Food retailers spend over 10m euros on brochures

The battle for clients is costing food retailers ten million euros annually, money invested in promotional catalogues distributed in mailboxes, according to ZF calculations.

Hypermarkets have the most aggressive promotional policies, as their brochures can reach circulations worth more than 2 million euros weekly. To attract 10,000 people every day, a hypermarket distributes catalogues in some 50,000 mailboxes every two weeks.

As last year the big retailers fought the price battle, mailboxes are now full of such materials, which can, in some cases, can reach up to 50 pages.

Retailers say that some clients come to the store looking for a specific product they saw in the catalogues.