Digital Catalogs Enhance Alimerka’s Sustainable Retail Strategy
Location: Spain
Industry: Grocery Retail
Website: https://www.alimerka.es/
“By adopting interactive digital flyers, we’ve improved our customer experience. Digitalization has also allowed us to collect detailed data on user behavior, helping us optimize campaigns based on key metrics such as reading time, click-through rates, and the most visited pages.”
About Alimerka
Alimerka is a leading regional supermarket chain in northern Spain, known for its commitment to quality, proximity, and sustainability. With over 170 stores, Alimerka offers customers fresh products along with personalized and friendly service. Their drive for innovation has led them to continuously explore new ways to enhance the shopping experience and streamline operations.
To support its modernization efforts, Alimerka transitioned from printed flyers to Publitas’ digital catalogs. This shift helped reduce operational costs and waste while providing a more engaging and interactive way for customers to discover promotions, new products, and personalized recommendations.
The Challenge: Reduce Environmental Impact While Enhancing the Customer Experience
Printed flyers were a long-standing marketing tool for Alimerka, but they came with high printing and distribution costs, limited targeting capabilities, and significant environmental impact. The company needed a modern solution that aligned with its sustainability goals and digital-first strategy.
“When it comes to market trends like personalization, omnichannel retail, and sustainability, Alimerka is focused on all three—but especially on advanced personalization. We want to show our customers offers that are relevant to them based on their shopping preferences. Publitas allows us to add dynamic content to our flyers, and that’s exactly what we need to create personalized digital offers. Dynamic content also supports Alimerka in building Retail Media spaces that can be flexibly filled based on agreements with advertisers,” says Maria Barrera Fernandez, Marketing Manager: Retail Media at Alimerika.
The Solution: Digital Catalogs That Engage and Inform
Alimerka fully transitioned to Publitas’ digital catalogs in 2022, eliminating the distribution of printed flyers. The result? A smoother, more cost-effective way to engage customers across channels. By using Publitas, Alimerka now delivers personalized digital flyers that include clickable product links, animated elements, and dynamic promotional content – all designed to drive traffic to their online and physical stores.
Alimerka also leverages detailed analytics such as read time, clicks, and top-performing pages to fine-tune campaigns and maximize impact. By incorporating Retail Media into its digital flyers, Alimerka monetizes space and creates added value for brand partners.
Interactive Features That Drive Real Engagement
To boost interaction, Alimerka integrates several key features into its digital catalogs and online store:
- Direct product links
- Interactive elements and animated visuals
- Smart notifications and limited-time promotions
- Social media and email integrations to promote personalized offers
Customers are invited to explore the complete range of deals through engaging newsletters and social posts that link back to the full digital flyer.
Why Publitas? Personalization, Ease of Use, and Seamless Integration
“What stands out about Publitas is how easy it is to create Hotspots and streamline the customer journey by integrating flyers with the shopping cart. In particular, the integration with our online store is currently the feature we’re most interested in, as it helps speed up the customer journey. We’re also very interested in the ability to create dynamic content by connecting the flyer to our product feed, which allows us to tailor the flyer to each shopper and implement personalization strategies,” says Fernandez.
Dynamic content allows Almerika to adapt offers based on shopper preferences and create campaign-specific Retail Media zones for advertisers.
Aligning with Key Trends: Personalization, Omnichannel, and Sustainability
Alimerka’s digital strategy addresses the three major trends shaping modern retail:
- Personalization – Delivering relevant offers based on user preferences
- Omnichannel retail – Offering a seamless experience across digital and physical touchpoints
- Sustainability – Reducing environmental footprint by eliminating print materials
“Publitas allows us to add dynamic content to our flyers, and that’s exactly what we need to create personalized digital offers.”
Results: Smarter Campaigns and Stronger Customer Connections
Since moving to digital catalogs, Alimerka has maintained its market share and even increased sales in key categories. At the same time, the company has dramatically cut back on the costs and environmental impact tied to printed materials.
With dynamic content, integrated shopping, and smarter analytics, Alimerka has turned its flyers into strategic marketing tools that support both customer engagement and internal efficiency.
If you think your company can benefit from similar customer solutions please contact our Enterprise Team.
