ANITA BALDWINSON, CARM ALFANO, CRAIG SWEETMAN, DEAN … · • 2013 recipient of Newsstand Marketer...
Transcript of ANITA BALDWINSON, CARM ALFANO, CRAIG SWEETMAN, DEAN … · • 2013 recipient of Newsstand Marketer...
ANITA BALDWINSON, CARM ALFANO, CRAIG SWEETMAN, DEAN WALDRON, JERRY LYNCH
Meet the Presenters
Carm AlfanoVice President of Purchasing TNG
• A member of TNG for over 15 years• Currently manages all aspects of Category Management for both books
and magazines in our retailers• A member of the Industry Action Group.• Prior to TNG ran an Indigo/Chapters large format book store
� � �Industry Leader
All around, funny guyMagazine & Book Advocate
Meet the Presenters
Craig SweetmanOwner of CRS Media Consulting
• Over 36 years of industry experience• Held Executive/Management positions at Conde Nast, CMG and Coast to
Coast for 30 of those years• Launched and managed the growth of such successful publications as
Vanity Fair, Conde Nast Traveler, ZOOMER & Inside Fitness into the Canadian marketplace
• Chair of the Industry Action Group• 2013 recipient of Newsstand Marketer of the Year from CMC and
Magazines Canada• 2002 recipient of Conde Nast Excellence Award for Newsstand Marketing
& Circulation• Post-secondary education in the areas of Business Administration,
Marketing and Psychology
� � �Industry Leader
Builder of Publications
Magazine Advocate
Meet the Presenters
Dean WaldronDirector of Procurement and Supply Chain Metro
• A 34 year industry veteran• Currently responsible for the purchasing and distribution of all products• Directs the Metro360 IT group. • Over the years Dean has been involved in many corporate projects such
as:• The planning and start up of Prologix, • Implementation of Scanned Based Trading• The Book purchasing and distribution agreement with TNG • The development of numerous systems to both grow sales as well
as reduce costs • A system to manage Metro’s new corporate direction of being a
Diversified sales & marketing organization distributing & manufacturing lifestyle products to retail
� � �Industry Leader
Operation & Systems Expert
Magazine & Book Advocate
Meet the Presenters
Jerry LynchPresident Magazines & Books at Retail Association MBR
• President of IPDA since 2006…..MBR is merged entity of IPDA & PBAA• Deep retail experience and knowledge • A member of the Industry Action Group• Previous career with Wegmans Food Markets in Rochester, NY
� � �Retail Expert Industry LeaderMagazine & Book Advocate
Meet the Presenters
Anita BaldwinsonDirector Retail Services | Marketing TNG
• A member of TNG the team for over 13 years• Manages marketing, web and communications for TNG• A member of the “Industry Action Group” (IAG)• A board member of the CMC “The Voice of Audience Development”• 2014 recipient of Newsstand Marketer of the Year from CMC and
Magazines Canada• Previously worked for a Marketing and Business Strategy agency,
developing brand, marketing and web solutions for businesses. • Holds a B. Comm Marketing degree
� � �Marketing & Communications Specialist
Fitness & Health Advocate
Inbound Marketing Certified
1IntroductionMagazines matter
3Magazines At RetailWhat place do print magazines have at retail
4Books At RetailWhat’s working
2What’s Happening At RetailRetail today is challenging at best
5Quebec MarketWhat’s working
7OpportunitiesContinued work to ensure future
8DiscussionAudience participation
6Securing the FutureWhat’s already been accomplished
1IntroductionMagazines matter
2What’s Happening At RetailRetail today is challenging at best
Bryan Pearson in Forbes
What’s clear is the path of retail has rarely been a straight one. The best we can do for its future is to learn by following in its footprints.
Retail Today Is Under Fire
CANADA RETAIL
4.5
1.50.70.1
6.7
Consumer Price Index
Bricks & Mortar Retail TodayChallenging….
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Sales difficult & moving
around
Across many
categories
Trips … if up, basket
size impacted
Trips... If down, then
they are down &
basket size down
�Sales difficult
and moving around
Across classes of trade
Demographic ShiftsNon-majority populations
Major Macro Polarizers
• Source: Kantar Retail Analysis
TechnologyNew Generations
GeographyUrban Explosion
Incomes DivergeHave/Have Nots
FACTIONALFRAGMENTED FRACTUREDThe death of “average” in a splintered landscape
Shopper Rationalization = Loyalty to “Chosen Fewer,” Unique Retailers…
Average Number of Retailers Shopped in Past Four Weeks*(among all primary household shoppers)
• * Inclusive of visits to stores and websites; averages are for Q1-Q3 of each year.
• Source: Kantar Retail ShopperScape®, January 2007-September 2016; kriq.com
Dispersion of Promo Opportunities
More, Smaller Points of Commerce
Other Fracture Points : Fill-In Trips Increase at Expense Of Other Trips
Arrows indicate significant difference between 2011 and 2016 year to date (95% confidence level)
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Primary Reason for Last Grocery/HH Essentials/HBC Trip (most recent trip to any mass/club/discount/drug/supermarket retailer to buy groceries/HH essentials/HBC products)
Stock-up
Fill-in
Immediate use
Sale items
Coupon items
Browsing
Special occasion
Source: Kantar Retail ShopperScape®, Feb/May/Aug/Nov 2012, 2013, 2014, and 2015; Feb/May/Aug 2016
Stores Lose Traction to Online Across All Facets of Shopping
• Source: Kantar Retail ShopperScape®, March 2015 and March 2016
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Biggest declines on key value-oriented aspects of shopping, and even some experiential factors
Shoppers Who Indicate Store Is Best Venue for Key Aspects of Shopping, 2015 vs. 2016(among all primary household shoppers)
Threat
Bricks & Mortar Retail Today…Challenging!
Sales Difficult & Moving Around
Across Most Classes of Trade
Across Many Categories
Trips….. if upBy a Fraction
Basket Size Impacted
Trips if downThen They are Down
And Basket Size Dropping
How are Retailers Reacting?
Recent Survey Retail Execs
Bricks & Mortar Retail Today
Consolidation Continues
Now, a Firm Return to the Productivity Loop…with an Added Focus: Baskets
“We’ve got to win on baskets, and the economics are not only in our favor, but in the customers’ behavior if they shop a basket at a time” -Doug McMillon, October 2016
• Source: Company presentation, Kantar Retail analysis
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Retailer CEO: Where to Position? Red Ocean | Blue Ocean Update
High
Low CostHigh Low
% $ = 21%% Growth = 21%
Avg. ROIC = 30.1%
% $ = 10%% Growth = 14%
Avg. ROIC = 27.8%
Low Cost
Differentiated
Transition
Red Ocean
LC Donor
Blue Ocean
% $ = 10%% Growth = 20%
Avg. ROIC = 18.3%
% $ = 19%% Growth = 16%
Avg. ROIC = 16.2%
% $ = 1%% Growth =
-0.2%
% $ = 40%% Growth = 29%
Avg ROIC = -2.0%
Source: RetailNet Group Database & Analysis; FactSet; Morningstar
Heightened Focus on Fresh
Publix Whole Foods
Commercialize Ideas: Fresh
Increasingly Found Across Players – Some Less Traditional Fresh Grocers
Heightened Online Focus
will invest approximately $1 billion into its Canadian retail business in 2016, ……….
construction projects for approximately 50 new stores and 150 renovations to existing stores, increased e-commerce expansion, and IT infrastructure and supply chain projects.
The grocery and pharmacy giant said the investment included the continued roll out of its Click & Collect ecommerce, improved health and wellness services, and the inclusion of fresh food at select Shoppers Drug Mart locations. Canadian Grocer 4/13/17
Expansion & Online Focus
Retailer Focus
Social Media
Consumer Focus
DifferentiationDigital Solutions
Watching Competition
Whole Store
Data Driven
SALES SALES SALESProfit - $$$ or %
Loyalty/Retention
Basket SizePrice Competitive
FREE UP CAPITAL
Traffic/Trips Long term focus
Control CostsSKU rationalization
Inventory | Labor | Space
Scale Matters
Traditional | New…. Aldi Lidl | DIGITAL | AMAZON
3Magazines At RetailWhat place do print magazines have at retail
Magazine Sales Canada by COT
Inflation
Magazine Market Share COT, Canada
Canadian Retail Magazine Sales Share of Market
The Challenges
• Sales decline MagNet estimates 7.1% US & 5.8% CA
• Units off nearly 12 % in Canada • Space allocated down• Quality of space is under fire• The negativity associated with
“PRINT” is very much still out there
More Hurdles
Disengaged RetailersWe lack passionate category merchants who are able to explain a category that breaks the rules.
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Historical Strength Now a LiabilityRetailers did very little, only collected the cash. Sales were strong, space was plentiful.
Publishers Frustrated by RetailWhy the cutback at checkouts, in space and the poor locations? How can you cover a cover?
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PublishersRetailers
What place and or role do print magazines have at retail?
Did You Know…
Readers of All Ages Enjoy Print
Canadians Prefer Magazines
More MagazinesCanada has access to more consumer magazine titles per capita than most other developed countries
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Canadians Prefer Magazines
88%92%
Feel that it is important that a magazine have
editorial content specifically
created for them
�Agree that Canadian
magazines play a significant role in
informing Canadians about
each other
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90%
Feel that U.S. titles don’t
effectively cover Canadian issues
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Canadian Magazines Have Staying Power
9 Years 1, 200
Total number of magazine Titles have stayed above
English TitlesFrench Titles
Source: Mastheadonline; Magazines Canada; Statistics Canada; CARDonline
U.S. Spill In Long Term Decline
42%59%
Average Circulation Spill/Title
Overall Spill Circulation
Why Print Magazine Ads Work
� Preferred by majority (even millennials)
� More focused attention, less distraction
�Drives sensory involvement which contributes to its impact on readers
Slower reading speeds
�Stimulates emotions and desires
�Higher comprehension and recall
Paper Readers Remember More: Neuroscience says that reading on paper is slower and deeper; paper readers remember more.
Ads in Magazine Media Are Valued & Trusted
More than
ads in other
media
To view the CTC Box Score visit www.ctcmagazines.com/boxscore/
CTC Box Score
Out of 3,091 magazines sold on Canadian newsstands, how many increased their annual $ sales between 2012 and 2015?
Titles That Grew
0 143
367 688688
0 7
25 33
Categories That Grew
Of the 73 categories on the CTC Box Score, how many were up in total $ sales between 2012 and 2015?
15 Categories*
*In 2016, based upon TNG #
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POS $ Up Versus $ Down
Source: TNG 2016 Versus 2015 POS Retailer Data
Some Awesome Retail Sales
Retailer 1
$40KIn 1 week
Retailer 2
$199K In English
Mags
$425K
$550KQuebec Retailer
How do you think mainline magazine titles performed in the past 3 years in terms of total annual $ sales?
Mainline Title Performance
-16% -24%
-8% +2%
2879 Mainline Only
TitlesOut of 3091
+2
Canada Comes Through
Canada is 10% of the North American population
However, on many USA magazines Canada outperforms this 10% number.
Title CDN % of Total NA Sales
Cosmopolitan 17.3%InStyle 15.2%O Magazine 20.2%Vanity Fair 17.7%Women’s Health 15.7%Vogue 15.0%National Geographic 16.8%Fine Cooking 21.7%Car & Driver 15.5%Popular Science 16.9%Dirt Bike 20.0%Threads 23.1%Mopar Muscle 28.8%
Here are some examples…
Just Some of the Titles That Resonate
ME-TimePrint offers escape from
hectic lives. Curl up & have an experience with favourite
Collectable
Premium content that thecustomer will pay for and
save
Tactile & AddictiveFeels good beneath the
fingertips and is an immersive experience
Just Some of the Titles That Resonate
Bookazines are up +25% $High quality, not price
sensitive, growing category
Sell Through Average 47%
Top-selling issue with +75% sell through in areas
+26% $, +8% UnitsIn 2017, so far, the higher
retail price helping Star
Just Some of the Titles That Resonate
14.3% In Unit Sales
Highest efficiency at 36.7%Increased cover price
56.5% In Unit Sales
Newsstand revenue increased 71.4%. Virtually
unchanged efficiency
121.7% In Unit Sales!
Highest sales efficiency ever at 51%. Increased price to
$8.95. Digest size.
Just Some of the Titles That Resonate
Sell Through Almost 50%2nd highest unit sales of any
Zoomer issue since inception
Original CoverTribute cover created within
24 hours of his passing
Field Agent Consumer Survey June 2015
Sought After Connection to the Consumer
read
coverphysical
articlesinteresting
pages
coupons
pictures
timegoodwant
feel
somethinginterested
storylook
recipesget
use
take
easier copy
interestsave
keepreading
able
pricearticle
Simply Great Product
4Books At RetailWhat’s Working
“Books Aren’t Dead, (They’re Just Going Digital)”-Newsweek, 2007“Are books an endangered species?”
-Forbes, 2011
“What will become of the paper book?”-Slate, 2012
“It’s official – the book is dead”-Huffington Post, 2014
Stable Canadian Book Market
E-Book Share
E-Book
Categories
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POETRY79%
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COOKING6%
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COMICS & GRAPHIC NOVELS
7%
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THRILLERS9%
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LITERARY COLLECTIONS
14%
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TRANSPORTATION28%
Hot Topics
Categories that saw a sales boost in 2016
Reader Discovery
Where were you browsing/searching when you became aware of this book? (N=2,690)How Canadians Buy Books 2015, BookNet Canada (September 2016)
WHERE WERE YOU SEARCHING?
45%PHYSICAL
STORE
Why is it Working?
Seasonal Displays
Holiday Endcap Mother’s Day Endcap Seasonal Gondola
Move on New & Hot Categories
Adult Colouring
The “Suggested” Purchase
Read of the Month
Pick of the MonthBook of the Month
Showcase Pick
Media Tie Ins
Data and Replenishment
Demand
Supply
Transport
Inventory
Planning Process
Safety StockReorder Level
Order Up-to LevelOrder Quantity
Service Level
Flexible Display Space
Topper Program Display What’s Hot Right Now
5Quebec MarketWhat’s working
Challenges and Successes of the Quebec Market
BOOK SALES OUTPACE OTHER
REGIONS
3 TO 1
8.2 MILLION
78% French
8% English14% Other
Challenges
• Fixtures
• Free for all
• Inconsistent checkout product
• No one followed POG’s
• Logo’s over-stickered
• Commissioned magazines
• No retailer support
• No English titles
• Lost Publisher support
We Believed
Fixing the System
2014 2017
1 Distributor Relationships Retail Relationships Execution2 3
Phase 2Phase 1 Phase 3
Build Cooperative Environment Analyzed Marketplace Demographic Rationalization
Results
Improved Relations
Professional business relationship with French
suppliers & Quebec based retailers.
Product Rationalization
Increased English product in stores . Exited stores in French
regions.
ComplianceCheckout and mainline
space compliance is now honored and adhered to
Publishers Participate
Publishers are now willing to participate in checkout
programs
Dedicated SpaceDedicated space/Pockets
for all suppliers on all fixtures based on
demographics
Continue Improvements
Expand major promotions. Test other opportunites
In the Midst of Every Crisis Lies Great Opportunity
6Securing the FutureWhat’s already been accomplished
The Good News to Build On
Product that is extremely profitable to
retailers
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We are still here despite
the loss in volume
There are still significant category
sales
A supply chain that has
wrenched out costs
Retailers looking for
help
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Industry Initiatives
SBT FORMED IAG RDA
Inventory
Industry Action GroupGroup of industry participants from the supply chain. Publishers, Distributors,
Industry Association Leaders, Wholesalers, Consultants
Pass-Through RDASimplified the system and highlighted retail discounts to retail more clearly.
Scan Based TradingRetailers no longer own the
inventory
Industry Action Group Mission
To work as a unified entity to identify challenges & opportunities and to find creative and positive solutions which create growth for today’s Newsstand Industry.
To facilitate communication of the consumer and business benefits of the reading category. We will work to move the industry forward by initiating positive changes and employing best practices while working to ensure that every participant in the Newsstand supply chain can benefit.
� 7OpportunitiesContinued work to ensure future
�Remove
“Dead” from vocabulary
84% More
engaged with ads
Digital will lose ad budgets (eventually)
New print start-ups +
digital publications
returning
�Retail looking for profitability & consumer connection
Reader demand
is still strong
Raise Expectations
• Expect to grow not to fall• Seize opportunities to do more• Incorporate digital to help sell more print• Engage & communicate with retail at all
levels
Communication is Key
Shopper Survey
Develop Resources
Promote
Brand-SparkCanadian Shopper Survey
Communication Tools
Tools for interacting individually & collectively
Newsstand Build upon momentum
Table Program Display What’s Hot Right Now
Retail Demands New Approach
Gondola Program Gondola ProgramNew Racking New Racking
A changing and evolving environment is creating
opportunities
Retail is changing
• Grow sales profitably• Complement the go-to market
strategy• Drive trips and or basket size• Energize Consumers
Demand for Categories
• Focus on consumer differentiation and loyalty
• Quality publications are exciting
Magazines Can Answer
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8DiscussionAudience participation