Post # 5 Insights from the DDM Congress
The High Cost of Retiring the Print Flyer
Dr. Arjen van Lin (Associate Professor of Marketing, Tilburg University) presented critical data at the Congress on the risks of going digital-only.
His presentation, "Retiring the Store Flyer," highlighted that when a retailer ceased distributing its store flyer in one province, the shopping behavior of households that visited before was negatively affected.
Importantly, non-primary shoppers substantially reduced their trips, total spending, and promotional/non-promotional spending.
The negative effects were larger for those pushed to adopt digital alternatives.
When distribution was reinstated, shopping recovered.
The conclusion is clear: the store flyer is not dead and is still useful.
