By September 2023, the 734 E.Leclerc stores will have ceased all distribution of leaflets through French mailboxes. This is the announcement made today. 🇧🇷 I am proud that the 600 members of E.Leclerc have decided to tackle a taboo: stuffing leaflets in mailboxes says Michel-Edouard Leclerc, president of the strategic committee of the E.Leclerc centres, who is a little worried. 🇧🇷 Of course, there is a commercial risk.” he recognizes.
A gradual shutdown until September 2023
The closure will be gradual until September 2023, which is the deadline for all E.Leclerc stores. Stopping leaflet distribution is an approach that is already effective in around a hundred stores, including the pioneering E.Leclerc Centers in Luçon, Ville-LaGrand, Le Cannet Rocheville, Rambouillet, Trélissac, Libourne, Fécamp, etc.” Over the past 3 years, E.Leclerc stores have experimented with ways to do more promotions with less paper recalls Michel-Edouard Leclerc.
There has been a reduction in the number of printed pages. 🇧🇷 We reduced the number of pages in prospectuses, which resulted in 25% less paper. We increased the look of the products per page, 8% less paper. And we’re committed to using paper made from wood scraps and responsible French forestry practices. We have reformulated communication with the inhabitants of our commercial areas, whether customers or not, by developing digital for catalogues, e-commerce sites, chatbots, apps and store information. Successfully says the leader.
“The whole industry was waiting for E.Leclerc to announce the big change”
He recalls that other distributors, such as Intermarché, Hyper U, Casino, also carried out tests and that several of their stores have already taken the initiative to eliminate the paper catalogue. 🇧🇷 Sometimes it’s on a grand scale, like Carrefour and recently Cora. But the whole industry expected Leclerc to announce the ‘big change’ and thus create for all other traders the conditions for undistorted competition if they too stopped with the prospectuses. he declares. By the end of March 2023, 250 stores will already be closed. Until September 2023, the closure will be gradual to be generalized to all 734 E.Leclerc stores.
Until then, paper prospectuses were preferred to boost sales. 🇧🇷 However, they are used less than before by a certain number of consumers, notably due to the rise of digital technology and, above all, since the Covid crisis. says the E.Leclerc group. The heavy weight of mass distribution observes a change in use illustrated by figures linked to the “Stop Pub” system.
44% of people throw away their flyers without looking at them
E.Leclerc notes that “Stop Pub” figures indicate that 44% of people throw away their flyers at least once a week without paying attention to them. 🇧🇷 In order to avoid wasting leaflets, we therefore prefer to discontinue their full distribution. In fact, several tens of millions of leaflets have been produced each year until now. » declare the E.Leclerc centres.
The paper prospectuses are likely to disappear, but will be available via the internet with the “My E.Leclerc” mobile application, the brand’s commercial websites, newsletters, etc. In order to support customers who are not familiar with these media, E.Leclerc reception teams in stores will be mobilized. They will tell you how to download and use the app, how to scan the catalog QR code, how to subscribe to the newsletter, etc.
Paper copies available in stores
Department management, the mission of department heads, in addition to stock management, will also resume its place of informing customers about good deals or new products. As for customers still attached to paper, they will be able to find some copies of their prospectuses in “paper” format in stores. 🇧🇷 Of course, there is a commercial risk. But that represents 50 thousand tons of paper saved per year. This can only be beneficial in terms of CO2 and carbon emissions. Our relationship of trust with our customers allows us to make this type of well-founded and exemplary decision. “says Michel-Edouard Leclerc.
🇧🇷 There is real business risk. Commentators will say that with the rising price of paper we have no choice. Yes, maybe, but what about when the price of paper drops again? analyzes Michel-Edouard Leclerc. 🇧🇷 In the eyes of part of the public, the prospectus is associated with the promotion. We will have to convince the last fans of the paper prospectus and guarantee the continuity of promotions, and invest to give visibility to prices and products. You will have to invest a lot! he announces.
Completely rethink customer relationships
🇧🇷 Stopping the flyers means completely rethinking customer relationships. It means placing each store or even each Internet site at the center of an information device that is too delegated at the national level, to the brand he points. 🇧🇷 It is also a major challenge for our sustainability. I don’t just want communication or advertising. We are talking here about ecological commitment, about a more virtuous, more environmentally aware economy. he concludes.
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