Pioneer and leader of the Drive-to-Store in Europe, Bonial Dresse, with the help of Infopro Digital and LSA, a new inventory of the relationship between professionals in the distribution sector with the digitalization of advertising catalogs. This study also highlights the perception of the “Oui Pub” system by decision-makers in mass distribution.
The “Oui Pub” system prohibits the distribution of unaddressed advertising materials, except when authorization to receive them will be visibly indicated on the mailbox.
This system entered the experimental phase in 2022, for a period of three years on 10% of the French population. Brands are preparing for this paradigm shift. The study carried out for Bonial reveals that 88% of brands wish to switch all or part of their budgets intended for paper leaflets to digital. (+ 12% compared to 2021). 86% of respondents consider it likely that the “Oui Pub” system will be generalized within three years (+ 16% compared to 2021). And 66% consider themselves ready if “Yes Pub” were generalized tomorrow (+ 9% over one year). For 83% of decision-makers surveyed, digital channels would make it possible to compensate for the erosion of mailbox catalog distribution (+ 4% compared to 2021). 69% hope to reduce the costs associated with printing advertising materials (+ 5% compared to 2021) and 57% hope to improve their image in terms of CSR thanks to digitalization (+ 6% compared to 2021).
“The meaning of history” for the president of Bonial
For Laurent Landel, “the time has come to no longer wonder whether advertising catalogs should be digitized : all brands do it. Convinced of the advantages of digital — reduction of paper costs, improved targeting… —, more than eight out of ten brands trust it to compensate for the erosion of the mailbox. Rather than distributing “Yes Pub” stickers, 88% of them decide to switch all or part of their printing budget to digital. This is the meaning of history and history is in progress. »
Differentiated approaches
Digital technology is seen as a solution to compensate for the erosion of accessibility to mailboxes for 83% of brands (+4 %). This is why 72% of brands are increasing their digital prospectus and catalog budget. (+6% compared to 2021). We observe three approaches among advertisers who use advertising prospectuses and catalogs. The iterative approach : 72 % (+16 %) advertisers are gradually switching their budgets to digital by carrying out tests aimed at identifying the best media mix. The radical approach : 16 % (-4 %) stop the distribution of advertising leaflets and catalogs in mailboxes in order to focus everything on digital. The wait-and-see approach : 4 % (-15 %) of advertisers maintain their budgets on paper and do not anticipate any changes in the short or medium term.
METHODOLOGY OF THE BONIAL STUDY
218 retail decision-makers distributing catalogs and advertising leaflets were interviewed by online questionnaire, including 38% from general or food distribution. The interviews were carried out from September 19 to October 14, 2022 with the assistance of Infopro Digital and LSA.
