In 2021, during a time of crisis where digitalization reached its peak, paper, when used effectively in omnichannel strategies, could offer a strong alternative for both message clarity and longevity.
• A CROWDED DIGITAL LANDSCAPE
Advertisers are now faced with an overwhelming number of digital media channels in which to invest, and this overabundance is felt by consumers, who are “overloaded” with notifications and messages during their online activity. In this saturated environment, paper flyers delivered to mailboxes are less crowded and, in the end, more effective.
The belief that younger generations are no longer interested in paper is not always true. Millennials, in fact, enjoy personalized print materials, keeping them, and even collecting some mailers from their favorite brands. According to a 2018 FedEx study, 82% of millennials read brand mailers, and 54% of them enjoy receiving printed catalogs.
• PAPER REMAINS KING OF TRAFFIC
At Carrefour, paper still plays a predominant role. It reportedly generates 50% of in-store traffic and drives a 13% increase in sales, according to their Digital Director, Thomas Rudelle.
Distributed paper catalogs allow for ultra-precise targeting through “surgical” distribution, closely aligned with consumer preferences. Targeting is a key focus at Carrefour. Sensitivity to paper, age, location, lifestyle. ALl are carefully analyzed to deliver the best experience and the most suitable communication method
According to Carrefour’s studies, the most loyal paper users are primarily individuals over the age of 60. This age group represents an important target due to their large numbers and significant purchasing power.
The key challenge today lies in finding the right media mix for distributing promotions. The goal is to use the right medium, at the right time, for the right person. For example, the number of Carrefour catalog views via Messenger or WhatsApp only reaches one million. However, this pales in comparison to the hundreds of millions of paper catalogs distributed.
According to a Kantar study, 76% of customers targeted by printed ads are occasional shoppers. This method of distribution is particularly effective at attracting new customers and retaining them.
• PROMOTIONAL FORMATS FOLLOW PAPER’S LEAD
At Carrefour, the “codes” of paper are replicated in the digital version. The digital format is designed to resemble the printed version for simplicity. This allows customers to maintain familiarity, as paper is the medium associated with purchasing power. According to Kantar, 67% of French consumers prefer to be informed about promotions through paper versions. Paper also provides immediate reading comfort, something digital continues to try and mimic. It captures attention far more effectively and isn’t interrupted by notifications or pop-ups. It’s the ultimate form of “slow content.”
• PAPER INSPIRES MORE TRUST
This is why paper has a strong societal foundation; it’s a respected medium, less ephemeral (compared to paper newspapers versus digital media). Intended for learning, information, and entertainment, there is a genuine attachment to this format. Paper still holds symbolic meaning today. We saw this with the announcement of the “End of the Ikea Catalog,” which made the front page of Le Parisien, headlined as “a rush for the last copies.” According to a study by the Observatoire Culture Papier, over 80% of French consumers are attached to paper. The rise of digital has only reshuffled the deck and sparked innovation in paper. For example, augmented reality is now appearing in consumer magazines like McDonald’s.
• PAPER IS NOT NECESSARILY MORE POLLUTING
The longevity of paper works in its favor, as it can be read by multiple people and stored without consuming additional energy. According to a study by Media Post, a promotional catalog delivered to a mailbox has a lower environmental impact than the data traffic generated by a mobile app from an email campaign. Let’s not forget that data consumes significant amounts of energy, and the impact of digital direct marketing is far from neutral.