Given exclusive access to the Adot study, mind Retail revealed that in France, only 13% of households in ‘Yes Ad’ zones affixed an “opt-in” sticker to letterboxes at the end of March 2023. As a result, in-store traffic is clearly affected, with a 19% gap at specialist retailers and a 5% gap among food retailers compared with the national averages. All the figures, channel by channel.
After 6 months of the ‘Yes Ad’ scheme in France, which distributes anonymous paper leaflets only to “opt-in” letterboxes with a sticker, Adot measured results. The study, conducted from October 2022 to the end of March 2023, covered 2.6 million people in 13 French zones. Adot interviewed 790 people online and drew on a panel of 4 million mobile users (who had given consent to tracking of their movements).
Consumers who want unaddressed leaflets is low and continues to fall
At the end of March 2023, 62% of respondents did not want to receive any leaflets (+ 8 points in 3 months).
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Article authors
Sophie Baqué
Chief Editor of mind Retail