Most retailers simply cannot do without leaflets. Although multi-channel concepts are used to a growing extent in trade, leaflets still form the backbone of communication.
The requirements placed on leaflets are growing due to modified business models and the competition between traditional retailers and e-commerce players. These imperatives include a higher level of individualisation, a finer segmentation process that takes geodata into consideration, as well as the linking of online campaigns.
Nobody likes to find mass advertising in their mailbox, and it therefore attracts (negative) attention! Retailers beware: it will be a nail-biting wait until processes and technologies have been developed to such an extent that homeowners do not one day get fed up once and for all with this kind of advertising. Make the best of your leaflets and the mailboxes will love you! The leaflet has – in altered form – a future.