Canadian Retailer - Winter 2015 - 32

RETaIl advERTIsINg

Frequent Flyers

digital marketing is on the rise, but the life-and
effectiveness-of the paper flyer is far from over
BY STUaRT FoXMaN
aT her empire Club speech in Toronto in Novem-

ber 2014, Shelley Broader of Walmart was asked
about the importance of print versus digital flyers.
an audience member suggested that given print
budgets, common sense would dictate that e-flyers
will soon replace paper.
Broader, President and Ceo of Walmart eMea
(which includes responsibility for Canada), shared
an anecdote from her days running Michaels, the
crafts store. Before coming to Canada, she had almost 20 years of retailing experience in the U.S.
There, paper flyers were being cut back, viewed as
"birdcage liner", said Broader.
She had the notion to slash flyers in Canada in
half-and when she did she saw sales at Michaels
just about cut in half, too. Broader learned an invaluable lesson about the Canadian market. Companies may transition away from paper flyers eventually, but Canadian consumers remain attached

32 |

caNadIaN RETaIlER | Winter 2015

to those sheets. and, so do retailers.
in fact, a recent survey conducted
by Canada's Flyer distribution Standards association (FdSa) reports
that the average Canadian household
receives upwards of 100 flyers per
month-that adds up to over 16 billion
hard copies a year.
"Printed flyers still play a significant role in the consumer's path to purchase, and are simply not going away,"
says Peter kvarnstrom, President,
Community Media at Glacier Media
Group in Vancouver, and head of the
FdSa's research committee.
With digital quickly supplanting
paper in other forms of media, what accounts for the enduring popularity and
power of the traditional retail flyer?



Table of Contents for the Digital Edition of Canadian Retailer - Winter 2015

Publisher's Desk
Retail Currents
Retail: At Issue
Steeped in Success
Tips to Market on a Budget, Part 1 of 2: Digital Outreach
Celebrating 50 Years of Relevance and Growth
Frequent Flyers
Marketing to Millennials
CANEX: Extending Support through E-Commerce
Advertiser's Index
Retail Quick Tips
Canadian Retailer - Winter 2015 - cover1
Canadian Retailer - Winter 2015 - cover2
Canadian Retailer - Winter 2015 - 3
Canadian Retailer - Winter 2015 - 4
Canadian Retailer - Winter 2015 - 5
Canadian Retailer - Winter 2015 - Publisher's Desk
Canadian Retailer - Winter 2015 - 7
Canadian Retailer - Winter 2015 - Retail Currents
Canadian Retailer - Winter 2015 - 9
Canadian Retailer - Winter 2015 - 10
Canadian Retailer - Winter 2015 - 11
Canadian Retailer - Winter 2015 - Retail: At Issue
Canadian Retailer - Winter 2015 - 13
Canadian Retailer - Winter 2015 - 14
Canadian Retailer - Winter 2015 - 15
Canadian Retailer - Winter 2015 - Steeped in Success
Canadian Retailer - Winter 2015 - 17
Canadian Retailer - Winter 2015 - 18
Canadian Retailer - Winter 2015 - 19
Canadian Retailer - Winter 2015 - 20
Canadian Retailer - Winter 2015 - 21
Canadian Retailer - Winter 2015 - 22
Canadian Retailer - Winter 2015 - Tips to Market on a Budget, Part 1 of 2: Digital Outreach
Canadian Retailer - Winter 2015 - 24
Canadian Retailer - Winter 2015 - 25
Canadian Retailer - Winter 2015 - 26
Canadian Retailer - Winter 2015 - 27
Canadian Retailer - Winter 2015 - Celebrating 50 Years of Relevance and Growth
Canadian Retailer - Winter 2015 - 29
Canadian Retailer - Winter 2015 - 30
Canadian Retailer - Winter 2015 - 31
Canadian Retailer - Winter 2015 - Frequent Flyers
Canadian Retailer - Winter 2015 - 33
Canadian Retailer - Winter 2015 - 34
Canadian Retailer - Winter 2015 - 35
Canadian Retailer - Winter 2015 - Marketing to Millennials
Canadian Retailer - Winter 2015 - 37
Canadian Retailer - Winter 2015 - 38
Canadian Retailer - Winter 2015 - 39
Canadian Retailer - Winter 2015 - CANEX: Extending Support through E-Commerce
Canadian Retailer - Winter 2015 - 41
Canadian Retailer - Winter 2015 - 42
Canadian Retailer - Winter 2015 - 43
Canadian Retailer - Winter 2015 - 44
Canadian Retailer - Winter 2015 - Advertiser's Index
Canadian Retailer - Winter 2015 - Retail Quick Tips
Canadian Retailer - Winter 2015 - cover3
Canadian Retailer - Winter 2015 - cover4
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