Why App-Only Deals Are Replacing Paper Sales Flyers

A shopper navigates a smartphone application down a supermarket aisle. Industry analysis shows that major grocery retailers are aggressively phasing out traditional print circulars in favor of digital-only promotions, a strategic pivot that allows chains to leverage real-time consumer data while requiring shoppers to download proprietary apps to access the lowest advertised prices. Shutterstock

Walking into a grocery store used to mean grabbing a colorful paper flyer from the front entrance. Those printed sheets were the gold standard for finding the best weekly deals and planning your meals. Today, many chains are phasing out paper ads in favor of exclusive offers found only within their mobile apps. This change forces shoppers to navigate digital interfaces to get the same prices they once found on a simple piece of paper. Let us look at why retailers are making this aggressive digital shift.

The Cost of Traditional Printing