Life Beyond A Print Circular
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Transcript of Life Beyond A Print Circular
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LIFE BEYOND A PRINT CIRCULAR
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We’re ShopLocal
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
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ShopLocal is Institutionalized in Retail
ShopLocal is Institutionalized in Retail
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THREE KEY TRENDS
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9.2.07
• 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
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• Shoppers research and shop onlinebut buy from local store
• Driven by two primary shopping needs: efficiency and convenience
1 BIGresearch, Simultaneous Media Usage Survey, 12/062 Forrester Research “The State of Retailing Online 2008: Marketing Report, May 2008
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Average number of hours/month per userA
mou
nt o
f Tim
e (h
ours
)
Source: ComScore Media Metrics, April 2008
Digital Media is Fragmentedand Now a Website Alone is Not Enough
Digital Media is Fragmentedand Now a Website Alone is Not Enough
2.1 hours
17 minutes
29 hours
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Differentiation
From
Competitors
In-Store
Pickup
Shopper
Personaliz
ation
Messaging
By
Segment
Leverag
ing
Leg
acy
Co
nten
t
In-Store
Conversion
Customer
CentricityCro
ss
Channel
Marketing
Best Buy Viper Forum
Best Buy Viper Forum
Global
Brandin
g
Buildin
g
New Bra
nd
Manifesto
LeveragingLegacyContent
CustomerCentricity
CrossChannel
Marketing
In-StoreConversion
ShopperPersonalization
MessagingBy
Segment
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SHOPLOCALSHOPPER PLANNING CENTER
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ON
LIN
E C
IRC
UL
AR
(TO
DA
Y)
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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.
PL
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Planning Center Home Page
Planning Center Home Page
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Planning Center Home Page
Planning Center Home Page
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Category Subpage
Category Subpage
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Product Detail Page
Product Detail Page
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Product Availability Page
Product Availability Page
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SHOPLOCALDIGITAL MARKETING SUITE
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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)
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Banner Display Ads
Mobile Applications
TargetedLocal Search
Social MediaWidgets Circular Central
Video On Demand
SmartDelivery PlatformConnects with Shoppers at Key Touch Points,
And Drives Them to Local Stores.
Web Service – Data Availability
• Products & Attributes
• Functionality (page flipping, etc.)
Optimization
• Wisdom of Crowds
• User Centric Recommendations
SmartCircularVersioned, Local In-Store Promotions
Publisher Integration
• Demographic
• Behavioral
• Contextual
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Wisdom of the Crowds Example
Wisdom of the Crowds Example
1
Shoppers browse the circular ads on Sundayon a SmartCircular site
2
All browsing activitiesare captured producing popularity rankings
3
A PaperBoy banner ad is shown to a shopper on Monday with crowd based rankings
4
All interactions within the ad are captured and used tofurther optimize the ad
5As time passes intra-week, theoptimization rankings continue toupdate to improve ad unittargeting and performance
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PaperBoy: Circular Banner Ads
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
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Targeted Ad Serving
Targeted Ad Serving
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6.28.07
23
2. Later throughout the Y! network, he sees…
1. Tom Bankston of Los Angeles uses Yahoo to research home improvement products, and tools in particular
SmartAd User Experience
SmartAd User Experience
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Search & Display Combination = Lift & Reach
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
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Local Search: Targeted Text Ads
Local Search: Targeted Text Ads
JCPenney Women's ApparelBuy Women's Clothing For Work &Play Affordably At JCPenney OnlineJCPenney.com
Current FutureJCPenney Women’s Apparel36 Specials Starting at $7.99, Thru Jan 17 in Indianapolis JCPenney.Weeklyad.com
Ad Copy
Landing Page
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SmartDelivery: Mobile Applications
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
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SmartDelivery: Widgets
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
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28
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
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Shopping
Video On Demand Circulars
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
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Circular Central
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
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QUESTIONS?
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APPENDIX
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PL
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Personalization Engine
Recommended Items: User Centric Recommendations via ClickStream
Wisdom of the Crowds: Crowd Sourced Popularity Rankings
New vs. Returning Users: Able to Trigger Messaging, Features, Site Help
Related Items: Similar Item Attribute Based
Geographic & Language: Item Level + CMS Content