Less excessive consumption and a possible drop in traffic in certain businesses. The suspension of delivery of paper circulars in several regions of Quebec, due to the strike at Canada Post, could be felt by retailers and, in turn, have an effect on customers’ wallets, estimate specialists consulted by The Press.
Published at 8:00 a.m.
“Circulars play a positive and negative role,” says Christian Désîlets, professor of advertising at Laval University. The positive aspect is that they allow consumers to find deals and not remain captive to the same businesses. The negative side: it is an incentive to consume. Accounting for inflation, everything costs more. If there are fewer incentives to consume, we can expect there to be a drop in traffic in certain stores. This is something that could happen. »
According to Mr. Désîlets, retailers have every interest in increasing their strategies to reach consumers who only swear by paper. Not everyone has converted to online circulars or sites like Glouton, where it is possible to consult deals from several merchants at once. People aged 50 and over, low-income households or even consumers living in regions where the internet connection is unreliable are among those who consult traditional flyers, according to him.
Maryse Côté-Hamel, assistant professor of consumer sciences at Laval University, also believes that the fact of no longer receiving a circular in the mailbox could ensure that certain consumers are less tempted to create needs for themselves. .
The more we look at flyers, the more likely we are to make impulsive purchases or find needs that we didn’t really have. For consumers who will not consult them, it can be a good way to save money, because they are less exposed to products.
Maryse Côté-Hamel, assistant professor of consumer sciences at Laval University
“The concept of promotion works well in marketing because there is a deadline for the discount, which means that it creates a kind of pressure to purchase,” she adds.
Concentrate your purchases
If it is true that people, flyers or not, must continue to eat three times a day, and therefore still go to the supermarket, Professor Désîlets points out that other types of businesses also produce flyers. Canadian Tire is one of them.
What’s more, in the case of grocery stores, consumers who were used to making price comparisons with paper could be inclined, if they no longer have access to them, to wander the aisles of one or two stores instead of visiting four, according to Christian Désîlets. Discount brands could thus benefit from this.
“The advantage of the circular is that it stimulates competition,” he explains. If competition is less public, consumers will naturally tend to reduce the number of stores they visit when shopping. »
Trader Strategies
Since last week, several retailers have been trying to redirect paper regulars to their online flyers so that they can take advantage of discounts.
“Postal strike: consult the IGA circular online! », We could read in the newsletter sent by the food retailer last week. Super C also sent a message to encourage its customers accustomed to paper to switch to the web: “Our circular, faster by email than by post. »
On its site, Canadian Tire also published a message inviting consumers to turn to the online flyer. “The Canada Post strike could have an impact on the delivery of flyers and orders. View our online flyer and consider in-store pickup. »
“For several years now, the digital flyer has played a central role in promoting weekly offers at IGA,” says Anne-Hélène Lavoie, head of corporate affairs at Sobeys (IGA). However, it is obvious that, in the current context, our distribution strategy on our digital platforms is even more important to ensure we reach as many people as possible. »
As for Metro, the head of communications, Geneviève Grégoire, confirms that “online flyers have a good consultation rate – and we are seeing a significant increase in traffic these days”.
A service offered in certain locations
Despite the Canada Post strike called on November 15, some consumers continue to receive voicesthe circular sheet produced by TC Transcontinental, which has replaced Publisac since February. “While waiting for Canada Post to resume its activities, we would like to inform you that a partial distribution of raddarMC will be maintained in certain regions of Quebec, thanks to our close collaboration with logistics partners who ensure delivery,” we can read on the website of voices. According to TC Transcontinental, nearly 700,000 copies have been distributed. Beloeil, Brossard, Joliette, Trois-Rivières, Granby and Sherbrooke are part of the list. Several regions such as Saguenay–Lac-Saint-Jean or Bas-Saint-Laurent do not appear there, just like Montreal and Quebec.
