Auchan Retail France is accelerating its transformation in commercial communications. By the end of the year, the Mulliez group's brand will have reduced its sales by 50% of the distribution of its promotional flyers compared to 2024, focusing on digital strategies and in-store initiatives, in collaboration with the media agency CoSpirit.
The collaboration between Auchan and CoSpirit began a year ago, when the retailer decided to test the complete elimination of paper catalogs in several dozen stores. The experiment was accompanied by increased online promotions and local in-store communication efforts. The positive results of this initial phase prompted the retailer to expand the project in 2025, with the goal of drastically reducing the distribution of paper catalogs in boxes.
According to data released by the group, to date 170 Auchan hypermarkets have completely abandoned paper flyers, while others 103 stores have chosen to severely limit its spread in customers' mailboxes. This new strategy, which combines digital momentum with an increasingly targeted local approach, aims not only to reduce the environmental impact of promotional campaigns but also to strengthen relationships with consumers through more direct and personalized channels.
