Quelles perspectives de développement pour les prospectus promotionnels des distributeurs?

Sales flyers are intensively used by retailers to communicate their promotions, and reach strategic objectives. In this article, we raise the question of the perspectives offered to this media, while it is facing a shift in retailer strategies, as well as sharp changes in the communication environment (e.g., consumer magazines and electronic devices). Despite retailers have adapted this media to the new competitive rules, the efficiency of sales flyers may be questioned. The profitability of this media is highly determined by the financial contributions of brand managers.