A few years ago a “direct mail revival” was noticed as remote work increased and consumers began experiencing “digital fatigue”. Many marketers rediscovered the value of tangible, printed materials. But the truth is, print never left the spotlight, and keeps driving results.

A recent study from the Netherlands adds new evidence. When the discount supermarket Lidl temporarily discontinued its printed weekly flyers in a specific region, the impact was immediately noticeable. The store visits declined, and so did customer spending. Even after the print flyers were reintroduced, it showed lasting effects on customer activation. Print flyers were not just generating short-term success, but keep driving engagement over time.

The study also mentioned other reports suggesting “that retailers may lose foot traffic when they retire print store flyers”. The decline was especially noticeable for occasional customers, for whom the supermarket was not already the habitual or default choice.

This is where location-based marketing ties in perfectly and takes print performance to the next level. Personalized maps significantly enhance the effectiveness of print flyers and direct mail campaigns. By assigning customer addresses to nearby retail store locations, the closest store for each recipient will be identified. Based on this information, personalized maps can be created for every customer, showing the quickest route to the nearest store.

These maps are powerful tools: When recipients recognize their home location on a map, they immediately visualize the route. This makes the actual visit feel easier, more convenient, and much more likely to happen.

Resource:

van Lin, Arjen and Keller, Kristopher and Guyt, Jonne, Quo Vadis, Print Store Flyers? Effects of Retiring and Reinstating Print Store Flyers on Shopping Behavior (November 13, 2025). Available at SSRN: https://ssrn.com/abstract=4966328 or http://dx.doi.org/10.2139/ssrn.4966328