Presentation on theme: "Back-to-School Promotions - 2011 BTS Season: July 3 – September 17, 2011."— Presentation transcript:
Back-to-School Promotions BTS Season: July 3 – September 17, 2011
Questions Addressed Across all school & office supplies, which categories, manufacturers and brands receive the most retail ads support during the back-to-school season? How has retail ad support changed vs. BTS-2010? How does ad support vary across retailers? Which pricing formats are most common among channel-leading retailers? How do BTS web promotions vary across retailers and manufacturers? Which brands are promoted most in key back-to- school categories?
BTS Ad Support Across School & Office Sub-Categories Source: ECRM 11 Weeks Ending 9/17/2011 Excludes Computers and Luggage Weighted Share of School & Office Supply Ad Blocks Note: Includes ads for branded & private label products, but not unbranded
Ad Support Vs. Year Ago By Sub-Category Total School & Office weighted ad counts are up 11.1% vs. year ago.
Total School & Office Ad Support Across Back-to-School Weeks Week Ending Dates Source: ECRM Weighted Retail Ad Support
Retailers Running the Most BTS School & Office Supply Ads Source: ECRM 11 Weeks Ending 9/17/2011 Staples leads all retailers in BTS ad counts. Number Retail Print Ads for School & Office Supplies Decimals represent ads shared with multiple categories – measured as fractional ad counts.
Retailers Increasing School & Office Ads For BTS # of School Change Vs.% Chg Vs. Retailer & Office Ads Year AgoYear Ago Staples % Smith's Marketplace % OfficeMax % Giant Food Landover % Fred Meyer Stores % Stop & Shop % Shopko Stores % Giant Food Carlisle % Best Buy % Target Stores % Office Depot % Source: ECRM 11 Weeks Ending 9/17/2011 Vs. Year Ago
Retailers Running Fewer July School & Office Ads # of School Change Vs.% Chg Vs. Retailer & Office Ads Year AgoYear Ago Weis Markets % City Market % Jewel-Osco % King Soopers % Walgreens % Rite Aid % Hilander % Owen's Market % Scott's Food & Pharmacy % Shoppers Drug Mart % Pathmark % Meijer % Kinney Drugs % BTS ad support grew overall due to increases at major players including Staples, OfficeMax, Office Depot, Best Buy and Target. But most retail banners ran fewer School & Office ads vs. BTS Source: ECRM 11 Weeks Ending 9/17/2011 Vs. Year Ago
Top Promoted School & Office Manufacturers Source: ECRM 11 Weeks Ending 9/17/2011
Top Promoted School & Office Brands for BTS Source: ECRM 11 Weeks Ending 9/17/2011
Promotion Types Across Key Retailers Ofc DepOfcMaxStaplesWalmartTarget Kmart Price Point58.0%51.0%91.0%100.0%97.0%80.0% N for $6.0%12.0%3.0%2.0% Buy N Get X1.0%3.0%2.0% Save X%19.0%9.0%5.0%13.0% Other Promo16.0%25.0%4.0%3.0% WalgreensCVSRite AidJewel-OscoKroger Safeway Price Point77.0%9.0%13.0%84.0%87.0%73.0% N for $10.0%29.0%12.0%16.0%3.0%9.0% Buy N Get X8.0%47.0%40.0% Save X%4.0%11.0%34.0%10.0% Other Promo1.0%4.0%1.0%18.0% Source: ECRM 11 Weeks Ending 9/17/2011 Includes All School Supplies
Retailers Running the Most School & Office Web Promotions # of BTS Web Promos Staples309 OfficeMax226 Target Stores105 Rite Aid92 Fred Meyer Stores66 Best Buy65 Office Depot64 Toys - R - Us60 Sam's Club58 Walgreens42 Kmart39 CVS31 Jay C Stores23 Source: ECRM, 11 Weeks Ending 9/17/2011 # of BTS Web Promos Pay Less 23 Ralph's23 Smith's Food & Drug23 Owen's Market23 King Soopers23 Sears22 Fry's Food & Drug 21 Hilander21 BI-LO20 H.G. Hills Food Stores20 Walmart-US20 Quality Food Centers20
Source: ECRM 11 Weeks Ending 9/17/ companies dominate retailer web promotions during the BTS season. Share of (un-weighted) School & Office Retailer Web Promotions School & Office Manufacturers with the Most BTS Retail Web Promotions
Top Promoted Brands Across Key School & Office Categories
Top Promoted Brands in Notebooks & Pads Source: ECRM 11 Weeks Ending 9/17/2011
Top Promoted Brands in Business Bags, Cases, and Accessories Source: ECRM 11 Weeks Ending 9/17/2011
Top Promoted Brands in Backpacks, School Bags, and Lunch Kits Source: ECRM 11 Weeks Ending 9/17/2011
Methodology Retail ad support measured by number of ad blocks in retailer print circulars. Ad share is weighted by retailer size. Ad counts branded & private label products, but not unbranded. 11-Week Period Ending 9/17/2011 Vs. Year Ago U.S. & Canadian Retailers Excludes Computers & Luggage Categories ECRMs MarketGate Ad Comparisons Web Site: Studies on Seasonal & Category Promotions: Contacts: Scott Whalley Tom Pirovano