By Nick Steggink, Sales Director: Benelux (Read this article in dutch here.)
The history of the print catalog is long and varied, dating back to 1498, to be exact. It has been a marketing strategy staple for centuries, and its tactile nature and ubiquity once made it a dominant marketing channel. However, the publishing and distribution of print leaflets comes with hefty financial and environmental costs, leading retailers to embrace new digital strategies.
The Impact Of Regulation Changes
Changes to the already stringent Waste Management Act (Wet Verbetering Afvalbeheer) in 2025 will put more pressure on retailers to reduce or eliminate their flyer print run. The amendments will focus on reducing waste at the source, which includes:
- incentives to minimize the production and distribution of paper products, including leaflets;
- greater responsibility to reduce the environmental impact of paper leaflets and other printed promotional materials;
- reinforced/extensions of the existing opt-in system for paper leaflets in the Netherlands, and
- the promotion and possible incentivization of digital solutions as an alternative to paper.
This doesn’t just impact the Netherlands. The Improvement of Waste Management Act is deeply rooted in the broader European Union directive for a circular economy — and other countries will soon follow suit. One clear takeaway? The era of indiscriminately printing paper flyers and leaflets is coming to an end.
For retailers, this presents both a challenge and an opportunity. The challenge is adjusting to these new regulations while maintaining customer engagement. The opportunity lies in embracing digital strategies to meet legal requirements and achieve significant cost savings and operational efficiency.
The €7.8M Cost of Sticking to Tradition
In the Netherlands, distributing a single print leaflet to every household costs a retailer approximately €100,000-150,000. When done weekly, this adds up to an astronomical €7.8 million annually. Beyond printing, there are additional expenses: taxes, transportation, and distribution labor. For instance, Belgium imposes significant taxes on paper leaflet distribution, making the return on investment even less favorable.
The hidden cost, however, is flexibility—or rather, the lack of it. With print, decisions about what products to feature need to be made up to 26 weeks in advance. This rigidity makes retailers vulnerable to external factors, from unseasonal weather to sudden economic changes. Imagine a winter catalog filled with snow shovels and heaters landing in mailboxes during an unexpected heatwave.
The Digital Strategies And Innovation Advantage
Switching to digital catalogs isn’t just about aligning with legislation; it’s a smart financial and operational move. Here’s one example: a retailer transitioning to a dynamic digital leaflet can drastically cut design hours. For example, a customer in the Benelux region saved 100 hours weekly just by switching, which translates to approximately €498,000 annually.
Digital formats also remove the complexities of distribution. Instead of worrying about postal delays or physical reach, a digital catalog can be distributed instantly via newsletters, websites, or affiliate platforms. And let’s not forget performance: newsletters announcing new digital leaflets have consistently been among the best-performing campaigns for many retailers.
What truly sets digital formats apart is their flexibility. Unlike print, digital leaflets can be updated in real time. Stock availability, weather changes, or shifts in consumer behavior can all be reflected instantly. Retailers can even implement hyper-personalization, tailoring offers to individual customer preferences or local trends.
Addressing Concerns About Reach And In-Store Traffic
One concern I often hear is whether digital leaflets reduce customer reach or detract from in-store traffic. The data suggests otherwise. Hybrid strategies—combining limited print with robust digital campaigns—allow retailers to cater to both traditional and tech-savvy audiences.
Digital catalogs enhance the in-store shopping experience. Features like wishlists or shopping basket functionalities enable customers to plan their purchases before visiting a store. Some retailers even integrate these tools with WhatsApp, making grocery shopping a seamless and collaborative process.
Designing for Success In The Digital Age
Transitioning isn’t without its pitfalls, of course. It does require investment and adjustment. One common mistake is treating digital leaflets as replicas of their paper counterparts. Designers accustomed to working with print often overlook the importance of mobile optimization—a crucial factor given that 90% of digital leaflet views occur on mobile devices.
To truly succeed, businesses need to embrace digital design’s unique possibilities. This includes dynamic elements, interactive features, and layouts tailored for mobile consumption. It’s not just about moving content online; it’s about reimagining it for a new medium.
The good news is that the cost of switching is rarely a hurdle. If a large national retailer cuts a single week’s print run, they’ll likely cover the cost of switching to a digital solution. Not to mention the reduction of design hours!
A Time for Digital Innovation And Action
The message for retailers in the Netherlands and beyond is clear: digital catalogs are not just a compliance measure or a ‘greenwashing exercise.’ They provide significant cost savings, greater flexibility, and enhanced customer engagement.
The choice is straightforward. Retailers can continue clinging to print strategies, which have high costs and dwindling returns, or they can embrace digital strategies and innovation, staying ahead of regulations while unlocking new opportunities for growth.
At Publitas, we’re proud to support retailers in making this transition. With tools that simplify dynamic content creation and distribution, we’re helping businesses meet today’s demands while preparing for tomorrow’s challenges. We take a full-circle, consultative approach to digital transformation, from A/B testing to optimization to after-sales support, so you’ll have a partner with you every step of the way.
The future of retail is digital. And the time to start is now.
Nick Steggink brings over 10 years of expertise in sales, SaaS, operations, digital transformation, team leadership, product development, and retail. With a proven track record of optimizing performance for commercial and retail organizations, he currently leads the commercial and operational team for Publitas.com in the Benelux region. Over the past eight years, Nick has achieved impressive results, including a minimum annual revenue growth of 40% and earning recognition as the global top salesperson for two consecutive years (2022, 2023). He also has extensive experience leading multidisciplinary teams, encompassing sales, data analysts, operations, and product management.
