On 17 January 2022, French supermarket chain Carrefour will stop distributing unaddressed advertising catalogues in Paris and Lyon. With this initiative, the retailer wants to combat waste.
Digital alternatives
In the future, the retailer wants to keep its customers informed about promotions and offers via digital channels as much as possible. On the Carrefour website, they can indicate how they want to receive the leaflets (e-mail, sms, WhatsApp,…). Those who expressly wish to do so, can still opt for the paper version: this will then be sent by post. The leaflets will also continue to be available at the entrance to the stores.
According to the supermarket chain, too many advertising folders end up directly in the waste paper basket or in the rubbish bin. The retailer wants to put an end to that waste and gradually introduce the new system throughout France.
Test projects
As a test, Carrefour already scrapped paper catalogues in Lille and Soyaux. In the cities, a large majority was in favour of digital folders, but in more rural areas many customers were still very attached to the paper folders.
The future of the paper catalogue is a current topic in France. Supermarket chains Système U and Auchan, among others, have already set up pilot projects to digitise their advertising leaflets and reduce their physical distribution.
