From print to… what?

Print had always worked for the Danish hardware and DIY retailer 10-4, until it didn't.

Cost went up, while reach dropped.

So, when 10-4 stopped printing, they looked towards digital alternatives. Something inspirational and curated, but created and consumed 100% digitally.

In 10-4’s case, no print meant no PDF creation. Instead, they started to create digital leaflets based on information from their product feed, automations and rules using iPaper’s Horizon:

But is it even valuable today for a webshop to have online-only leaflets?

Hypothesis

10-4 wanted to test whether their new, online-only leaflets had an effect on online shopping behaviour.

Their assumption was that their digital leaflets would inspire shoppers to…

• stay longer on the webshop
• explore more pages and products
• and, ultimately, buy more

Results

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• Shoppers who visited a digital leaflet spent significantly more time on 10-4’s webshop and viewed nearly twice as many pages per session.
  
  
• From a revenue perspective, sessions that visited a digital leaflet had an average basket value that was 5.1% higher.

Conclusion

10-4’s hypothesis was correct: the digital leaflet changes how people behave on their webshop.

Sessions are longer, more pages are explored and basket values increase.

Why was the hypothesis correct?

It probably has to do with the nature of the leaflet format.

Shoppers are met with a curated, editorial format that helps them browse, compare and get inspired. That extra structure and context seem to make them more willing to explore, and then move from “just looking” to actually engaging with products and eventually buying.

And that means more time spent, more pages explored and higher basket values.

In conclusion, for 10-4, digital leaflets are an important, measurable part of 10-4’s online shopping journey and contribute to engagement, basket value and, ultimately, revenue.

In other words: when inspiration and curation are built into the ecommerce experience, shoppers behave differently. And now 10-4 know exactly how much that difference is worth.

Methodology

10-4 analyzed all webshop sessions in 2025, comparing:

• Sessions with a digital leaflet visit
• Sessions without a digital leaflet visit

More than 6 million sessions were analyzed.

A session is defined as a webshop visit and resets after 30 minutes.

In 2025, 10-4 published a new digital leaflet every two weeks.

To investigate the parts of the hypothesis, the following metrics were analyzed for all sessions with and without a leaflet visit:

• Do shoppers stay longer: Session duration
• Do shoppers explore more: Pages per session
• Do shoppers buy more: average basket value