Door drops to become personalised

Sendt av: Ulbe Jelluma 25/02/2017

Within this year it will become clear whether door drops are being personalised per household. A system of personalised door drops, already existing in Denmark, might also become reality in The Netherlands.

The Netherlands is by far the biggest user of door drop leaflets and brochures. Door drops have proven effectiveness, retail chains understand and know to what extend door drops contribute to store traffic and sales. Almost 40% of all households use the brochures to prepare their purchases and 46% regularly buy a product shown in a door drop leaflet or brochure. Door drops continue to deliver a high ROI for retailers.

However, the future of door drops, distributed at every door with the correct sticker, is under pressure in Amsterdam. The Netherlands have a system of opt-out for door drops. The distributors have made stickers available for consumers who do not want to receive door drops or free weekly papers. But last year the city of Amsterdam announced to end door drop distribution altogether. The main reason being an observation that 3 out 10 brochures are thrown away without being read. These data are countered by 53% of the Dutch that would miss the door drops when distribution would stop.

Although the new regulations are not yet effective various stakeholders are now developing alternative systems. First there is an opt-in system, consumers actively choosing to receive their selection of brochures and leaflets. Recruitment of consumers who want to receive personalised door drops has started in Amsterdam. These tests are important as many other Dutch cities are keeping a close eye on the developments in Amsterdam. At a recent Conference in The Netherlands details were presented of this initiative.

Online versions of the door drops also exist offering consumers the selection of brands and a search function. 

The third example of innovation and personalisation is from a Belgian food retailer that uses a personalised mailing to announce its offers. Based upon the buying behaviour of consumers with a loyalty card, Colruyt distributes 2 million unique brochure every two weeks. Contrary to the unaddressed door drops, these brochures are mailed to the consumers. The personalised brochure contains 30 personalised offers and costs three times as much as the non-personalised version. The results are impressive with 2% more consumers using the special offers and a turnover increase of 6%. Convincing arguments for retailers to test this personalised door drop.