Canadian Retailer - The Marketing Issue - 23

HEALTH OF THE FLYER

85%

Flattened flyer
(same as butterflies)

Percentage of Canadians who
actively look for deals.

The number of coupons that will
be redeemed worldwide in 2019,
compared to 16 billion in 2014.

71%

Percentage of shoppers likely to visit a
retailer who sent them a flyer.

1 in 4 shoppers prefer to
look at flyers online.

Future of flyers

It's hard to say how flyers will evolve.
Fraser says Canadians love flyers too much for print to disappear and predicts printed flyers will evolve into a direct mail piece-fewer pages that
work harder to drive customers to the retailer's digital platforms.
For the near future, print will play a major role in many marketing departments. Sylvain Tremblay, Vice President of Sales
and Marketing at TC Media (Transcontinental), says the
volume of flyers printed with TC has remained consistent,
and major retailers have signed five-year contracts for print
flyers-indicating print is sticking around.
Digital is exciting, and it's hyped. But in the rush to go digital, retailers
shouldn't abandon their print distribution strategies, Tremblay warns. In
recent years, some retailers did shut their print channel and regretted it.
"Print still generates traffic to the store," says Tremblay. "We do more
tests and we continue to see a direct correlation between flyers sent out and
traffic in the stores."
Tremblay says the way forward should be a two-pronged communications
strategy that plays to the strengths of each medium. Retailers will have to
determine if they will use flyers as a short-term vehicle to drive traffic to the
store, or as a long-term investment to build brand awareness.
Henry's, the photography store, has a plan. It will continue to invest in flyers as a way of building awareness and "making a statement in the market,"
says Jeff Tate, Vice President at Marketing. He says he expects a return over
time by telling Henry's story through a range of channels, including flyers.
"The flyer is more important than ever but one element in a bigger strategy," says Tate.
The future of the flyer is digital-and print. Retailers will need to develop
ways to create a bridge between printed and digital flyers, says Mark Zwicker, Senior Vice President of Enterprise Business Development at St. Joseph's
Communications. To get the most of the twin-gun experience, retailers will
need to leverage the unique strengths of both. But with the advantages of
digital, Zwicker says the printed flyer needs to prove itself again.
"Print has to work harder."

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THE MARKETING ISSUE

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Table of Contents for the Digital Edition of Canadian Retailer - The Marketing Issue

Publisher’s Desk
Retail Currents
Under the Banner
Retail: At Issue
Canada Post Wins Prestigious ‘Retail Innovation’ Award
Read a Flyer: Read a Consumer
Millennial Engagement
The Alliance With the Mostest
Evolving With the Times
Social Nation
Marketing to Millennials— Every Segment of Them
Big Data Represents Big Opportunities for 21st Century Retail
Advertisers’ Index
Canadian Retailer - The Marketing Issue - Intro
Canadian Retailer - The Marketing Issue - cover1
Canadian Retailer - The Marketing Issue - cover2
Canadian Retailer - The Marketing Issue - 3
Canadian Retailer - The Marketing Issue - Publisher’s Desk
Canadian Retailer - The Marketing Issue - 5
Canadian Retailer - The Marketing Issue - 6
Canadian Retailer - The Marketing Issue - Retail Currents
Canadian Retailer - The Marketing Issue - Under the Banner
Canadian Retailer - The Marketing Issue - 9
Canadian Retailer - The Marketing Issue - Retail: At Issue
Canadian Retailer - The Marketing Issue - 11
Canadian Retailer - The Marketing Issue - Canada Post Wins Prestigious ‘Retail Innovation’ Award
Canadian Retailer - The Marketing Issue - insert1
Canadian Retailer - The Marketing Issue - insert2
Canadian Retailer - The Marketing Issue - 13
Canadian Retailer - The Marketing Issue - 14
Canadian Retailer - The Marketing Issue - 15
Canadian Retailer - The Marketing Issue - 16
Canadian Retailer - The Marketing Issue - 17
Canadian Retailer - The Marketing Issue - 18
Canadian Retailer - The Marketing Issue - 19
Canadian Retailer - The Marketing Issue - Read a Flyer: Read a Consumer
Canadian Retailer - The Marketing Issue - 21
Canadian Retailer - The Marketing Issue - 22
Canadian Retailer - The Marketing Issue - 23
Canadian Retailer - The Marketing Issue - 24
Canadian Retailer - The Marketing Issue - 25
Canadian Retailer - The Marketing Issue - Millennial Engagement
Canadian Retailer - The Marketing Issue - 27
Canadian Retailer - The Marketing Issue - 28
Canadian Retailer - The Marketing Issue - 29
Canadian Retailer - The Marketing Issue - 30
Canadian Retailer - The Marketing Issue - 31
Canadian Retailer - The Marketing Issue - 32
Canadian Retailer - The Marketing Issue - 33
Canadian Retailer - The Marketing Issue - The Alliance With the Mostest
Canadian Retailer - The Marketing Issue - 35
Canadian Retailer - The Marketing Issue - 36
Canadian Retailer - The Marketing Issue - 37
Canadian Retailer - The Marketing Issue - Evolving With the Times
Canadian Retailer - The Marketing Issue - 39
Canadian Retailer - The Marketing Issue - 40
Canadian Retailer - The Marketing Issue - 41
Canadian Retailer - The Marketing Issue - Social Nation
Canadian Retailer - The Marketing Issue - 43
Canadian Retailer - The Marketing Issue - 44
Canadian Retailer - The Marketing Issue - 45
Canadian Retailer - The Marketing Issue - Marketing to Millennials— Every Segment of Them
Canadian Retailer - The Marketing Issue - 47
Canadian Retailer - The Marketing Issue - 48
Canadian Retailer - The Marketing Issue - Big Data Represents Big Opportunities for 21st Century Retail
Canadian Retailer - The Marketing Issue - 50
Canadian Retailer - The Marketing Issue - 51
Canadian Retailer - The Marketing Issue - 52
Canadian Retailer - The Marketing Issue - 53
Canadian Retailer - The Marketing Issue - Advertisers’ Index
Canadian Retailer - The Marketing Issue - cover3
Canadian Retailer - The Marketing Issue - cover4
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