With almost 18 months of experimentation of “Yes Ad” and a national launch expected in 2025, retailers have reviewed promotional and marketing plans over the past year. mind Retail interviewed Romain Roulleau (Kingfisher), Boris Kechida (Auchan Retail France), Henri-Noël Bouvet (Shopfully), Suzanne Guillon (Coca-Cola), Mathieu Lepoutre (Fifty-Five), Marie Ferry and Massi Mekla (Adot) to find out about best practice with digital leaflets.
If the French retail market has described 2022 as a “poker game” regarding digitalisation of promotional leaflets, retailers have laid their cards on the table last year. Digital and paper formats still co-exist today, but the focus has shifted. Retailers moved from indeterminate communication (unaddressed paper leaflets put in mailboxes) to a voluntary and targeted approach. While E.Leclerc and Cora grocery retailers made a radical U-turn (E.Leclerc decided to invest millions of Euros in TV ad
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