Does the supermarket flyer belong to the past? Absolutely not! But a single format is no longer enough.
In fact, 80% of Italians say they use flyers at least occasionally to decide where to shop based on available promotions, while nearly one in four Italians report using them every time. Flyers therefore remain an essential communication channel for retailers, but they must reach customers through the most appropriate format.
When it comes to format, digital flyers are more popular among younger consumers (and among more digitally savvy groups such as entrepreneurs, executives, and office workers), although overall they are still used less frequently than printed flyers. Conversely, preference for the printed format increases with age, with the highest incidence of traditional flyer users found among people aged 55 to 74.
Through our research on grocery shopping and large-scale retail distribution (GDO), we have gathered and explored a wide range of insights, presented in our dedicated report. If you would like to receive a copy, please contact us at info@peperesearch.it (report available only in Italian).
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