Online vs. Offline store flyers: estimating the effect of medium on intention to visit the store and buy in FMCG

In recent years, online channels have created different shopping patterns, varied customer experiences and have affected customer decision making in significant ways. Thus, consumers increasingly use multiple channels. Therefore, marketers are called to review their strategies in a multichannel perspective, including communication and promotional strategies. In this context, new questions arise around the customers’ response to new communication channels, that require insight into the comparative effects of traditional and new media, as more and more retail and brand activities are moved online, as is the case of promotional flyers. The aim of this study is to shed more light on the comparative effect of print versus online medium of delivery of promotional communication (store flyers) on consumer’s intentions to visit and buy. Our results suggest that medium of delivery of promotional communication is not relevant for explaining consumers’ decision in terms of the products/brands to purchase and the store to patronize.