Plug'Heur supports the “Zero Prospectus” strategy in mass distribution

In 2023, supermarkets and retailers launched the “Zero Prospectus” operation in order to meet several economic, environmental and social challenges. This initiative represents an awareness of the impact of advertising brochures on the environment, while seeking to improve customer experiences and modernize business practices.

Launch of the “Zero Leaflets” strategy in mass distribution (GMS)

First of all, the “Zero Leaflets” operation aims to reduce the consumption of paper, a precious natural resource. Each year, millions of advertising flyers are distributed in letterboxes, generating a considerable amount of paper waste. By eliminating these paper supports, supermarkets and retailers want to limit their ecological footprint and contribute to the preservation of the environment. By adopting more sustainable practices, these economic players are meeting the growing expectations of consumers in terms of environmental responsibility.

Second, the “Zero Leaflets” operation is part of a desire to improve the customer experience and adapt to new consumption patterns. In the digital age, consumers are increasingly connected and looking for information online. Supermarkets have understood the importance of digitizing their promotional offers and making them accessible via mobile applications or dedicated websites. This transition not only makes it possible to reduce paper waste, but also to offer personalized and targeted promotions, thus meeting the specific expectations of each consumer. New technologies also offer the possibility of collecting data on purchasing habits, allowing retailers to better understand the needs of their customers and to adapt their offer accordingly.

The “Zero Prospectus” reinvents the commercial practices of mass retailers

The “Zero Prospectus” operation is part of a logic of simplifying and modernising commercial practices. The distribution of brochures represents significant costs for supermarkets and retailers, both in terms of production and distribution. By opting for the digital distribution of promotional offers, distributors can make significant savings and reinvest these resources in other areas, such as improving products and services, or even the remuneration of their staff. In addition, this transition to digital technology makes it possible to optimize logistics processes and reduce the time it takes to update promotions. Retailers can thus be more responsive and offer updated offers in real time, thus offering a better shopping experience for consumers.

Plug'Heur supports the “Zero Prospectus” strategy of mass retailers

Plug'Heur telephone charging stations make it possible to collect the consent of customers in stores to make them come back and increase the recurrence of their purchases. Collecting the opt-in is indeed essential to be able to launch SMS marketing campaigns, one of the levers offering the best return on investment.

“According to a Médiametry study, 95% of people who receive a text message read the message in its entirety. When compared to the opening rate of an email, the difference is huge,” says Nicolas Ruchon, consulting director for Wellpack.

Plug'Heur offers charging stations for telephones in supermarkets to allow them to thus allow shops and shopping centers to quickly and easily replenish their databases. With, as a bonus, the guarantee of increasing the satisfaction of their customers. The numbers speak for themselves: since 2021, 63% of charging service users want to share their information with stores.

“Plug'Heur terminals now generate more than 200,000 opt-ins annually in equipped stores.” Arthur Lothaire, CEO at Plug'Heur

In conclusion, the “Zero Prospectus” operation launched by supermarkets and retailers in 2023 is motivated by several factors. On the one hand, it is a question of responding to environmental challenges by reducing paper consumption and limiting waste. On the other hand, it is a question of adapting commercial practices to the new expectations of consumers, who are increasingly digitizing by adopting Drive-to-Store strategies.

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