Promotional leaflets: improving quality and content

According to the findings published in GfK Leaflet Monitor, the market of promotional leaflets published regularly by retail chains has seen substantial development. The number of such publications is growing and they exert a marked influence on consumer preferences. Last year, development continued both in terms of contents and quality, although the number of such publications found in mailboxes also continued to grow. New product introductions, samplings and presentations are often communicated this way and distribution has become targeted. Leaflets are used by practically all sales channels with discount stores increasingly relying on these. The average number of pages found in leaflets is also growing, but the number of products advertised is quite diverse among the 15 leading chains. A notable new development is that publications linked to specific occasions like Easter and Christmas or current topics like the beginning of the school year or gardening have become dominant.