspaper) reading or morning breakfast (even if no newspaper was bought or subscribed to) can be a pleasant contrast, which often triggers anticipation. What would you finally like to treat yourself to again? Maybe you will also be reminded of a product that you haven't used for a long time but still love, or become aware of a completely new variety? Many people revel in reading the flyers.

The feel of the material also contributes to this. Touching the paper and the associated sensual impression often creates an anticipation of enjoying one or the other product. A flyer appeals to more than one human sense: the visual and the tactile. And this is exactly what makes it a small step towards stimulating the sense of taste.

Flyers are planning aids and counteract loss of control.

The preparation of products, prices and brands not only creates an overview that is clearly different from scrolling through apps or advertising on social media, but also invites you to plan and think: What can be saved on the next purchase, what can you finally try out thanks to a special offer? The worry of losing control while shopping because you are simply shopping without a plan, getting carried away, buying far too much, can also be reduced in part by flyers. It is precisely the limitation that is rather difficult with online advertising on the internet: there are always more options here and rarely a limiting overview. For many people, the DIN A 4 flyer creates a balanced opportunity to have a good and large selection in front of them, to look forward to something special or a good offer and at the same time to limit themselves in a reasonable way.

Flyers are shopping lists

Once in their hand, many customers use the printed material directly as a shopping list. In this sense, the flyer can also be used for planning: it is cut out, taken along, ticked off. Especially for planned & larger purchases, people still have a classic shopping list combined with flyers. Even the younger ones. Of course, this would be possible digitally, and yet: According to Statista, 35 percent almost always write a shopping list, 32 percent often, 19 percent occasionally. So the slip is still relevant for a total of 86 percent of people. This added value of flyers for customers is also an added value for retailers.

Flyers are "routing slips"

Retailers lure, even lead customers directly into their stores with the shopping list provided. Very concrete, and without detours. A differentiating factor that should not be underestimated compared to digital forms of advertising. Because: only existing or regular customers usually use a retailer's app. In order to regularly receive offers, prices or information about the local retailer on social media, you have to follow them. People who do not yet know the retailer have little chance of becoming aware of the local store around the corner. Flyers can definitely generate attention among new and competitive customers and encourage them to switch. However, existing and regular customers often take the print information as an opportunity to supplement their purchase, i.e. to increase the bonus that is attractive for the retailer. They make the decision again to visit exactly this retailer and no other.

Conclusion

"Pressure" definitely creates an impression. Flyers still promote the purchasing decision today and often transport more and new products directly to the customer. They create complementary and thoroughly positive-sensual advertising experiences, which are also understood and used as a service. They are still a very good means of attracting new and competitive customers. The best results can be achieved in addition to the usual digitized advertising process. Retailers should not yet shelve flyers.