In an era dominated by smartphones, apps, and digital ads, one might wonder if those colorful, printed flyers announcing weekly deals known as grocery circulars still holds any relevance. After all, with a click of a button we can easily access a world of information, compare prices and even have our groceries delivered to our doorsteps. So, are grocery circulars a thing of the past, or do they still serve a valuable purpose in today’s high-tech world? In this week’s blog we’ll explore this in more detail.
While there has been a strong digital shift post-pandemic, many shoppers still prefer print circulars and still rely on printed ads to inform their purchasing decisions. More than 8 in 10 shoppers frequently check circulars for weekly grocery deals. For many shoppers, the routine of picking up a circular at the store entrance or receiving it in the mail is ingrained in their shopping experience. In fact, one of the biggest advantages of grocery circulars is their tangibility. Having a physical copy allows consumers to easily review different grocery sections, mark items, and make notes. Printed materials, like circulars in stores or received in the mail, have been shown to take 21% less cognitive effort to process compared to digital marketing.
While many people have begun to embrace the shift towards digital tools for daily activities such as shopping, not everyone is plugged into the digital ecosystem. Not all consumers are digitally savvy! There are still many shoppers especially in rural areas or older demographics, who still rely on printed circulars. It’s important to keep in mind that not all individuals have consistent access to the internet or the inclination to navigate digital apps. Older adults, in particular, may not be as comfortable navigating apps and websites to find the best deals. For them, grocery circulars are a reliable source of information. They can easily flip through pages, spot deals, and plan their shopping trips without needing to rely on technology. This accessibility is crucial in ensuring that everyone has access to savings, not just those who are tech-savvy.
Grocery circulars have demonstrated time and time again to be one of the most effective marketing strategies, even as the competition continues to evolve, and the landscape continues to change. Weekly circulars play a pivotal role in shaping shopping decisions, with 66% of consumers scouring circulars, promotions, and discounts before heading to the store. Remarkably, research reveals that 87% of shoppers are engaging with circulars as much as, if not more than, they did a year ago. As food prices continue to rise, 40% say they are spending more time reading mailed marketing and promotions, emphasizing the continuing importance of print circulars in capturing consumer attention and driving sales. So, as you can see, it can still be a risky bet to eliminate the circular. In fact, even reducing your grocery circular budget by even 5% could end up costing you lost sales that cannot be regained through other media.
The future may be digital but print still holds its own. While print circulars remain a crucial component, finding the right balance between traditional and digital media has become a challenge. Some brands and grocers have made the mistake of overemphasizing digital media at the expense of print, leading to a decline in customer shopping trips. This is why striking a balance between varying circular preferences is vital for creating effective marketing strategies. It’s vital to embrace a multichannel approach that can meet customers at every touch point.
So, are grocery circulars still relevant in the digital age? The answer is a resounding yes. While digital tools offer convenience and additional features, the traditional grocery circular continues to play a vital role in the shopping habits of many consumers. By blending the old with the new, grocery stores can cater to a diverse customer base, ensuring that everyone—from the tech-savvy millennial to the unplugged senior—can enjoy the benefits of great deals and savings. In the end, it’s not about choosing one over the other, but about providing options that suit all preferences.
Navigating the nuances of grocery circulars requires expertise, and that's where NEMA Associates Inc. excels. As a seasoned agency with over 30 years of experience working closely with local and franchise supermarkets, and specializing in retail advertising and services industries, our expertise has enabled us to curate the right tools that will ensure your customers continue choosing your store for their shopping needs. Whether you're looking to get help with printed grocery circulars or are looking to create a multichannel approach to your grocery circulars, consider hiring us to achieve your goals as here at Nema we are all about solutions!
