It happens thousands of times every day in stores across America. A shopper walks in, grabs a cart and reaches for the store circular to find out what’s on sale. The ongoing consumer love affairwith the store circular continues unabated in the digital age—with an electronic twist. A whole new generation of consumers now views their circulars online or checks a mobile app. While most retailers are currently serving up digital images of their print ads, the future-state will be a shift to custom-tailored offers that match shopper interest and purchase patterns.

According to one global manufacturer, almost half of our category shoppers rely on circulars to draft their shopping lists and three-quarters of buyers make purchase decisions before setting foot in the store. Despite the overwhelming popularity of printed circulars, forward-looking retailers are experimenting with multiple digital pathways that will enrich and enhance the circular experience in the 21st century with the addition of video, interactive elements and smart features that serve up information based on loyalty or location. Circulars represent a marketing idea that’s not just getting older—it’s getting better!