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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.
ECRM’s promotional analytics provides the most comprehensive information needed to increase profits, predict competitive trends and make better decisions.
THE LEADING PROVIDER OF PROMOTIONAL DATA AND ANALYTICS
ECRM Analytics
Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
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. 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
A SYSTEM UNLIKE THE REST Providing the most comprehensive promotional data on the planet
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HOW WE DO WHAT WE DO Advanced cropping & coding systems
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Pric
e &
Prom
otio
n •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
, Dat
e &
Plac
emen
t •Market •Zip Code •Circulation Date •Promotion Dates •Circular Size •Page Size •Ad Image Size •Brand Image Size •Category % Space •Page Placement •Page Number
Cat
egor
y, B
rand
& R
etai
ler •Retailer
•Manufacturer •Brand •Product •Private Brand •Control Brand •Organic Products •Department •Segment •Category •Media Type
HOW WE DO WHAT WE DO 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.
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Weekly Circulars
Newspaper Run-of-Press
Manufacturer FSI’s
In-Store Coupon Books
Loyalty Member Emails
Website Sales & Promotions
Social Mentions & Offers
OUR COVERAGE GOES BEYOND THE CIRCULAR Today, retailers communicate with consumers across many channels which means more ways to report promotional activity.
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• 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
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HOUSEHOLD & GENERAL MERCHANDISE SAMPLE IMAGES
22.65%
9.20%
8.41%
8.19%
7.92%
6.95%
22.47%
9.71%
8.52%
9.10%
8.39%
7.62%
Batteries
Hand Tools&
Accessories
Paint &Home
Decorating
Power Tools&
Accessories
Lightbulbs
Plumbing/Heat/Home
Imprvmt.
Hardware
CurrentPrior
20.48%
13.22%
10.80%
9.57%
8.44%
5.86%
17.28%
11.24%
11.57%
9.62%
11.38%
5.74%
Car Care &Protection
AutomotiveFluids &Filters
MechanicsTools &
Equipment
Motor Oil
GPS &Navigation
EmergencyKits & Travel
Aids
Auto
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CHANGE IN YOY AD SUPPORT BY SUBCATEGORY Circulars Only; True Ad Block Count; Auto, Hardware, Housewares, & Toys
Source: ECRM Marketgate, 7/15/2012-7/13/2013 vs. Year Ago
16.92%
7.04%
6.51%
5.90%
5.53%
5.50%
22.08%
7.19%
5.40%
6.42%
3.70%
4.92%
GamingMedia/Games
Plush
Dolls
GamingConsoles
ActionFigures &
Accessories
Spring &SummerSeasonal
Toys
Toys
CurrentPrior
11.48%
10.66%
4.60%
4.31%
3.48%
3.43%
11.35%
10.41%
4.66%
4.11%
3.65%
3.49%
Bedding
Kitchen/HouseholdAppliances
Bakeware
Cookware
DecorativeAccessories
HomeOffice
Furniture
Housewares
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CHANGE IN YOY AD SUPPORT BY SUBCATEGORY Circulars Only; True Ad Block Count; Auto, Hardware, Housewares, & Toys
Source: ECRM Marketgate, 7/15/2012-7/13/2013 vs. Year Ago
24.23%
7.22%
3.16%
3.14%
3.09%
2.84%
26.73%
7.16%
3.27%
2.98%
4.55%
2.53%
Menards
Sears
AceHardware
Lowe's
HomeDepot
FredMeyerStores
Hardware
CurrentPrior
9.49%
8.32%
7.58%
7.38%
7.09%
6.77%
12.40%
5.55%
7.31%
9.70%
7.27%
7.27%
Pep Boys
O'ReillyAuto Parts
Auto Zone
Sears
AdvanceAutoStores
Kmart
Auto
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CHANGE IN YOY AD SUPPORT BY RETAILER Circulars Only; True Ad Block Count; Auto, Hardware, Housewares, & Toys
Source: ECRM Marketgate, 7/15/2012-7/13/2013 vs. Year Ago
12.44%
9.58%
7.95%
7.01%
5.42%
5.01%
14.37%
8.82%
9.58%
7.41%
0.85%
6.31%
Toys - R -Us
FredMeyerStores
Kmart
Smith'sMarket-place
SuperKmart
TargetStores
Toys
CurrentPrior
6.96%
6.14%
5.67%
4.62%
4.07%
3.74%
7.31%
5.75%
5.95%
4.89%
4.16%
0.84%
Kohl's
ShopkoStores
Sears
FredMeyerStores
Kmart
SuperKmart
Housewares
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CHANGE IN YOY AD SUPPORT BY RETAILER Circulars Only; True Ad Block Count; Auto, Hardware, Housewares, & Toys
Source: ECRM Marketgate, 7/15/2012-7/13/2013 vs. Year Ago
13.18%
11.11%
10.52%
5.04%
4.97%
2.82%
12.83%
10.19%
10.98%
3.37%
4.84%
2.20%
Procter &Gamble
Company
SearsPrivateBrand
EnergizerHoldings,
Inc.
MenardsPrivateBrand
GeneralElectric
DuraflameInc.
Hardware
CurrentPrior
12.48%
8.44%
6.23%
4.92%
4.30%
2.83%
12.13%
8.24%
6.81%
2.01%
4.76%
3.08%
SearsPrivateBrand
SOPUSProducts
Garmin,Ltd.
Procter &Gamble
Company
Peak
ArmoredAuto
Group Inc.
Auto
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CHANGE IN YOY AD SUPPORT BY MANUFACTURER Circulars Only; True Ad Block Count; Auto, Hardware, Housewares, & Toys
Source: ECRM Marketgate, 7/15/2012-7/13/2013 vs. Year Ago
19.85%
10.50%
7.46%
5.99%
4.59%
2.93%
16.27%
11.38%
7.90%
4.22%
7.55%
4.98%
MattelToys
Hasbro,Inc.
NintendoCo., Ltd.
Activision,Inc.
MicrosoftCorp.
SonyComputer
Ent.
Toys
CurrentPrior
4.92%
3.65%
3.51%
2.98%
2.87%
2.72%
4.83%
3.45%
3.83%
3.23%
3.01%
1.96%
SearsPrivateBrand
KrogerPrivateBrand
Kohl'sPrivateBrand
JardenConsumerSolutions
NewellRubber-
maid
KmartPrivateBrand
Housewares
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CHANGE IN YOY AD SUPPORT BY MANUFACTURER Circulars Only; True Ad Block Count; Auto, Hardware, Housewares, & Toys
Source: ECRM Marketgate, 7/15/2012-7/13/2013 vs. Year Ago
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Private Branded
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RETAILER DEDICATION TO PRIVATE BRAND Circulars Only; True Ad Block Count; Auto, Hardware, Housewares, & Toys
Source: ECRM Marketgate, 7/15/2012-7/13/2013
Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
• 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
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AD BLOCK COUNT VS. TRUE AD BLOCK COUNT Both Ads Feature Toothpaste – Should They be Counted the Same?
Safeway – San Francisco, CA - 7/5/2012 Circular - Page 1 (F)
Walgreens – Chicago, IL - 12/9/2012 Circular - Page 25 (M)
Exclusive: Shared: 16 Brands with 0.0625 True Ad Count Each
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Kmart Kohl’s Lowe’s Sears Walmart-US
Exclusive 97.33% 93.62% 98.05% 97.97% 88.52% Shared 2.67% 6.38% 1.95% 2.03% 11.48%
PROMOTIONAL EXCLUSIVITY IN AUTO Source: ECRM Marketgate, 7/15/2012-7/13/2013; Circulars Only
Kmart Kohl’s Lowe’s Sears Walmart-US
Exclusive 93.73% 98.63% 99.05% 98.92% 97.81% Shared 6.27% 1.37% 0.95% 1.08% 2.19%
PROMOTIONAL EXCLUSIVITY IN HARDWARE Source: ECRM Marketgate, 7/15/2012-7/13/2013; Circulars Only
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Kmart Kohl’s Lowe’s Sears Walmart-US
Exclusive 95.08% 92.23% 99.89% 97.12% 98.53% Shared 4.92% 7.77% 0.11% 2.88% 1.47%
PROMOTIONAL EXCLUSIVITY IN HOUSEWARES Source: ECRM Marketgate, 7/15/2012-7/13/2013; Circulars Only
Kmart Kohl’s Lowe’s Sears Walmart-US
Exclusive 90.09% 69.22% 100.00% 94.81% 93.18% Shared 9.91% 30.78% 0.00% 5.19% 6.82%
PROMOTIONAL EXCLUSIVITY IN TOYS Source: ECRM Marketgate, 7/15/2012-7/13/2013; Circulars Only
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• 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
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Back page of the 9/23/2012 CVS circular Tide received 18% of the page
Back page of the 9/9/2012 Kmart circular Tide received 5% of the page
NOT ALL ADS ARE CREATED EQUAL Can you find both Tide promotions?
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Back page of the 9/23/2012 CVS circular Tide received 18% of the page
Back page of the 9/9/2012 Kmart circular Tide received 5% of the page
NOT ALL ADS ARE CREATED EQUAL There is a clear difference…why should they be counted the same?
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• 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
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COMPREHENSIVE NATIONAL PRICING COVERAGE July 2012 Carbonated Beverage Example. County-level displayed here.
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HIGHLY GRANULAR PRICING COVERAGE Cleveland, OH July 2012 Carb. Beverage Example. Zip code-level displayed here.
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TYPES OF PROMOTIONS All General Merchandise Categories, 5 Key Retailers
Source: ECRM Marketgate, 7/15/2012-7/13/2013
Kmart Kohl’s Lowe’s Sears Walmart-US
Promo Type % of Total % of Total % of Total % of Total % of Total
* PRICE POINT 83% 85% 94% 84% 99%
* x/For 2% 1% 1% 0% 0%
% OFF 11% 14% 5% 12% 0%
B1G1 1% 0% 0% 0%
B1G1 50% OFF 2% 1% 0%
OTHER 2% 0% 0% 3% 1%
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• 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
21.99%
11.59%
10.37%
6.81%
4.61%
3.82%
16.75%
9.31%
7.24%
4.66%
5.40%
6.39%
Batteries
Power Tools&
Accessories
Hand Tools&
Accessories
Plumbing/Heat/Home
Imprvmt.
SecurityCameras &
Monitors
Heaters
Hardware
CurrentPrior
20.20%
19.60%
9.37%
7.45%
6.91%
4.66%
24.86%
16.14%
9.55%
4.03%
7.06%
1.22%
GPS &Navigation
Car Care &Protection
Car Audio
EmergencyKits & Travel
Aids
MechanicsTools &
Equipment
Floor Mats
Auto
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CHANGE IN YOY AD SUPPORT BY SUBCATEGORY Web & Email; True Ad Block Count; Auto, Hardware, Housewares, & Toys
Source: ECRM Marketgate, 7/15/2012-7/13/2013 vs. Year Ago
13.27%
7.48%
5.97%
5.80%
5.20%
4.81%
12.91%
4.39%
6.19%
9.18%
4.15%
5.55%
GamingMedia/Games
Ride Ons
Board/Card
Games
MusicalToys &
Instruments
ActionFigures &
Accessories
Crafts &Activities
Toys
CurrentPrior
15.17%
12.32%
6.88%
5.16%
5.05%
3.41%
2.15%
13.38%
12.42%
1.94%
7.61%
6.00%
WaterPurifiers
Kitchen/HouseholdAppliances
Bedding
DisposableFood
StorageContainers
HomeOffice
Furniture
Cleaning-Brushes/Cloths
Housewares
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CHANGE IN YOY AD SUPPORT BY SUBCATEGORY Web & Email; True Ad Block Count; Auto, Hardware, Housewares, & Toys
Source: ECRM Marketgate, 7/15/2012-7/13/2013 vs. Year Ago
9.91%
9.69%
8.94%
6.71%
6.56%
4.95%
9.44%
6.76%
2.82%
6.70%
3.37%
7.02%
Lowe'sHome
Improvement
Sears
Amazon.com
HomeDepot
AceHardware
Menards
Hardware
CurrentPrior
23.35%
13.05%
12.00%
10.05%
7.16%
4.68%
22.53%
1.12%
4.28%
25.39%
9.77%
0.47%
Best Buy
Kmart
Sears
Pep Boys
BJ'sWholesale
Club
Amazon.com
Auto
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CHANGE IN YOY AD SUPPORT BY RETAILER Web & Email; True Ad Block Count; Auto, Hardware, Housewares, & Toys
Source: ECRM Marketgate, 7/15/2012-7/13/2013 vs. Year Ago
38.26%
10.60%
9.59%
5.57%
5.21%
3.63%
34.08%
14.82%
4.58%
6.98%
9.17%
3.50%
Toys - R -Us
Best Buy
Kmart
Walmart-US
TargetStores
Big Lots
Toys
CurrentPrior
6.20%
5.19%
5.13%
5.07%
4.83%
3.20%
4.16%
1.00%
3.60%
4.10%
3.27%
3.82%
Big Lots
Amazon.com
Sears
Lowe's
Kmart
BJ'sWholesale
Club
Housewares
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CHANGE IN YOY AD SUPPORT BY RETAILER Web & Email; True Ad Block Count; Auto, Hardware, Housewares, & Toys
Source: ECRM Marketgate, 7/15/2012-7/13/2013 vs. Year Ago
15.14%
10.86%
8.53%
8.52%
4.76%
2.66%
16.77%
2.30%
4.27%
3.97%
2.79%
6.41%
Procter &Gamble
Company
EnergizerHoldings,
Inc.
SearsPrivateBrand
3M
DeWaltIndustrialTool Co.
MortonInt'l, Inc.
Hardware
CurrentPrior
12.76%
9.76%
8.65%
5.66%
4.49%
4.31%
2.47%
2.60%
12.34%
8.08%
5.47%
4.97%
SearsPrivateBrand
Procter &Gamble
Company
Garmin,Ltd.
Tom TomInc.
MagellanNavigation,
Inc.
SOPUSProducts
Auto
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CHANGE IN YOY AD SUPPORT BY MANUFACTURER Web & Email; True Ad Block Count; Auto, Hardware, Housewares, & Toys
Source: ECRM Marketgate, 7/15/2012-7/13/2013 vs. Year Ago
19.22%
13.65%
4.62%
3.45%
3.40%
3.17%
14.48%
14.14%
5.73%
3.85%
2.59%
5.18%
MattelToys
Hasbro,Inc.
NintendoCo., Ltd.
LegoSystems,
Inc.
Activision,Inc.
MicrosoftCorp.
Toys
CurrentPrior
13.80%
10.33%
8.57%
5.62%
4.93%
3.20%
18.44%
2.61%
3.40%
0.02%
6.22%
1.79%
S.C.Johnson &Son, Inc.
3M
CloroxCompany
Kaz, Inc.
Procter &Gamble
Company
SearsPrivateBrand
Housewares
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CHANGE IN YOY AD SUPPORT BY MANUFACTURER Web & Email; True Ad Block Count; Auto, Hardware, Housewares, & Toys
Source: ECRM Marketgate, 7/15/2012-7/13/2013 vs. Year Ago
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Private Branded
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RETAILER DEDICATION TO PRIVATE BRAND Web & Email Only; True Ad Block Count; Auto, Hardware, Housewares, Toys
Source: ECRM Marketgate, 7/15/2012-7/13/2013
Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
• 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
Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
A TALE OF TWO MESSAGES What is General Mills saying in their posts?
The word cloud proportionately increases font size to represent how often the word is used. Favorite word count: ‘cheerios’ 41; ‘day’ 22; ‘one’ 16; ‘box’ 16; ‘chex’ 13; ‘love’ 11; ‘like’ 7; ‘breakfast’ 7; ‘today’ 7; ‘changed’ 5; total words: 1,895.
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A TALE OF TWO MESSAGES What others are posting on General Mill’s Facebook walls?
The word cloud proportionately increases font size to represent how often the word is used. Favorite word count: ‘one’ 243; ‘love’ 173; ‘cheerios’ 151; ‘day’ 137; ‘like’ 129; ‘box’ 110; ‘good’ 107; ‘honey’ 83; ‘just’ 79; ‘lol’ 65; ‘yummy’ 63; ‘gmo’ 55; total words: 16,886!
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A TALE OF TWO MESSAGES What is Kellogg’s saying in their posts?
The word cloud proportionately increases font size to represent how often the word is used. Favorite word count: ‘day’ 46; ‘crazy’ 30; ‘good’ 30; ‘summer’ 30; ‘tickets’ 26; ‘gym’ 20; ‘concert’ 19; ‘weekend’ 19; ‘like’ 18; ‘heroes’ 18; total words: 3,445.
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A TALE OF TWO MESSAGES What others are posting on Kellogg’s Facebook walls!
The word cloud proportionately increases font size to represent how often the word is used. Favorite word count: ‘gmo’ 555; ‘love’ 350; ‘like’ 309; ‘food’ 252; ‘just’ 227; ‘want’ 202; ‘good’ 198; ‘know’ 185; ‘please’ 118; total words: 61,115.
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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
PSYCHOGRAPHICS: BENEFITS How retailers and brand owners benefit from a clear picture of their customers.
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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: Masculinity Personality Age Education Level Political Affiliation Family Dynamic Pet Ownership Home Ownership Community Type (Urban/Suburban/Rural)
UNDERSTANDING PSYCHOGRAPHICS A means of identifying users by interest, occupation, role in life and other personal characteristics.
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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: Ambition Competitiveness Assertiveness Materialism Power High Feminine % displays key female attributes: Charity Relationships Quality of Life Community Involvement Social Well-being What brands will help to attract more male shoppers?
66%
65%
50%
44%
44%
31%
26%
17%
16%
12%
11%
11%
8%
6%
5%
34%
35%
50%
56%
56%
69%
74%
83%
84%
88%
89%
89%
92%
94%
95%
0% 20% 40% 60% 80% 100%
LEGO
Advance Auto Parts
GE
Whirlpool USA
Amazon.com
Mattel
Walgreens
Kmart
Rubbermaid
The Libman Company
Purex
Hasbro Game Night
Crayola
P&G everyday
Playskool
Masculinity FemininityPSYCHOGRAPHICS: MASCULINITY Is your brand masculine or feminine?
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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.
23
32
36
39
40
43
35
40
36
37
39
36
31
39
38
26
34
37
40
41
44
36
41
37
37
39
36
31
38
37
0 10 20 30 40 50
LEGO
Amazon.com
P&G everyday
Purex
The Libman Company
Whirlpool USA
Advance Auto Parts
Rubbermaid
Mattel
GE
Walgreens
Crayola
Playskool
Kmart
Hasbro Game Night
PSYCHOGRAPHICS: PERSONALITY AGE VS. TRUE AGE Personality age characterizes behaviors, interests and role in life.
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74%
71%
67%
64%
64%
60%
59%
59%
55%
54%
54%
51%
50%
41%
27%
The Libman Company
Playskool
Crayola
Kmart
Rubbermaid
GE
Advance Auto Parts
Hasbro Game Night
Purex
P&G everyday
Whirlpool USA
Mattel
Walgreens
LEGO
Amazon.com
% Pet Owners
77%
72%
63%
61%
61%
58%
57%
56%
56%
48%
46%
45%
45%
20%
18%
The Libman Company
Rubbermaid
Playskool
Whirlpool USA
Crayola
P&G everyday
Hasbro Game Night
Purex
Kmart
Mattel
GE
Walgreens
Advance Auto Parts
Amazon.com
LEGO
% Home Owners
PSYCHOGRAPHICS: MORE METRICS
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77%
73%
70%
66%
66%
65%
64%
64%
60%
56%
56%
55%
49%
40%
36%
Playskool
The Libman Company
Whirlpool USA
Kmart
Crayola
Advance Auto Parts
GE
Rubbermaid
Hasbro Game Night
P&G everyday
Mattel
Walgreens
Purex
LEGO
Amazon.com
Displays of Status/Income
PSYCHOGRAPHICS: MORE METRICS
1.76
1.75
1.72
1.71
1.69
1.69
1.68
1.67
1.66
1.64
1.64
1.62
1.62
1.60
1.58
Mattel
Amazon.com
Hasbro Game Night
Rubbermaid
P&G everyday
LEGO
Whirlpool USA
Playskool
Walgreens
GE
Crayola
The Libman Company
Advance Auto Parts
Purex
Kmart
Average Education Level
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• 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
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“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
WALL STREET IS UTILIZING OUR DATA Our analytics are a leading indicator of market share movement.
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0.0
0.2
0.4
0.6
0.8
1.0
1.2
0
50
100
150
200
250
300
Ads Run Quantity Sold
SAMPLE OF EXTREME RESPONSIVENESS TO AD SUPPORT Shows this product’s extreme responsiveness to ad support.
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0.0
0.5
1.0
1.5
2.0
2.5
0
5
10
15
20
25
30
35
40
Ads Run Quantity Sold
SAMPLE OF LOW RESPONSIVENESS TO AD SUPPORT Shows the lack of impact from promotional support of this product.
CPG RETAILER MARKETING MIX IS SHIFTING ENGAGING THE SHOPPER WHEN THEY ARE MAKING DECISIONS
ADVERTISING EXPENDITURES – Shopper exposed to advertising message
to build equity and continuity.
RETAILER FSI PAGES
– Shopper “opts-in” to FSI coupon vehicles to build list and plan trip.
DIGITAL COUPON EVENTS
– Shopper engaged with retailer website with greater intent.
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.
SOURCE: Kantar Media *SOURCE: ECRM
Advertising Expenditures
Retailer FSI Pages
Feature Ad Pages*
3.5%
9.5%
5.2%
Retailer Advertising and Promotion CY 2012 vs. 2011
% C
hang
e YA
G
Digital Coupon Events
50.4%
CPG RETAILER TACTICS SHOW SIGNIFICANT SHIFTS DIFFERENTIATING MESSAGE AND MEDIA IN THE MARKET
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
SOURCE: Kantar Media *SOURCE: ECRM
Retailer % Chg vs YAG
Advertising Dollars
FSI Promotion Pages
Digital Coupon Events
Feature Ad Pages*
MASS
Walmart 11.7% 47.4% 189.7% 51.3%
Target -4.9% 6.9% 29.8% -8.7%
FOOD
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%
DRUG
Walgreens 29.2% 42.6% 76.7% -1.0%
CVS 22.7% 21.3% 149.5% 1.4
CPG RETAILER TACTICS VARY SIGNIFICANTLY BY WEEK INCREASING SHARE OF VOICE FOR SPECIFIC TRIP OCCASIONS
DRUG: Drug retailers emphasize “holiday convenience” and target “open enrollment” periods
16
14
20
10
8
4
2
0
MASS: Walmart leads with Winter Holiday while Target leads with Back-to-School; Walmart has biggest spread between top/bottom weeks
FOOD: Kroger, Safeway, and Supervalu lead with different weeks perhaps emphasizing different categories; Food retailers more consistent
TOP WEEK: 11/19/12 BOTTOM WEEK: 1/16/12
TOP WEEK: 7/30/12 BOTTOM WEEK: 1/23/12
TOP WEEK: 11/26/12 BOTTOM WEEK: 3/12/12
TOP WEEK: 10/29/12 BOTTOM WEEK: 8/20/12
TOP WEEK: 7/30/12
BOTTOM WEEK: 2/20/12
TOP WEEK: 4/30/12 BOTTOM WEEK: 7/2/12
TOP WEEK: 10/15/12 BOTTOM WEEK: 7/9/12
SOURCE: Kantar Media
41.9
28.4
7.6 3.4
12.0
5.7 7.6
= previous year
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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.