According to the survey by Ipsos, consumers depend on promotional leaflets which they use first and foremost to track promotions. That said, there are several categories of leaflet readers, each with a different set of expectations.
Seemingly defeated by the digital offering, promotional catalogue remains as strong as ever. A survey by Ipsos of 2,000 French respondents* revealed that a promotional leaflet is read by 69 percent of them each week of its receipt. It takes them nearly 38 minutes to read all the offers, an experience which they consider to be both useful (90 percent of those surveyed) and pleasant (again, 90 percent of respondents).
Quick glance at best offers
Why is reading promotional catalogues considered to be so useful? Among key reasons indicated by avid leaflet readers, opportunity to find out about discounts and promotions is mentioned most often. A hint to retailers: always makes promotional deals visible, starting from page one of your catalogue!
Respondents also confessed that they compare contents of leaflets of various stores (84 percent of those surveyed) to get a well-rounded view on prices per store. 85 percent of surveyed consumers like reading leaflets because this way they can learn about new things, while 86 percent think of them as the source of inspiring ideas, particularly when it comes to preparing meals.
Importantly, a whopping 81 percent of respondents claimed that they went to a store after having read a promotional leaflet, while 33 percent visited the store’s website.
Leaflet junkie, best deal seeker or pragmatist
While there are six key profiles of leaflet readers, three are most prevalent. Among them is a leaflet junkie (26 percent) – a consumer with above-the-average wages and liking for novelties. These shoppers tend to buy on the spur of the moment and are willing to spend more on top quality products. Also, brands do matter for them. They peruse promotional catalogues a couple of times per week and find them most useful. Mostly families with kids and average salaries, best deal seekers (26 percent) are another top category. Careful about their budget, they are always on the lookout for super cheap products, but may dig deeper into their pockets if they feel they will get better quality. These are regular and attentive leaflet readers. Finally, there are penny-pinching pragmatists (21 percent). Careful with money, they seek cheapest products. This group reads promotional leaflets once in a week in hope to find best deals and price discounts.
*Survey by Ipsos for Adrexo, France 2015