In times of containment, Monoprix puts paper back at the heart of its communication. In mid-April, the company, which in 2019 abolished its paper catalogues distributed in mailboxes, launched "?Brèves from Monoprix?", a gazette "?conçue especially to make the waiting time at the entrance to magasins? more pleasant".
"?Brèves from Monoprix?" was designed with the communication agency DDB and is distributed every Friday in all of the company's stores in France. There are several sections: editorials, questions and answers, anecdotes, interviews, games, recipes, etc. For example, the issue from April 24 to April 1, 2010 is available in French only er mai features several tricks to make your lily of the valley lily of the valley last or an interview with a producer.
An initiative that could perdurer??
Will the gazette survive the end of confinement?? Nothing is set in stone, this new "?lien?" between the brand and its customers could survive, explains François-Xavier Germain, director of identity and brand Monoprix, in an interview with CB News magazine. He adds being very "?attentif?" to the printed paper.
Part of the gazette (which is in A4 format) includes cut-outs and colouring for children. This reuse illustrates the group's environmental approach," underlines François-Xavier Germain in the interview.
It is with the same environmental argument that Monoprix justified last year the abolition of paper catalogues distributed in letterboxes (they are now only available in stores or in digital version).
Monoprix had then cited the Human & Green Consultants study for Bonial, which estimates the ecological impact of the digital prospectus to be 14 times less than that of paper.
