Aldi Süd returns to printed leaflets in Germany

By: Trademagazin editor Date: 2024. 11. 07. 09:46

Aldi Süd is returning to paper leaflet distribution in Germany, where it began phasing out and replacing them with digital platforms less than four months ago.

Recognising that many shoppers still like holding and flipping through promotional material, the discount chain is now partially reversing its decision and will resume distribution of printed promotional leaflets in two-thirds of its test area, Lebensmittel Zeitung (LZ) reported.

So far, shoppers have had access to digital channels and a free advertising subscription instead, but customer feedback shows that the printed brochure remains popular. Aldi Süd did not provide any details on the case, but according to LZ, a decision to resume the distribution of printed leaflets was taken quickly and the retailer also plans to place advertisements in regional newspapers.

For environmental reasons, Rewe had already discontinued its printed newspapers last year, saving also considerable costs thereby. However, according to a study from April 2024, printed leaflets are still the most popular advertising medium, with 79 per cent of respondents flicking them through on a weekly basis.

T-Online.de