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 about unifying and promoting the complete set of store based information, sales, promotions, deals, etc

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Life Beyond A Print Circular

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