The battle for clients is costing food retailers ten millioneuros annually, money invested in promotional cataloguesdistributed in mailboxes, according to ZF calculations.
Hypermarkets have the most aggressive promotional policies, astheir brochures can reach circulations worth more than 2 millioneuros weekly. To attract 10,000 people every day, a hypermarketdistributes catalogues in some 50,000 mailboxes every twoweeks.
As last year the big retailers fought the price battle,mailboxes are now full of such materials, which can, in some cases,can reach up to 50 pages.
Retailers say that some clients come to the store looking for aspecific product they saw in the catalogues.
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