Once, people learned about big sales by opening a fat Sunday paper and leafing through the glossy offers. Then came the internet and huge declines in newspaper advertising and circulation. Today, marketers are discovering that the internet is the new Sunday paper - and every day is Sunday. It's fast becoming the most effective medium to inform customers about in-store deals.

Shifting to eCirculars can be a complex task for retail stores carrying everything from toothpaste to flat screens while running multiple promotions. Marketers should focus on understanding which audiences will be most receptive to their efforts, and segmenting audiences to maximize the eCircular impact.

To better understand attitudes and perceptions towards eCirculars, interclick surveyed consumers on awareness of online and print circulars, the effect of exposure on in-store traffic, and the types of deals and seasons that will drive consumers to stores.

Methodology:

In November 2011, interclick partnered with KN Dimestore to survey Americans about eCirculars. The nine-question survey was displayed in-banner to a run-of-network audience of 944 respondents, who voluntarily completed the questionnaire.