In line with the city's waste management plan - which aims for zero waste by 2030 – Montreal’s Mayor Valérie Plante recently announced the end of automatic distribution of paper flyers and inserts in the city. As of May 23, 2023, residents who want to receive daily offers and deals in paper form will have to request it, otherwise the flyers will not be delivered to their doorstep. This decision comes at a time when behavioral changes regarding consumer habits are increasingly being observed due to the precarious climate situation. According to an international survey involving more than 16,000 people and conducted by the consulting firm EY, the use of digital distribution channels is becoming the preferred means of daily consumption for consumers.
This decision comes at a time when behavioral changes regarding consumer habits are increasingly being observed due to the precarious climate situation. According to an international survey involving more than 16,000 people and conducted by the consulting firm EY, the use of digital distribution channels is becoming the preferred means of daily consumption for consumers.
The digital offer: the future of flyers and inserts?
"It's clear: the more we notice a drop in the consultation of paper content, the more we see the increase in digital consultation of flyers on several platforms. The demand is there, it has just shifted." This change in habit, pointed out by Marie-Gabrielle Larose, Creative Media Consultant at La Presse, is multifactorial: "It is combined with the rise of eco-responsible practices and the consumers’ desire to receive personalized offers."
Moreover, collecting quality data is becoming increasingly important for retailers. "The undeniable advantage of digital flyers and inserts is the ability to provide rich, reliable, and accurate campaign reports. That with relevant data allows retailers to identify the performance of their offers by product category," says Anick Beaubien, Director of Growth and Business Relations at La Presse.
In this regard, two recent initiatives by La Presse integrate the consultation of digital flyers into the routine of its readers, while collecting accurate data for advertisers.
Vos Offres: a useful and appreciated section
For La Presse, one of the solutions to meet these digital needs is the Vos Offres section, available on three media platforms (tablet, web, and mobile). This advertising space is reserved for flyers - no editorial content is published - and allows readers to discover new products and promotions in effect at participating retailers.
La Presse has an average of 4,261,000 visitors per month from all over Quebec. Anick Beaubien recognizes that the Vos Offres section is relevant to both readers and retailers. "Our ecosystem reaches 69% of the 18+ population enabling us to reach an engaged clientele and offer a complementary digital distribution of flyers," she points out.
The numbers don't lie: almost all (88%) of Vos Offres’ readers say that they are satisfied with the section and 64% state that they consult it every week. For the La Presse team, "these results confirm that Vos Offres answers the needs of our readers. »
Les Galeries: La Presse's new shopping destination
The success of the Vos Offres section opens the way to a new advertising proposition for La Presse: Les Galeries. "The visibility offered in Vos Offres benefits many retailers who are used to producing flyers. With Les Galeries, we are addressing a different category of advertisers, who are more inspiration oriented, whether in their email marketing or their advertising inserts," explains Marie-Gabrielle Larose.
Home, decoration, furniture, and fashion are some of the categories targeted by this new section, conceptualized for a simple and renewed shopping experience. Simple, because all products are clickable. Renewed, because product discovery is at the heart of the experience.