Since the Oui Pub experiment began, merchants have accelerated their transition to digital. Ecran Mobile identified 7 digital levers to replace the paper prospectus.
The Oui Pub experiment started in September 2022
While e-commerce represented 129 billion euros in France in 2021 (Source FEVAD), an increase of 15% compared to the previous year, the segment represents only 14% of retail sales. That is, traditional trade still represents 86% of transactions, reaching more than 90% for large food retailers.
But while most transactions are still done at the point of sale, large retail chains are actively working on their digital transition, in particular with the digitization of their local marketing.
Between the increase in paper costs (+40% in 2 years) and initiatives such as the “Oui Pub”, which requires users’ consent before distributing a leaflet, more and more brands are considering abandoning this lever. In recent days, the CORA group thus announced the end of the paper prospectus as of January 2023. As for the Leclerc chain, the decision – repeatedly postponed – would also be taken for September 2023.
If this lever is abandoned, which could represent up to 20% of sales, it is because the large distribution giants have found alternatives to generate traffic at their points of sale.
1 / Site and store locator
Unsurprisingly, the first lever is none other than the website. Founded in the 1990s, the site is not only accessible to all terminals (computers, smartphones) but also offers a wide range of transactional tools: e-commerce ordering with home delivery, “Click & Collect” ordering with delivery at the “drive” sales, but also functionalities such as a “Store Locator”, allowing the brand’s points of sale to be identified on a map, the level of stocks, allowing to choose a point of sale depending on the availability of a product.
2 / Complementary apps with catalog
In addition to the website, all retailers have launched a native application in recent years, on iOS or Android. If these applications can assume the main functionalities of a website (E-commerce, Click & Collect, Store Locator, etc.), they usually offer additional functionalities such as digital catalogues, product scanning or even loyalty. These applications are thus able to accompany the shopper upstream of a visit to a point of sale, but also during their purchases or checkout. Some publishers specializing in promotional offers or loyalty cards also offer “multi-brand” apps with substantially the same functionality.
3 / Referencing in cartographic tools
In addition to the website and applications, retailers are also investing more and more in the main mapping tools. By creating business listings on Google My Business, a merchant can simultaneously appear on Google searches, Google Maps and Waze. Without necessarily having a website, he can mention his address, his hours of operation, take advantage of his customers’ comments, but also present an exchange channel such as Google Business Message. In addition to Google levers, merchants should also not ignore other platforms like Apple Plan, Mappy or social media maps like Snapchat or Facebook.
4 / Messaging: Email and SMS
Generating traffic at the point of sale also requires the use of relational applications such as email and SMS. While “prospecting” email is often equated with spam, all merchants use their customer base to inform them of their promotions and new products. While e-mail shows a decreasing performance, with opening rates around 17%, brands can also resort to “Rich SMS” or “RCS”, channels supported by operators, and benefiting from significantly higher opening rates, oscillating between 70 and 90%. These last two channels can be used to attract your customer base but can also be the target of prospecting campaigns, as long as the media partners have collected an opt-in for this.
5/ Great app
If promoting on these traditional channels does not allow merchants to reach the coverage of historic channels, one of the solutions is to invest in the popular instant messaging applications, used daily by around 20 million French people. In WhatsApp and Messenger, from the META group, it is thus possible to distribute a digital catalogue. And the group is rolling out new tools, like order taking and, tomorrow, no doubt, payment, right in the app. For a retailer, scenarios like Click and Collect will thus be possible, without having to resort to your website or your application…
6 / Portfolio
In addition to instant messaging applications, we can also mention the success of “Wallets”, applications that make it possible to dematerialize transport cards, payment cards or loyalty cards, and which can also become levers for generating traffic at the point of purchase. sale. In a dematerialized card, the merchant can, in fact, present the postal addresses of his stores, links to his website and social networks, but also configure a system of geolocalized notifications, to send a promotion when the holder of the map passes by from a store.
7 / Geolocalized advertising
The last lever is arguably the most powerful, but also the most complex to configure. It asks retailers to rethink their stores’ catchment area (Postal code? IRIS code?, Isometric, Isochronic, bluetooth boxes, customer GPS data?), to transform their catalogs into banners, to segment their potential customers ( brand appetite, type of business, products, etc.) to later buy advertising campaigns reconciling coverage and segmentation. Although CESP has tagged several companies for the segmentation and activation phases, it should only issue the first measurement tags in 2023.
Whether these levers are “Own” (Website, companion app), Earned (email, SMS, Super App, Wallet) or “Paid” (SMS campaigns, geolocated banners), they allow traders to calmly consider the decline of levers traditional. Probably all that remains is to test everything, find the right partners and implement, in good agreement with their own customers, the levers that suit them best.