- We focus on the D2D division delivering the products of Leaflets and Community Newspapers, showcasing previous insights and research results that highlight the power of print in driving consumer engagement.
- Watch this space — our 2025 Pamphlets Research Study is underway, and new findings will soon reveal how South Africans continue to connect with tangible media in a digital world.
On the Dot – Your Partner in Logistics, Data and Strategy.
Why leaflets are still relevant in south africas economy
10 Insights: Why Leaflets
- 1.Pinpoint Targeting – Reach exact suburbs or store zones for maximum
impact and relevance. - 2.Whole-Household Reach – One leaflet influences multiple shoppers under one roof.
- 3.Drives Action – Up to 38% of consumers purchase after seeing leaflet offers.
- 4.Trusted & Tangible – Physical contact builds credibility and emotional connection.
- 5.Longer Shelf Life – Leaflets stay visible for days, keeping brands top-of mind.
- 6.Strengthens Campaign Recall – Repeated exposure improves awareness and message retention.
- 7.Inclusive & Accessible – Reaches both connected (SEM 4–5) and offline (SEM 1–3) audiences.
- 8.Cost-Efficient Reach – Lowest CPM among major media channels for retail campaigns.
- 9.Locally Customizable – Time, area, and theme targeting for precise message control.
- 10.Consumer Confidence – Seen as informative, reliable, and less intrusive than digital ads
South Africa
Despite digital dominance, leaflets remain one of SA’s most powerful retail media channels.
They drive engagement, price comparison, and planned purchasing across income levels.
Source: On the Dot Whitepaper 2025; BrandMapp 2024; Fusion 2022
The Power of Print in a digital world
79% of people keep, pass on, or glance at leaflets (DMA).
Leaflets create trust and recall unmatched by digital.
Physical touch improves memory and purchase intent.
Complements, not competes with, digital.
Consumers love for Leaflets
96% react to leaflets.
90% find them useful.
79% feel excited or happy to receive them.
97% have considered purchasing a product seen in one.
“Affordable, effective, and trusted — leaflets are South Africa’s retail heartbeat.”
Source: DMA UK Door Drop Report 2023; On the Dot Leaflet Case Study 2025,Forum24 Research 2021
Leaflets drive action and sales
60–67% use leaflets to compare prices.
50–60% plan shopping with them.
Up to 38% buy products seen in leaflets.
Premium audiences still engage (SEM 4–5).
Case Study: Retailer X’s Decline
Retailer X cut leaflet investment →
- Revenue decline FY24.
- Market share fell; visibility gap widened.
- Competitors retaining print gained growth.
“If your brand isn’t in the customer ’s hand, your competitor ’s probably is.”
Competitors Who Won with Print
- Retailer 1: Steady print & 31 M loyalty base.
- Retailer 2: Highest leaflet purchase conversion (38%).
- Retailer 4: Balanced regional strategy + leaflet integration.
- Retailer 5: Premium but retained leaflets for discovery.
Footnote: On the Dot Leaflet Case Study 2025; Nielsen Adspend 2024 vs 2023
Leaflets Fill South Africa’s Digital Gap
Leaflets bridge South Africa’s digital divide — reaching offline, rural, and SEM 3–4 audiences with tangible, trusted communication.
Leaflets Reach the Unreachable
Leaflets bridge media blind spots — reaching 42% of non-radio, 32% of non-newspaper, and 35% of non-TV audiences.
Emotional and Tactile Impact
Tangibility drives memory, trust, and nostalgia — leaflets capture attention that lasts.
Leaflets Boost Digital Performance
Leaflets amplify digital — driving store visits, loyalty use, and cross media results.
Omni-Channel Best Practice
Leaflets drive awareness, link to digital, and deliver measurable ROI.
Source: BrandMapp 2024; On the Dot Leaflet Case Study 2025, Forum24 Survey 2021, DMA UK Door Drop Effectiveness 2023, Retailer 1 Integrated Report 2024
