ECRM Analytics

Transcription

ECRM Analytics

ECRM Analytics
THE LEADING PROVIDER OF PROMOTIONAL
DATA AND ANALYTICS
ECRM’s promotional analytics provides the most
comprehensive information needed to increase profits,
predict competitive trends and make better decisions.
Excellence
Our mission is to radically improve
the promotional data landscape
and deliver unparalleled analytics.
Innovation
We focus on innovative solutions to
help drive our focus and that of our
customer business.
Actionable
Providing a wealth of information is
only part of the puzzle; our findings
increase your profits.
Confidential & Proprietary to ECRM
27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
A SYSTEM UNLIKE THE REST
Providing the most comprehensive promotional data on the planet
Ad Comparisons captures promotional data from
the top U.S. and Canadian retailers in all major
markets. Our technology goes beyond just tracking
numbers and images. Ad Comparisons uses a vast
array of analytic reports to make sense of the data
and offers a comprehensive perspective of the
promotional landscape.
Since the majority of ads are transmitted
electronically, directly from the retailer, all
promotional market variations are accounted for
and the image quality is exceptional for an
enhanced user experience.
We provide superior data, analytics and service to
businesses of all sizes and take an individual
approach to ensure all data and reports fit the
needs of each user.
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Over ONE BILLION ads
Over 1,000 searchable categories
Over 500 retail chains
Over 275,000 different brands
Over 14,000 unique manufacturers
THE ANSWER IS YES
HOW WE DO WHAT WE DO
Advanced cropping & coding systems
HOW WE DO WHAT WE DO
•Market
•Zip Code
•Circulation Date
•Promotion Dates
•Circular Size
•Page Size
•Ad Image Size
•Brand Image Size
•Category % Space
•Page Placement
•Page Number
Category, Brand & Retailer
•Price
•Unit Price
•Regular Price
•Net Price
•Size
•Coupon
•Promotional Offer
•Incentive
•Limit
•Rebate
•Rebate Amount
•Bonus Card
•Consecutive Weeks Run
•Events
•Circular Incentives
•Page Incentives
•Shared Single MFG Ad
•Shared Multiple MFG Ad
Size, Date & Placement
Price & Promotion
We provide more data characteristics for each ad block than anyone else so we can
provide you with a more thorough approach to promotional reporting.
•Retailer
•Manufacturer
•Brand
•Product
•Private Brand
•Control Brand
•Organic Products
•Department
•Segment
•Category
•Media Type
OUR COVERAGE GOES BEYOND THE CIRCULAR
Today, retailers communicate with consumers across many channels which means
more ways to report promotional activity.
Weekly
Circulars
Newspaper
Run-of-Press
Manufacturer
FSI’s
In-Store
Coupon Books
Loyalty
Member Emails
Website
Sales & Promotions
Social
Mentions & Offers
• Macro Circular Overview
•
•
•
•
•
•
Exclusivity & True Ad Block
Counts
Percent of Space
Pricing Trends &
Promotional Types
Macro Web Overview
Social Media
Integration with Other
Sources & Key Partners
PET FOOD AND SUPPLIES SAMPLE IMAGES
Source: ECRM Marketgate, 5/27/2012 – 5/25/2013 vs. Year Ago
CHANGE IN YOY AD SUPPORT BY SUBCATEGORY
Circulars Only, True Ad Block Count, Pet Food & Supplies
24.87%
24.78%
Dry Dog Food
15.95%
15.78%
Dog Treats
15.24%
15.46%
Dry Cat Food
12.00%
11.49%
Cat Litter
11.59%
11.59%
Canned Cat Food
8.72%
8.38%
Canned Dog Food
2.89%
3.51%
Cat Treats
Other Pet Supplies
Other Pet Food
Year 1
4.88%
4.86%
Dog Supplies
Cat Supplies
Year 2
2.39%
2.57%
0.93%
1.17%
0.54%
0.43%
CHANGE IN YOY AD SUPPORT BY RETAILER
3.34%
Petsmart
2.39%
2.50%
Meijer
Weis Markets
Petco
Foodtown
Giant Food
Landover
3.89%
2.01%
2.70%
1.97%
Year 2
Year 1
2.62%
1.84%
1.85%
1.74%
2.05%
ShopRite
1.74%
1.71%
Stop & Shop
1.73%
Giant Food Carlisle
1.73%
Martin's Super
Markets
1.70%
2.07%
2.10%
2.09%
CHANGE IN YOY AD SUPPORT BY BRAND
Friskies
6.80%
6.84%
6.96%
IAMS
Beneful
4.34%
4.03%
4.13%
Tidy Cat
Year 2
Year 1
3.19%
3.08%
Purina ONE
Pedigree
4.94%
3.55%
3.59%
Fancy Feast
Purina Dog Chow
7.43%
2.78%
2.29%
2.63%
Meow Mix
2.31%
1.88%
Kibbles 'n Bits
2.25%
1.99%
3.81%
RETAILER DEDICATION TO PRIVATE BRAND
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Branded
Private Brand
Source: ECRM Marketgate, 5/27/2012 – 5/25/2013
CHANGE IN YOY AD SUPPORT BY MANUFACTURER
39.54%
41.31%
Nestle S.A.
Del Monte
Corporation
12.27%
12.41%
Procter & Gamble
Company
7.71%
7.58%
Mars Petcare US
Topco Private
Brand
Hartz Mountain
Corporation
5.78%
9.62%
3.37%
3.59%
2.66%
2.69%
Clorox Company
2.22%
1.98%
Church & Dwight
Co., Inc.
1.81%
1.84%
Kroger Private
Brand
1.19%
1.43%
Oil-Dri Corporation
of America
1.22%
1.41%
Year 2
Some Nestle S.A. brands include:
Alpo, Beggin’, Beneful, Beyond,
Fancy Feast, Friskies, Mighty Dog,
Purina, and Tidy Cat.
Year 1
•
Macro Circular Overview
•
•
Percent of Space
Pricing Trends &
Promotional Types
Macro Web Overview
Social Media
• Exclusivity & True Ad
Block Counts
•
•
•
AD BLOCK COUNT VS. TRUE AD BLOCK COUNT
Both Ads Feature Toothpaste – Should They be Counted the Same?
Exclusive:
Walgreens – Chicago, IL - 12/9/2012
Circular - Page 25 (M)
Shared:
16 Brands with 0.0625 True Ad Count Each
Safeway – San Francisco, CA - 7/5/2012
Circular - Page 1 (F)
PROMOTIONAL EXCLUSIVITY IN PET FOOD & SUPPLIES YR. 1
Source: ECRM; All U.S. Retailers; 5/29/2011 – 5/26/2012 ; Circulars Only
Exclusive
Shared
Foodtown
Meijer
Petco
Petsmart
Weis
Markets
99.83%
0.17%
97.10%
2.90%
82.65%
17.35%
95.37%
4.63%
99.42%
0.58%
Exclusive:
Shared:
Meijer – Detroit, MI – 5/29/2011
Petsmart – Cleveland, OH – 5/21/2012
PROMOTIONAL EXCLUSIVITY IN PET FOOD & SUPPLIES YR. 2
Source: ECRM; All U.S. Retailers; 5/27/2012 – 5/25/2013 ; Circulars Only
Exclusive
Shared
Foodtown
Meijer
Petco
Petsmart
Weis
Markets
100.00%
0.00%
94.46%
5.54%
76.98%
23.02%
91.20%
8.80%
98.39%
1.61%
Exclusive:
Shared:
Foodtown – New York, NY – 1/4/2013
Circular – Page 6 (M)
Petco – Los Angeles, CA – 5/5/2013
PROMOTIONAL EXCLUSIVITY IN PET FOOD & SUPPLIES
Ads shared with multiple manufacturers. Source: ECRM, 52 Weeks Ending 5/25/2013
Beneful
Shared
0.48%
Pedigree
IAMS
Shared
1.31%
Exclusive
99.52%
Target Stores – Minneapolis, MN
10/7/2012 - Circular - Page 5 (M)
Shared
5.31%
Exclusive
98.69%
Exclusive
94.69%
CVS – Boston, MA
4/28/2013 - Circular - Page 3 (M)
•
•
Counts
• Percent of Space
•
•
•
•
Pricing Trends &
Promotional Types
Macro Web Overview
Social Media
NOT ALL ADS ARE CREATED EQUAL
Can you find both Tide promotions?
Back page of the 9/9/2012 Kmart circular
Tide received 5% of the page
Back page of the 9/23/2012 CVS circular
NOT ALL ADS ARE CREATED EQUAL
There is a clear difference…why should they be counted the same?
Back page of the 9/9/2012 Kmart circular
Back page of the 9/23/2012 CVS circular
PERCENT OF CIRCULAR SPACE BY SUBCATEGORY
Percent of Circular Space, Circulars Only, Pet Food & Supplies.
0.38%
0.38%
Dry Dog Food
0.23%
0.25%
Dry Cat Food
0.21%
0.23%
Dog Treats
0.19%
0.19%
Canned Cat Food
0.15%
0.15%
Cat Litter
0.07%
0.07%
Dog Supplies
0.05%
0.05%
Cat Treats
0.04%
0.04%
Cat Supplies
Other Pet Food
Year 1
0.13%
0.12%
Canned Dog Food
Other Pet Supplies
Year 2
0.02%
0.02%
0.01%
0.00%
Percent of space refers to the
amount of physical space a
retailer is devoting in its circular,
measured in pixels. Percent of
space can be calculated at the
segment, category,
subcategory, manufacturer or
brand level within ECRM’s
reporting tools.
PERCENT OF CIRCULAR SPACE DEDICATED TO PET
Percent of Circular Space, Circulars Only, Pet Food & Supplies. *Not to scale.
Petco*
98.60%
97.93%
Petsmart*
97.10%
97.67%
Fred's
6.56%
5.73%
Family Dollar
Ingles Markets
Meijer
Year 2
Year 1
5.66%
5.12%
Dollar General
Lewis Drug
6.96%
4.99%
3.52%
2.91%
3.34%
3.22%
3.00%
Stop & Shop
2.88%
3.07%
Giant Food
Landover
2.85%
3.22%
4.20%
Percent of space refers to the
amount of physical space a
retailer is devoting in its circular,
measured in pixels. Percent of
space can be calculated at the
segment, category,
subcategory, manufacturer or
brand level within ECRM’s
reporting tools.
•
•
•
Counts
Percent of Space
• Pricing Trends &
Promotional Types
•
•
•
Macro Web Overview
Social Media
WEEKLY AVERAGE PROMOTIONAL PRICING
Dry Dog Food, 15.5 lb. Size Only, All Brands
$17.00
$16.50
$16.00
$15.50
$15.00
$14.50
$14.00
$13.50
$13.00
$12.50
$12.00
WEEKLY AVERAGE PROMOTIONAL PRICING
Dry Dog Food, 15.5 lb. Size Only, Beneful Only
$17.00
$16.50
$16.00
$15.50
$15.00
$14.50
$14.00
$13.50
$13.00
$12.50
$12.00
AVG. PROMOTED CANNED CAT FOOD PRICING BY STATE
5.5 oz. size only.
State
AL
AK
AZ
AR
CA
CO
CT
DE
FL
GA
HI
ID
IL
IN
IA
KS
KY
LA
ME
MD
MA
MI
MN
MS
MO
MT
Average
Price
N/A
$0.68
$0.48
$0.50
$0.72
$0.49
$0.70
N/A
$0.55
$0.48
$0.79
$0.50
$0.60
$0.49
$0.43
$0.50
$0.50
$0.50
$0.47
$0.43
$0.46
$0.49
$0.50
N/A
$0.48
N/A
Average
Price
NE
$0.49
NV
N/A
NH
N/A
NJ
$0.47
NM
N/A
NY
$0.81
NC
$0.49
ND
$0.50
OH
$0.69
OK
$0.50
OR
$0.52
PA
$0.50
RI
$1.29
SC
$0.45
SD
$0.63
TN
$0.48
TX
$0.56
UT
$0.50
VT
N/A
VA
$0.48
WA
$0.50
WV
N/A
WI
$0.50
WY
N/A
DC
N/A
State
TYPES OF PROMOTIONS
Pet Food & Supplies, 5 Key Retailers
Foodtown
Promo Type
Meijer
Petco
Petsmart
Weis
Markets
% of Total % of Total % of Total % of Total % of Total
* PRICE POINT
84%
55%
21%
49%
50%
* x/For
15%
29%
10%
10%
47%
% OFF
1%
9%
61%
17%
2%
7%
2%
B1G1
B1G1 50% OFF
OTHER
1%
0%
0%
6%
24%
0%
•
•
•
•
Counts
Percent of Space
Pricing Trends &
Promotional Types
• Macro Web Overview
•
•
Social Media
CHANGE IN YOY AD SUPPORT BY SUBCATEGORY
Web & Email Only, True Ad Block Count, Pet Food & Supplies
18.49%
20.45%
Dog Treats
Canned Cat Food
16.04%
4.58%
Dry Dog Food
8.98%
Dog Supplies
9.01%
Dry Cat Food
5.60%
22.64%
Year 2
10.22%
9.83%
Cat Litter
Year 1
17.09%
4.63%
3.08%
Cat Treats
4.18%
Cat Supplies
Other Pet Food
11.42%
11.07%
Canned Dog Food
Other Pet Supplies
11.92%
6.30%
1.89%
1.97%
0.30%
0.30%
CHANGE IN YOY AD SUPPORT BY RETAILER
Petsmart
4.87%
2.70%
3.38%
Petco
2.45%
2.44%
Target Stores
Amazon.com
SunMart Foods
Econofoods
11.19%
Year 2
Year 1
2.24%
0.28%
0.63%
0.62%
1.95%
1.95%
Cub Foods
1.83%
1.30%
Acme Markets
1.83%
1.29%
Shaw's Supermarket
1.82%
1.15%
Hannaford Brothers
1.77%
1.90%
CHANGE IN YOY AD SUPPORT BY BRAND
Fancy Feast
6.49%
1.34%
6.33%
Cesar
Meow Mix
5.30%
0.06%
Beyond
0.14%
9 Lives
Cat's Pride
0.27%
Year 1
4.56%
4.53%
0.11%
7.08%
4.82%
2.01%
World's Best
Purina Cat Chow
Year 2
4.91%
Alpo
Mighty Dog
11.75%
5.74%
4.51%
4.04%
3.82%
7.10%
RETAILER DEDICATION TO PRIVATE BRAND
Web & Email Only, True Ad Block Count, Pet Food & Supplies.
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Branded
Private Brand
CHANGE IN YOY AD SUPPORT BY MANUFACTURER
Nestle S.A.
21.73%
Del Monte
Corporation
15.09%
15.90%
4.53%
5.74%
GPC Pet Products
Oil-Dri Corporation
of America
Nash Finch
Company
19.83%
7.28%
Mars Petcare US
PetsMart Private
Brand
37.43%
3.82%
12.12%
Year 2
Year 1
3.08%
0.47%
2.49%
0.28%
Spectrum Brands,
Inc.
1.03%
Procter & Gamble
Company
1.03%
Platinum Pets, Inc.
0.79%
0.00%
9.02%
5.23%
•
•
•
•
•
Counts
Percent of Space
Pricing Trends &
Promotional Types
Macro Web Overview
• Social Media
•
FACEBOOK CONVERSATION WORD CLOUDS: IAMS
By comparing the marketing message as expressed by the brand to the conversation
of followers, you can see if people reciprocate with key words, themes and emotions.
What Iams is saying on Facebook:
What their followers are saying on their page:
3/1/2013 – 5/28/2013, 50 Brand Posts, 2775 Fan Comments
FACEBOOK CONVERSATION WORD CLOUDS: FRISKIES
By comparing the marketing message as expressed by the brand to the conversation
of followers, you can see if people reciprocate with key words, themes and emotions.
What Friskies is saying on Facebook:
What their followers are saying on their page:
3/1/2013 – 5/28/2013, 112 Brand Posts, 8887 Fan Comments
PSYCHOGRAPHICS: BENEFITS
How retailers and brand owners benefit from a clear picture of their customers.
Understanding the psychographics of your
consumer leads to a better understanding of
their views, likes, values, traits and even family
dynamics.
Through a thorough analysis we can
determine:
 Which brands align with a retailer’s key
customer base
 How to increase trips to the store
 Which marketing plans lead to more
product purchases
 How to morph a shopper’s want into a
need
UNDERSTANDING PSYCHOGRAPHICS
A means of identifying users by interest, occupation, role in life and other personal
characteristics.
By analyzing the values, interests and lifestyles
of a brand or retail fan base, we are able to
create a comprehensive profile that defines
each shopper.
Our proprietary database contains over 14
Million Likes and our psychographic profiles
include key characteristics that build a
mental model of your consumer:
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Masculinity
Personality Age
Education Level
Political Affiliation
Family Dynamic
Pet Ownership
Home Ownership
Community Type (Urban/Suburban/Rural)
PSYCHOGRAPHICS: MASCULINITY
Is your brand masculine or feminine?
Masculinity
Our Masculinity scale shows how
brands and retailers rank in terms
of key gender values. A high
Masculine % is tied to key male
attributes such as:
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Ambition
Competitiveness
Assertiveness
Materialism
Power
High Feminine % displays key
female attributes:
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Charity
Relationships
Quality of Life
Community Involvement
Social Well-being
What brands will help to attract
more male shoppers?
Femininity
38%
Beggin'
62%
Beneful 7%
93%
Fancy Feast 10%
20%
Friskies
Hill's Pet Nutrition: Maker of Science
Diet and Prescription Diet
Iams
80%
26%
74%
14%
86%
22%
Pro Plan
Purina Cat Chow
90%
78%
13%
87%
26%
Purina Dog Chow
74%
Tidy Cats 10%
0%
90%
20%
40%
60%
80%
100%
PSYCHOGRAPHICS: PERSONALITY AGE
Personality age characterizes behaviors, interests and role in life.
33
Beggin'
The Personality Age of a Brand is
the average age of all the pages
of the followers of that brand. It is
an age evaluation of "what else"
the brand followers like.
Leading marketers focus on the
personality age of shoppers
instead of their real age because
it better reflects their core
interests and desires.
44
Beneful
42
Fancy Feast
Friskies
43
Hill's Pet Nutrition: Maker of Science
Diet and Prescription Diet
43
44
Iams
42
Pro Plan
Purina Cat Chow
45
Purina Dog Chow
45
40
Tidy Cats
0
10
20
30
40
50
PSYCHOGRAPHICS: MORE METRICS
% Home Owners
Beggin'
Average Education Level
Beggin'
49%
Beneful
65%
Fancy Feast
62%
Friskies
65%
Hill's Pet Nutrition: Maker…
61%
Iams
Fancy Feast
Friskies
Purina Dog Chow
60%
Tidy Cats
66%
82%
Beneful
79%
Fancy Feast
75%
Friskies
Purina Cat Chow
Purina Dog Chow
Tidy Cats
1.65
1.67
1.60
1.53
1.62
% Urban
Beggin'
Pro Plan
1.62
Tidy Cats
% Parents
Iams
1.60
Purina Cat Chow
58%
Purina Dog Chow
1.63
Pro Plan
56%
Purina Cat Chow
1.55
Iams
49%
Pro Plan
Beneful
1.51
78%
Beggin'
Beneful
Fancy Feast
27%
24%
Friskies
73%
23%
28%
25%
Iams
71%
66%
74%
80%
82%
30%
Pro Plan
26%
Purina Cat Chow
26%
Purina Dog Chow
26%
Tidy Cats
30%
Counts
• Percent of Space
• Pricing Trends &
Promotional Types
• Macro Web Overview
• Social Media
Integration with Other Sources
& Key Partners
•
•
•
WALL STREET IS UTILIZING OUR DATA
Our analytics are a leading indicator of market share movement.
“Not surprisingly, we have found a strong correlation with ad count data
and market share... The data, therefore, can prove predictive of Nielsen
results (given its earlier availability) and revealing of marketplace
dynamics.”
A La Carte
The All You Can Eat Menu for Food Investors
“The data has proven to be predictive of Nielsen or IRI reported results
and, therefore, can be applied in the following ways:
1. Gain more rapid insight into how promotional developments are shifting
through the next period
2. Predict market share shifts before Nielsen data is released.”
Global Investment Research
United States: Food
SAMPLE OF EXTREME RESPONSIVENESS TO AD SUPPORT
Shows this product’s extreme responsiveness to ad support.
300
1.2
250
1.0
200
0.8
150
0.6
100
0.4
50
0.2
0
0.0
Ads Run
Quantity Sold
SAMPLE OF LOW RESPONSIVENESS TO AD SUPPORT
Shows the lack of impact from promotional support of this product.
40
35
2.5
2.0
30
25
1.5
20
1.0
15
10
0.5
5
0.0
0
Ads Run
Quantity Sold
CPG RETAILER MARKETING MIX IS SHIFTING
ENGAGING THE SHOPPER WHEN THEY ARE MAKING DECISIONS
Retailer Advertising and Promotion
CY 2012 vs. 2011
ADVERTISING EXPENDITURES
–
50.4%
Shopper exposed to advertising message
to build equity and continuity.
RETAILER FSI PAGES
% Change YAG
–
Shopper “opts-in” to FSI coupon vehicles to
build list and plan trip.
DIGITAL COUPON EVENTS
9.5%
–
5.2%
Shopper engaged with retailer website with
greater intent.
3.5%
Advertising
Expenditures
Retailer FSI
Pages
Digital Coupon
Events
Feature Ad
Pages*
SOURCE: Kantar Media
*SOURCE: ECRM
FEATURE AD PAGES
–
Shopper influenced both in-the-home and
in-the-store.
Retailer advertising and promotion activity influences the shopper regardless
of funding or control of event.
CPG RETAILER TACTICS SHOW SIGNIFICANT SHIFTS
DIFFERENTIATING MESSAGE AND MEDIA IN THE MARKET
Advertising
Dollars
FSI Promotion
Pages
Digital Coupon
Events
Feature Ad
Pages*
Walmart
11.7%
47.4%
189.7%
51.3%
Target
-4.9%
6.9%
29.8%
-8.7%
Kroger
9.1%
7.1%
3.7%
14.1
Safeway
-5.4%
5.7%
-9.2%
-1.9%
Supervalu
-20.0%
11.9%
201.5%
-2.3%
Walgreens
29.2%
42.6%
76.7%
-1.0%
CVS
22.7%
21.3%
149.5%
1.4
Retailer
% Chg vs YAG
MASS
FOOD
DRUG
SOURCE: Kantar Media
*SOURCE: ECRM
MASS:
– Walmart increased activity across tactics; Target FSI store coupons and store brands on Target.com
FOOD:
– Kroger “antes up” across tactics; Safeway and Supervalu scale back traditional advertising
DRUG:
– Walgreen’s and CVS increasing advertising and promotion while maintaining feature ad pages
Contact Information
PJ Pecuch
440-498-0500 x1993
[email protected]
To receive a copy of this deck or
a complimentary CPPS Pricing
Report, please contact us.

ECRM Analytics

Transcription

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Columbus Metropolitan Library

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FOR LEASE 4023 State Street

alternative routes

Hit the road this summer!

ETRM Solutions - Primetech Systems Inc.

for lease - Fesette Commercial

(eCRM): OPPORTUNITIES AND CHALLENGES IN A DIGITAL WORLD