It's a small revolution. By stopping the first distribution of paper leaflets in mailboxes in Reunion, E.Leclerc Réunion brings local mass distribution into a new era. An era where the hunt for waste is a means of restoring purchasing power and strengthening customer relationships.
Since September 1, and as Michel-Édouard Leclerc committed to it when he came to Reunion last February, E.Leclerc Réunion has completely stopped the distribution of leaflets in mailboxes. A historic and pioneering decision in Reunion. “But be careful, the end of the mailbox prospectus does not mean the end of the promotion, would like to clarify Pascal Thiaw Kine, president of the E.Leclerc Réunion Movement. On the contrary, between 3 and 5 million euros will be reinvested in the purchasing power of Reunion Islanders. » Concretely, thanks to these savings made on prospectuses, E.Leclerc stores will offer more attractive promotional offers, in a more recurring and better valued manner. Already, on the shelf, promotions are better identifiable thanks to improved signage. Touchscreen terminals also allow you to view promotional offers.. The Mon E.Leclerc application has also been improved and provides access to all in-store promotions as well as personalized offers.
Supporting customers in the transition to digital tools
Aware that not all of its clients are necessarily comfortable with digital tools, the brand wanted to support them in this transition. The teams have been trained and will be able to provide personalized advice. Each store also has an information space called “Les zclaireurs” dedicated to getting started with the application.. “The end of the mailbox prospectus, it’s also a way for us to rethink our customer relationships, to modernize it, explains Pascal Thiaw Kine. The idea is to put the store and its teams at the center of the experience to offer greater proximity and a more direct relationship with our customers.”.
“Our way of embodying responsible distribution”
The end of the distribution of leaflets in letterboxes will save more than 800 tonnes of paper per year, 40% of which were leaflets thrown in the trash without even having been read... A decision that seems obvious for a brand already committed to protecting the environment through the Zero Waste approach, the anti-waste basket, plastic bottle collectors B:BOT or even jute bags to replace plastic.
ROOM FOR DIGITAL SOLUTIONS
With the implementation of the Oui Pub system in 2022, the end of paper receipts in 2023 and the end of third-party cookies in 2024, consumers are increasingly difficult to reach. The acceleration of digitalization opens the way for specialists in data analysis and e-retail media, like Lucky cart.
Many large food retail brands in mainland France have already stopped distributing paper leaflets for some time, such as the Casino group., Monoprix and Franprix. The E.Leclerc group has stopped distributing it since September, and Carrefour aims to switch to digital for most of its catalogs by 2024. When we know that one in three French people still do their shopping with a leaflet in their hand (study by NielsenIQ, December 2022), what are the solutions to overcome this practice still anchored in morals ? For Romain Charles, CEO de Lucky cart, specialist in e-retail media and data analysis, it’s “ultrapersonalization” that will make the difference : “Paper catalogs were distributed on a large scale, digital solutions provide, as for them, personalization and individualization of the customer experience. For brands, It is therefore a real media mix that will have to be put in place to overcome the disappearance of catalogs. »
Intelligent personalization
“We all know that to improve the conversion rate and retain their customers, the intelligent personalization of a website adapted to the uses of each shopper, with every purchasing habit, will become essential. Chez Lucky cart, we work there data first party, collected from our partners retailers, to provide an individualized response to each shopper arriving on his favorite drive platform. Thanks to our business expertise, to our internal tools and our knowledge of retail and its cogs, we can analyze the data collected and understand it in relation to the individual. Once this detailed analysis has been carried out, we set up digital activations with retailers and manufacturers. We use the media inventories made available to us to offer, throughout the purchasing journey, the right offer, to the good shopper, at the right time to encourage conversion”, says Romain Charles.
