Hypermarkets leave over 800,000 euros at clients' doors each month

Hypermarkets are the most aggressive retailers in terms of promotion, with annual budgets of over one million euros for the printing and distribution of product catalogues. The largest food store catalogues have 50 pages and promote around 500 of the 40,000-60,000 items displayed in a hypermarket. The circulation record is held by Kaufland, weekly distributing 2.2 million promotional magazines in 50 cities. By comparison, the circulation of the best-selling newspaper of Romania amounts to around one million copies. Retailers say the distribution of catalogues at clients’ doors is the most important promotion method and has the advantage of low costs. “The average cost of a A4 48 page catalogue with a circulation of one million copies stands at 80,000 euros,” states the manager of a printing house. Considering major hypermarket chains have a bi-monthly catalogue distribution frequency, a top hypermarket operator can be estimated to spend almost two million euros per year to print catalogues.