In an increasingly digital world, print brochures are taking on a whole new meaning in customer communication. The many advantages of print offer unique synergies which, in combination with digital media, represent a real success booster.

And yet advertising brochures are currently under pressure. For a long time, they were an indispensable part of retail communication, but now some retailers are publicly positioning themselves against brochure distribution - and are receiving some approving nods from the marketing world. Critics claim that the digital world has made print brochures redundant as consumers increasingly rely on digital information. However, this view fails to recognize how important printed brochures continue to be and that they still play a significant role in the communications landscape.

Goodbye gut feeling, hello market research!

We tend to draw conclusions from ourselves about everyone else - in other words: If we don't read brochures, we often think that nobody uses them anymore. But such assumptions are often wrong. Studies show that digital media is often overestimated and print media underestimated.

It is therefore important to think outside the box and look at the actual use of brochures by consumers. Market research provides us with the data we need to break down preconceptions and recognize the true importance of print brochures in marketing. After all, what really counts is what customers really think and do.

Advertising no thanks? Oh yes, please do!

A common argument against leaflet advertising is the number of people who refuse to receive advertising, who use "No advertising please" stickers on their letterboxes to indicate that they do not wish to receive leaflets. The exact number of these households varies greatly - in large urban areas, the rate can be as high as 80 %, while in rural areas it is often only a few percent. However, 20% of those who refuse advertising are actually still interested in advertising offers that they receive via inserts in daily or weekly newspapers. In addition, 11% state that they receive print brochures but do not read them. (Source: best for planning 2023 (basis: German-speaking 14+ year olds, 30,086 interviews = 70.08 million)

Brochures are part of multichannel publishing

Market research studies clearly show that brochures are deeply rooted in everyday life and are often perceived as a useful service, not just as advertising. They provide important information about special offers and are just as familiar as the weather forecast or the garbage collection service.

According to the IFH Media Analytics brochure monitor (February 2024), 20% of Germans use printed brochures daily or several times a week and a further 40% access them once a week. In total, 60% of Germans are regular brochure users. These figures remain stable, even in economically uncertain times, as many consumers value the information provided by print brochures.

Why we all love brochures

For many consumers, brochures are an important part of their shopping routine. Here is a look at the motives behind the use of print brochures:

• Binding nature and comparability: 73% of respondents value brochures as a reliable source of information for current offers, while 70% use them to compare different offers.
• Purchase planning and assistance: 68% find that brochures help them to plan their shopping, and 59% use them to make decisions on the spot when shopping.
• Saving money: 64% of consumers consider brochures to be useful for saving money as they provide clear information about special offers.
• Targeted expenditure: 62% say that brochures help them to spend their money in a more targeted way.
• Inspiration: 53% use brochures to discover new products.

Despite the digital competition, 40% of brochure users have bought more and different products after studying the offers. A study by IFH Media Analytics confirms that three quarters of consumers not only want more special offers, but also more advertising. Brochures remain relevant because they respond to the needs of consumers: informing, planning and saving.

Print brochures and their role in the customer journey

The Customer Journey describes the path that a customer takes from the first perception of a product to the purchase. Print brochures play various roles in this process:

• 43% of consumers discover providers through brochures that they would otherwise pay less attention to.
• 47% are inspired by brochures about new products and try them out.
• 48% use brochures as inspiration for new products.
• 74% find brochures particularly useful when searching for offers.
• 63% use them to better plan their purchases.
• 68% appreciate the binding information on current offers.
• 65% use brochures to compare different offers.
• 28% can find detailed product information in brochures.
• 55% brochures help with the selection in the store.

Print and digital: the advertising dream team

Digitalization has revolutionized retail, but print brochures remain relevant. While digital channels are becoming increasingly important, printed brochures complement them with their tangible and familiar nature. Consumers use both media: digital channels for quick information and print brochures for detailed offers and comparisons.

The digital landscape for shopping information is diverse, from retailer websites and apps (30% and 34% use weekly respectively) to email newsletters and social media. Online brochure websites and apps in particular reach more than half of consumers.

Despite the increase in online usage - 85% use online brochures, compared to 45% in 2016 - the printed brochure remains important. 96% of consumers still read printed brochures. Print-only usage has decreased from 55% to 16%, while online-only usage has increased from 2% to 6%. 78% use both printed and digital brochures, which underlines the "hybrid use".

Digital channels from a consumer perspective
Printed brochures remain in high demand despite the digital revolution. According to an IFH study from the fourth quarter of 2023, 76% of consumers rate printed brochures and 81% in-store advertising as the best sources of information for food offers. Digital channels such as brochure websites and online presences are less popular (59% and 58% respectively).

A survey conducted by the Allensbach Institute for Public Opinion Research in 2021 shows that 71% of respondents prefer printed brochures, while only 16% favor digital versions. Even the youngest respondents (aged 16 to 29) showed a slight preference for printed brochures. The classic brochure remains indispensable for many.

The value of brochures in retail

For many retailers, brochures are still a proven tool for increasing sales and customer frequency. Although there is a lack of comprehensive studies that provide concrete figures, practical experience shows that brochures are firmly anchored in the marketing strategy. However, as printing and distribution costs rise, questions arise as to whether the use of print brochures is still justified. Digital brochures could be just as effective in the long term if they achieve a comparable reach.

Studies from Germany and abroad show that brochures can significantly increase sales - often by 15 to 25 percent. Discount campaigns in particular have a major impact. Brochures not only promote sales, but also strengthen brand loyalty and increase the willingness to buy. Own brands often benefit more than branded products. Overall, brochures remain an effective means of promoting sales and customer loyalty.

The consequences of dispensing with brochures
The discontinuation of printed brochures at large retailers such as REWE and OBI has caused a stir. Many customers are noticing the absence and have a negative opinion of it. Around half of those affected miss the brochures and visit the stores less often. Doing without brochures brings with it complex challenges, including the balance between cost savings, environmental aspects and possible loss of sales.

Green advertising: focusing on the sustainability of brochures

In times of growing environmental awareness, the question arises: How environmentally friendly are printed brochures really? Even if it is often assumed that digital media are the better choice for the environment, the reality shows that brochures are definitely more environmentally friendly than their reputation. We have already addressed this topic elsewhere, because: Print is sustainable.

Print transformation: additional value for the future

Unpersonalized mass brochures do not use all technologies to make the print product even more valuable for users. This is precisely where advertisers should rethink their strategies. Does it make sense to completely omit one media channel, or would it not be more desirable to consider how this channel can be used more successfully as part of multichannel publishing? The graphic arts industry offers numerous opportunities not only to improve print products, but also to position them as a more desirable medium. In addition to various personalization and individualization options, there are perfect ways to respond individually to customers without having to create every brochure manually. Programmatic print makes it possible - fully automated processes that combine all the advantages of modern print communication. And if you then think about dovetailing the print and digital channels better - for example through individualized media bridges - the success can be even greater.

Want more background?

If you want to delve deeper and find out even more details, take a look at the egro media group's dossier. It offers lots of exciting insights and comprehensive information about brochures and their place in modern advertising.