Italian grocery retailer Pam Panorama has taken some of its flyers online, using the platform Doveconviene to advertise its deals to shoppers.
It has reduced investment in the printing and distribution of flyers by between 10% and 15% in some areas, and has opted to reinvest 50% of this budget in DoveConviene, an online digital flyer platform.
Twelve months of tests verified the effectiveness of the service, and showed that in-store traffic and turnover was not affected by the switch.
The analytics portion of DoveConviene enables retailers to gain insight on flyer consultation, localisation of readings, and insights on shoppers themselves, useful for developing targeted marketing and communication strategies.
An estimated ten million consumers use DoveConviene in Italy. Food retailers Conad and Esselunga have also adopted the platform.
DoveConviene is part of ShopFully Group, a digital platform frequented by over 20 million users worldwide.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.
