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Life Beyond A Print Circular
 

Life Beyond A Print Circular

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This is a broad overview of ShopLocal, its core SmartCircular product, its suite of digital distribution options via SmartDelivery and the newest product called the Shopper Planner Center that is all ...

This is a broad overview of ShopLocal, its core SmartCircular product, its suite of digital distribution options via SmartDelivery and the newest product called the Shopper Planner Center that is all about unifying and promoting the complete set of store based information, sales, promotions, deals, etc

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  • ShopLocal connects shoppers with local retailers
  • Research suggests going in storeLeveraging your store network is a competitive advantageReaching a wide audience but with a tailored message for each segment is keyHighlighting the value of the stores can bring customers back into their physical DMA and better position BBYHow can BBY cost effectively reach your specific centricity segments without compromising your mass marketing effortsShopLocal believes we provide immense value with our Planning Center concept
  • Right Message: Delivering the most compelling offerWhat if you could deliver the most compelling offer to your shopper?
  • Circular Central deliver circular content to computer desktops, blogs and to websites like Facebook. Pushes weekly ad promotionsto a targeted audience of shoppers.Includes enhanced features:Cohesive Brand ExperienceSearchable ContentDynamic refresh of contentTargeted and PersonalizedMultiple LanguagesShopping ListsAlerts and Reminders

Life Beyond A Print Circular Life Beyond A Print Circular Presentation Transcript

  • Life beyond a print circular
  • We’re ShopLocal
    ShopLocal uses innovative digital marketing techniques to connect shoppers with local retailers.
    Key Points:
    Pioneered the Use of Online Circulars
    Developed first of its kind technology platform for digitizing and versioning, local DMA print circular data
    375+ Million Visits with 5+ Billion Page Views Annually to SmartCircular sites
    Founded in 1999 and headquartered in Chicago, IL
    Owned by Gannett Company, and partnered with PointRoll
  • ShopLocal is Institutionalized in Retail
  • THREE KEY TRENDS
  • The Changing
    Landscape
    • Newspaper circulation has decreased 20 percent over the past decade and is continuing to trend downward1
    • Internet usage has increased 80 percent over the past decade and is continuing to trend upward2
    • Against traditional media, the Internet possesses 42 percentof the available audience during primetime (7-10pm)3
    1 Source: Newspaper Association of America2 Internet Usage and World Population Statistics are for March 31, 2009. 3 Source: National People Meter, comScore Media Metrix 2007
    9.2.07
    • Shoppers research and shop onlinebut buy from local store
    • Driven by two primary shopping needs: efficiency and convenience
    1 BIGresearch, Simultaneous Media Usage Survey, 12/06
    2 Forrester Research “The State of Retailing Online 2008: Marketing Report, May 2008
  • Digital Media is Fragmentedand Now a Website Alone is Not Enough
    Average number of hours/month per user
    29 hours
    Amount of Time (hours)
    2.1 hours
    17 minutes
    Source: ComScore Media Metrics, April 2008
  • Leveraging
    Legacy
    Content
    Cross
    Channel
    Marketing
    Customer
    Centricity
    In-Store
    Pickup
    Messaging
    By
    Segment
    Differentiation
    From
    Competitors
    Shopper
    Personalization
    In-Store
    Conversion
    Best Buy Viper Forum
    Leveraging
    Legacy
    Content
    Cross
    Channel
    Marketing
    Customer
    Centricity
    Messaging
    By
    Segment
    Global
    Branding
    Building
    Shopper
    Personalization
    In-Store
    Conversion
    New Brand
    Manifesto
  • SHOPLOCALSHOPPER PLANNING CENTER
  • ONLINE CIRCULAR (TODAY)
  • Planning Center
    • Leverage all assets to create a personalized offer for shoppers
    • Virtual, Versioned circulars for local control for merchandisers
    • Inclusion of content like Clearance and Closeouts, Store Events etc.
    PLANNING CENTER (FUTURE)
  • Planning Center Home Page
  • Planning Center Home Page
  • Category Subpage
  • Product Detail Page
  • Product Availability Page
  • SHOPLOCALDIGITAL MARKETING SUITE
  • Personalized Weekly Ads Per Shopper
    • THE RIGHT MESSAGE(personally relevant products)
    • THE RIGHT TIME(when they're searching)
    • THE RIGHT PLACE(where they're searching)
  • Mobile Applications
    Social Media
    Widgets
    Video On Demand
    Circular Central
    Banner Display Ads
    TargetedLocal Search
    Web Service – Data Availability
    • Products & Attributes
    • Functionality (page flipping, etc.)
    Optimization
    • Wisdom of Crowds
    • User Centric Recommendations
    Publisher Integration
    • Demographic
    • Behavioral
    • Contextual
    SmartDelivery Platform
    Connects with Shoppers at Key Touch Points,
    And Drives Them to Local Stores.
    SmartCircular
    Versioned, Local In-Store Promotions
  • Wisdom of the Crowds Example
    1
    2
    3
    All browsing activities
    are captured producing
    popularity rankings
    A PaperBoy banner ad is shown to a shopper on
    Monday with crowd
    based rankings
    Shoppers browse the
    circular ads on Sunday
    on a SmartCircular site
    4
    5
    As time passes intra-week, the
    optimization rankings continue to
    update to improve ad unit
    targeting and performance
    All interactions within the ad
    are captured and used to
    further optimize the ad
  • PaperBoy: Circular Banner Ads
    PaperBoy: dynamic, rich-media banner ads that display circular content.
    Includes enhanced features:
    Wisdom of Crowds based Optimization
    Easy-to-use banner interface
    Dynamic refresh of content
    Mapping and Shopping Lists
    Printable Coupons
    Extensive distribution network including Yahoo, MSN, AOL, Newspaper.com, and many more.
    Consistent Category Tree
    Behavioral, Demographic, Contextual Targeting
    Established Distribution Business Models
  • Targeted Ad Serving
  • SmartAd User Experience
    Tom Bankstonof Los Angeles uses Yahoo to research home improvement products, and tools in particular
    Later throughout the Y! network, he sees…
    23
    6.28.07
  • Search & Display Combination = Lift & Reach
    Search is more effective than display
    Display (banner) ads have greater reach than search
    Combined search and display have the greatest impact
  • Local Search: Targeted Text Ads
    Current
    Future
    JCPenney Women's Apparel
    Buy Women's Clothing For Work &
    Play Affordably At JCPenney Online
    JCPenney.com
    JCPenney Women’s Apparel
    36 Specials Starting at $7.99,
    Thru Jan 17 in Indianapolis JCPenney.Weeklyad.com
    Ad Copy
    Landing Page
  • SmartDelivery: Mobile Applications
    • Mobile Apps deliver weekly ad circular content to mobile devices.
    • Attracts customers who are actively shopping and increases sales conversions.
    • Includes enhanced features:
    • Cohesive Brand Experience
    • Easy-to-use navigation
    • Searchable Content
    • Dynamic refresh of content
    • Targeted and Personalized
    • Multiple Languages
    • Shopping Lists
    • Alerts and Reminders
  • SmartDelivery: Widgets
    • Widgets (desktop and web) deliver circular content to computer desktops and to websites like blogs, iGoogle and Facebook.
    • Pushes weekly ad promotionsto a targeted audience of shoppers.
    • Includes enhanced features:
    • Cohesive Brand Experience
    • Searchable Content
    • Dynamic refresh of content
    • Targeted and Personalized
    • Multiple Languages
    • Shopping Lists
    • Alerts and Reminders
  • Social Media Text Ads
    Best Buy’s Deal of the Week!
    $349.99. TOSHIBA Intel® Celeron® Processor. See it at your local Best Buy store. Hurry, deal ends June 6!
    Top-rated promotion fromBest Buy online circular
    28
  • Shopping
    Video On Demand Circulars
    • Video On Demand Circulars delivers circular ad content in a rich, video format.
    • Self-selecting audience watches your channel on cable TV.
    • Includes enhanced features:
    • Cohesive Brand Experience
    • Available on TV 24/7/365
    • Customizable navigation
    • Dynamic refresh of content
    • Geo-Targeted
  • Circular Central
    • Circular Central, a distributable multi-retailer shopping comparison microsite that aggregates the online circulars for top retailers
    • Circular Central can be co-branded and connected with www.Publisher.com website.
    • Includes enhanced features:
    • Publisher Co-Branded
    • Cohesive Retailer Brand Experience
    • Searchable Content
    • Dynamic refresh of content
    • Shopping Lists
    • Alerts and Reminders
  • QUESTIONS?
  • APPENDIX
  • Personalization Engine
    Geographic & Language: Item Level + CMS Content
    Related Items: Similar Item Attribute Based
    PLANNING CENTER (FUTURE)
    New vs. Returning Users: Able to Trigger Messaging, Features, Site Help
    Wisdom of the Crowds: Crowd Sourced Popularity Rankings
    Recommended Items: User Centric Recommendations via ClickStream