Hipercom: Trends on promotional leaflets market – less, but longer leaflets in 2012

The research, which is based on Hipercom Monitoring database shows the changement of trends on promotional leaflet market. It compares the first semesters of year 2011 and year 2012.
Two indexes were used in the research: in the first step the nr. of promotions were counted, in the second they were weighted with squaremeter of the shops which took part in the promotion.
The results show, that the nr. of leaflets were decreasing (-7,48%). The chains with the biggest decrease were Metro and Interspar. The majority kept the same strategy that last year, only Auchan raised the nr. of the leaflets issued.
The avarage page nr. of leaflets raised in comperation to the first semester of 2011. Leaflets of Cora (30,4) were almost 4 pages longer than last year. The biggest page nr./catalog – despite they decreased their page quantity – is still at Metro.
The nr. of promotions/leaflet was also increasing, only Penny and Metro didnt follow this trend. Auchan, CBA Cent, Lidl and Profi decreased their page number, but they increased the promotion nr./page. The biggest promotion nr./catalog was at Cora (656 promotions/leaflet in avarage), which is more than twice of the second placed CBA (271).
There was a significant change in percentage of branded product Vs. retailers private brands, as the rate of second one was decreasing. The biggest changes happened at Metro (-6,4 point), Match (-3,6) and Profi (-3,1). The retailer with biggest percentage of private brands was Lidl (38,1%)
Hypermarkets and Metro had the highest price level, because of non-food products. While Metros, Coras and Interspars price level was raising, Auchan and Tesco took different direction. The biggest fall of price level was done by Tesco Supermarket, which went down to 543 HUF Vs. 2011’s 1400 HUF.
Int he first semester of 2012 almost 1/3 of promotions contained a consumer advantage, which is 1,6 points growth Vs. 2011. The leaders in this category are Tesco, Penny and Spar. The most popular mechanism was the immediately discount and the virtual discount. The 2,41% of promotions were „Super price” products.
The negative promotion index shows, if the same product was avaible for better price in the same period. From this point of view Tesco and CBA were the weakest players with 20% negative promotion index. Thanks to biggest nr. of private label products, the discounts are the strongest in this category.
The most complex promotions were at Penny, Tesco and Spar, which means that they used more than one promotional mechanism for the same product. The simpliest, and most transparent promotions were issued by Reál, CBA and Auchan. From the point of view of readiblity the crowdiest leaflest were produced by Profi, Cora and Tesco. The most readable leaflets were done by Lidl, Metro and CBA Príma.
The full study is avaible on the link below:
http://www.slideshare.net/HiperCom/promo-review-food-ratail-hu