In an interesting article about digital promotions, and eflyers in particular, there is this sentence:
E- flyers, on the other hand, aren’t nearly as popular. Only six per cent of Canadians use them, according to a 2011 KubasPrimedia poll.The comparison is to the overall readership among Canadians - which is near saturation levels at 75% plus depending on source. If three-out-four read weekly flyers, does it make sense that less than 1 in 10 use the digital equivalent? Particularly in the age of smartphones and tablets.
Looking for the original report from Kubas I ran across this comparison of print to eflyers which contains this bullet point:
- A relatively small number, 6%, use e-flyers exclusively.
In the Kubas report the usage of flyers is reported in a nice graph.
- Since there is little incremental reach, the role of the digital promotions is not a pure acquisition play; it reinforces the brand.
- The form factor for the delivery of promotional content in page form is still "OK" for the moment. Although, the article does list out some interesting trends - aggregation across retailers, personalization and repurposing.
- Cross-channel marketing and consistently delivering the content along the shopping journey matters.