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th ei fp .c a Th e IF P -H al to n H ill s | T hu rs da y, M ay 14 ,2 02 0 | 20 The COVID-19 pandemic has disrupted almost every aspect of our lives. With non-essential business shuttered or limited to curbside sales, retail flyer advertising has also fallen victim as evidenced by newspapers usually brim- ming with circulars now as thin as our social calendars. While consumers fret about the future of their be- loved retail ad inserts in- dustry experts are optimis- tic. Thornhill resident Rena- ta Richardson is a flyer dev- otee. "I review the grocery and pharmacy ads and sort them by need and seasonal interest," she said. "The fly- ers are the basis for my shopping list and for family and client meal planning." Since the pandemic flyer content has dropped by 75 per cent. As such, she has gone online to favoured re- tailers. "Searching the Internet isn't the same as having a flyer in front of you," she said. "I like to take a physi- cal flyer to the store, espe- cially for price matching. It can be awkward doing that online. "If there are fewer print flyers in the post-pandemic world I'd adjust, but I'd be very disappointed." Aurora banker Alicia Andrus concurs. "I like the convenience of fanning the flyers and looking for the best brands and prices. It's easier than jumping from website to site. I really hope all the fly- ers return. I particularly feel for seniors who can't navigate or access the inter- net." Star Metroland Media retail and flyer sales vice- president Lisa Orpen is bullish on what lies ahead for flyers based on consum- er research. Many like the tactile ex- perience of exploring flyers in large format free from "screen time," she said, add- ing that saving money on weekly shopping gives peo- ple a sense of pride. "It's not all about the deals, it's about discovery of new products. You don't need to leave the comfort of your own home to have a window-shopping experi- ence." COVID-19 has changed retail habits and consumer behaviours, she said. With- in the home improvement category, for example, some retailers have postponed flyers out of concern that curbside pickup can't be ad- equately fulfilled. "That's a precautionary strategy to not disappoint consumers." Consumers remain pas- sionate about flyers and re- tailer analytics confirm the power of the medium, she said. "Simply put, flyers are the strongest driver of store traffic for many retailers. They like the mass reach with the ability to target households according to lo- cation, sales data and demo- graphics including income, age and lifestyle beha- viours. It's no longer spray and pray. In the marketing world, measurement is key." Retailers have a major stake in print and digital ad- vertising yet print will re- main vital, said Steve Acland, president of Geo- media, an analytics-driven geomarketing company fo- cused on consumer beha- viour and media planning and buying. While pandem- ic era flyer volume has dropped for more than 12 million Canadian house- holds, he predicts retailers will reevaluate post CO- VID-19 ad tactics. "There will be changes for weighing print and digi- tal," he said. "Will it be dras- tic? No. The majority of re- tailers will creep back into the new normal, some ac- celerating to digital for some consumer areas." Print flyers will survive based on sophisticated data confirming their effective- ness, Acland said. "Flyers have many posi- tives," he said. "They come to your door. Some consum- ers' financial situations will change post pandemic. They will shop for sales. If retailers stop producing fly- ers it looks like they are abandoning the customer or that they're not open." If Canada suffers a post- pandemic economic down- turn, flyers will endure, said Fusion Retail Analyt- ics president Joe Thacker. "In a recession typically flyer readership goes up," he said. "Having a weekly conversation with your cus- tomer is more important than ever." FLYERS POISED TO MAKE BIG COMEBACK IN POST-PANDEMIC WORLD While consumers fret about the future of their beloved retail ad inserts, industry experts are optimistic. Catherine O'Hara/Torstar CHRIS TRABER NEWS Visit www.jodiemcgucken.com • jodie@jodiemcgucken.com $1,425,000 Wonderful layout for this 3211 sqft home with fabulous views of greenspace, stunning backyard oasis with salt water pool, waterfall, diving rock and cabana bar. Walkout finished basement. Renovated kitchen with quartz counters and main floor office. 30 Bowman Street, GeorGetown Never miss a deal with your shopping list on Save.ca. Selected items are sorted by store, making your day- to-day shopping experience a real money saver. 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