How to measure the effectiveness of flyers

Author: Parth Shah

Leaflet flyers are rather simple promotional tools. It is generally a 1-page copy which has offers, discounts and coupons presented on it. The placement and the dimensions presented on the flyer of each offer depends on how attractive the offer is. The best offer of a retail store generally goes on the front with the maximum space and so on. Flyers are especially very common in UAE and KSA. Hundreds of retailers release thousands of offers in UAE and Saudi on a daily basis. Leaflet promotions fuel the Retail Market in these areas. Without analytics, it is nearly impossible to understand how each offer, flyer or product is performing. It is important to have an analytics tool, but without the knowledge of how to use it to reap maximum benefits, it goes in vain. In this article, I am going to explain how to track the performance of each offer on a flyer: Retailers can measure the effectiveness of their promotions and flyers are by analysing sales numbers and in-store behaviour at the end of a promotional cycle. By looking at these two factors together, they can get a better understanding of how their promotion impacted specific products.

To do this, we will analyse the promotion's penetration and ROI.

There are three factors that can show you a clear picture of how the offers performed: 1. Traffic: Percentage of total visits by the visitors in the particular section of a particular product promoted.

  1. ROI: The traffic (same as mentioned above) by total number of people who actually purchased that product
  2. Average Time: The time each visitor spent in that particular section.

The combination of all these three metrics can then show you the overall performance of a flyer. We are not going to talk about the exact formulae here. Every analytics dashboard can come up with its own formulae and strategies. Almost all the metrics in the retail sector have the ability to give deeper insights and an analytics tool can help display these metrics in an understandable way. With such tool, retailers will have a complete knowledge of how each and every offer is performing and tweak their business and marketing strategies accordingly.