The company is highlighting its desire to reduce its environmental footprint, by limiting the use of paper for its advertising media. However, this decision also responds to economic constraints: the rising cost of paper and distibution, and the "Oui Pub" experiment, have pushed Carrefour to accelerate its transition to digital. Nonetheless, the environmental impact of digital, particularly in terms of data hosting and datacenter energy consumption, remains an open question.
Impact on the advertising print industry
Carrefour's decision to stop distributing leaflets is not without consequences for printers and distributors of printed advertising materials. The graphic paper sector has been in decline for several years, and this decision could accelerate the trend. The "Cercle d'Alliés", an association of players in the advertising print sector, points out that this transition risks weakening an industry that has nevertheless invested in recycling and eco-design.
According to industry representatives, a balance between digital and paper media would be more appropriate. Paper benefits from a high recycling rate in France (76.2% in 2023), while digital advertising relies on energy-intensive infrastructures that are difficult to recycle.
A change in consumer habits
With this transition, Carrefour is relying on digital media to reach its customers. In particular, the brand is promoting its mobile application and digital channels for the dissemination of promotions. However, some consumers remain attached to the paper format, particularly the elderly or those with limited access to digital tools.
Initiatives such as in-store catalogs aim to compensate for the absence of leaflets in letterboxes. However, the figures show that leaflets remain an important purchasing tool: 55% of French people say they use them to plan their shopping.
A sector-wide trend
Carrefour is not the first retailer to make this decision. Cora, acquired by Carrefour in 2023, had already put an end to paper leaflets in January 2023, followed by E.Leclerc in September of the same year. Other chains such as Lidl and Franprix are gradually reducing their reliance on paper.
However, a number of European retailers have reversed their decision after observing a drop in store traffic. Lidl, for example, after testing the discontinuation of leaflets in the UK and Slovakia, has reversed its decision. In Germany and the Netherlands, several chains have also relaunched their paper campaigns.
An uncertain future for paper advertising
While paper advertising seems to be on the wane, its impact in terms of effectiveness and visibility for retailers remains a central issue. The transition to digital also raises questions about the concentration of the advertising market to the benefit of web giants (Google, Meta, Amazon), which could weaken traditional retailers, after having weakened the press.
The future of commercial advertising will undoubtedly involve a balance between digital and paper, with more targeted, eco-designed distribution of print media. For Carrefour, this strategic shift is a key step in its digitalization plan, but its long-term effects on purchasing behavior and customer loyalty remain to be seen.
