While inflation is hitting the wallets of many French people hard, the Milee group is launching a weekly whose aim is to help save money. It is available in digital format and… in paper format.
baptized 150 eurosthe publication is as much in its time of economic challenges as it is against the current of ecological concerns and trends in the advertising sector.
An attractive concept for both consumers and retailers
What if you could save up to €150 every week? This is what this new weekly offers, which has already won 1.4 million subscribers in just over a month. Free, the publication offers various tips and tricks to save more, articles on purchasing power, but also testimonials from consumers, regardless of their social background or age.
The Milee group, which specializes in the distribution of promotional leaflets, has invested several million euros in this project for which it has great ambition. Indeed, Eric Paumier, founder and director of the publication, hopes to reach 12 million subscribers by 2024. To do this, the weekly should maintain the same rate of new subscriptions. Extravagant? Maybe not.
To be profitable, the publication offers promotions for local businesses. Among its partners, it has major retail brands such as Bureau Vallée, Mr Bricolage, Truffaut, or la Foir’Fouille, but above all big names in the food industry such as Carrefour, Intermarché, Aldi, Cora, Auchan, Système U or E .Leclerc. A real success that gives it credibility and appeal in the eyes of many consumers
Beyond the immediate economic interest for these, Milee also highlights other economic advantages of its concept. The company explains, in fact, that by grouping several paper prospectuses into one, its partners achieve considerable savings. Which is not negligible for a sector that has known the end of its golden age for several years.
What do you mean, catalogs in paper format in 2023?
According to Eric Paumier, this pooling would have a second positive effect. By pooling catalogs and making it possible to target potentially interested consumers more directly, his company should make it possible to reduce paper consumption. Especially since, according to him, this format is not as polluting as one might fear, provided the right channels are chosen and recycling is promoted. However, in view of current ecological concerns, one may wonder whether 150 euros still remains believable.
Subscribers seem to answer in the affirmative. Half of them chose the paper format rather than the digital format. Contrary to the trend observed in the written press, the French still seem as attached to the advertising that arrives in their mailbox. However, distributors are responding to the ecological concerns of their customers by gradually ceasing to publish physical catalogs. Like E.Leclerc, who is saying goodbye to the paper format next September, but especially Monoprix, who has abandoned this advertising medium since 2019.
The latter highlights the advantage of digital, which makes it possible to target customers more effectively by offering them personalized offers and by sending them push notifications from the smartphone application. Other brands are following suit, especially since many of them are already experienced in this method, in particular thanks to their drive or home delivery services, which operate mainly online.
However, all digital remains inaccessible for many people, especially the elderly. Whether 150 euros is aimed at all ages and all social classes, it would be hardly surprising to see seniors subscribe en masse, those who have been attached to this format for decades. Can we really blame them?
Source : Le Figaro
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