Life Beyond A Print Circular
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ShopLocal is a digital marketing platform designed to connect consumers with local retailers through personalized online circulars and extensive digital advertising strategies. It addresses the declining newspaper circulation and increasing internet usage by leveraging legacy content, cross-channel marketing, and personalized shopper experiences. The platform employs various technologies for customer engagement, including mobile applications, widgets, and video on demand circulars, to enhance in-store conversions and optimize advertising performance.
Life Beyond A Print Circular
- 1. Life beyond a print circular
- 2. We’re ShopLocalShopLocal uses innovative digital marketing techniques to connect shoppers with local retailers. Key Points:Pioneered the Use of Online CircularsDeveloped first of its kind technology platform for digitizing and versioning, local DMA print circular data375+ Million Visits with 5+ Billion Page Views Annually to SmartCircular sitesFounded in 1999 and headquartered in Chicago, ILOwned by Gannett Company, and partnered with PointRoll
- 3. ShopLocal is Institutionalized in Retail
- 5. The ChangingLandscapeNewspaper circulation has decreased 20 percent over the past decade and is continuing to trend downward1
- 6. Internet usage has increased 80 percent over the past decade and is continuing to trend upward2
- 7. Against traditional media, the Internet possesses 42 percentof the available audience during primetime (7-10pm)31 Source: Newspaper Association of America2 Internet Usage and World Population Statistics are for March 31, 2009. 3 Source: National People Meter, comScore Media Metrix 20079.2.07
- 8. Shoppers research and shop onlinebut buy from local store
- 9. Driven by two primary shopping needs: efficiency and convenience1 BIGresearch, Simultaneous Media Usage Survey, 12/062 Forrester Research “The State of Retailing Online 2008: Marketing Report, May 2008
- 10. Digital Media is Fragmentedand Now a Website Alone is Not EnoughAverage number of hours/month per user29 hoursAmount of Time (hours)2.1 hours17 minutesSource: ComScore Media Metrics, April 2008
- 11. LeveragingLegacyContentCrossChannelMarketingCustomerCentricityIn-StorePickupMessagingBySegmentDifferentiationFromCompetitorsShopperPersonalizationIn-StoreConversionBest Buy Viper ForumLeveragingLegacyContentCrossChannelMarketingCustomerCentricityMessagingBySegmentGlobalBrandingBuildingShopperPersonalizationIn-StoreConversionNew BrandManifesto
- 14. Planning CenterLeverage all assets to create a personalized offer for shoppers
- 15. Virtual, Versioned circulars for local control for merchandisers
- 16. Inclusion of content like Clearance and Closeouts, Store Events etc.PLANNING CENTER (FUTURE)
- 17. Planning Center Home Page
- 18. Planning Center Home Page
- 19. Category Subpage
- 23. Personalized Weekly Ads Per ShopperTHE RIGHT MESSAGE(personally relevant products)
- 24. THE RIGHT TIME(when they're searching)
- 25. THE RIGHT PLACE(where they're searching)Mobile ApplicationsSocial MediaWidgetsVideo On DemandCircular CentralBanner Display AdsTargetedLocal SearchWeb Service – Data AvailabilityProducts & Attributes
- 26. Functionality (page flipping, etc.)OptimizationWisdom of Crowds
- 27. User Centric RecommendationsPublisher IntegrationDemographic
- 28. Behavioral
- 29. ContextualSmartDelivery PlatformConnects with Shoppers at Key Touch Points,And Drives Them to Local Stores.SmartCircularVersioned, Local In-Store Promotions
- 30. Wisdom of the Crowds Example123All browsing activitiesare captured producing popularity rankingsA PaperBoy banner ad is shown to a shopper on Monday with crowd based rankingsShoppers browse the circular ads on Sundayon a SmartCircular site45As time passes intra-week, theoptimization rankings continue toupdate to improve ad unittargeting and performanceAll interactions within the ad are captured and used tofurther optimize the ad
- 31. PaperBoy: Circular Banner AdsPaperBoy: dynamic, rich-media banner ads that display circular content. Includes enhanced features:Wisdom of Crowds based OptimizationEasy-to-use banner interfaceDynamic refresh of contentMapping and Shopping Lists Printable CouponsExtensive distribution network including Yahoo, MSN, AOL, Newspaper.com, and many more.Consistent Category TreeBehavioral, Demographic, Contextual TargetingEstablished Distribution Business Models
- 33. SmartAd User ExperienceTom Bankstonof Los Angeles uses Yahoo to research home improvement products, and tools in particularLater throughout the Y! network, he sees…236.28.07
- 34. Search & Display Combination = Lift & ReachSearch is more effective than displayDisplay (banner) ads have greater reach than searchCombined search and display have the greatest impact
- 35. Local Search: Targeted Text AdsCurrentFutureJCPenney Women's ApparelBuy Women's Clothing For Work &Play Affordably At JCPenney OnlineJCPenney.comJCPenney Women’s Apparel36 Specials Starting at $7.99, Thru Jan 17 in Indianapolis JCPenney.Weeklyad.comAd CopyLanding Page
- 36. SmartDelivery: Mobile ApplicationsMobile Apps deliver weekly ad circular content to mobile devices.
- 37. Attracts customers who are actively shopping and increases sales conversions.
- 42. Dynamic refresh of content
- 45. Shopping Lists
- 46. Alerts and RemindersSmartDelivery: WidgetsWidgets (desktop and web) deliver circular content to computer desktops and to websites like blogs, iGoogle and Facebook.
- 47. Pushes weekly ad promotionsto a targeted audience of shoppers.
- 51. Dynamic refresh of content
- 54. Shopping Lists
- 55. Alerts and RemindersSocial Media Text AdsBest 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 circular28
- 56. ShoppingVideo On Demand CircularsVideo On Demand Circulars delivers circular ad content in a rich, video format.
- 57. Self-selecting audience watches your channel on cable TV.
- 60. Available on TV 24/7/365
- 62. Dynamic refresh of content
- 63. Geo-TargetedCircular CentralCircular Central, a distributable multi-retailer shopping comparison microsite that aggregates the online circulars for top retailers
- 64. Circular Central can be co-branded and connected with www.Publisher.com website.
- 67. Cohesive Retailer Brand Experience
- 69. Dynamic refresh of content
- 70. Shopping Lists
- 72. APPENDIX
- 73. Personalization EngineGeographic & Language: Item Level + CMS ContentRelated Items: Similar Item Attribute BasedPLANNING CENTER (FUTURE)New vs. Returning Users: Able to Trigger Messaging, Features, Site HelpWisdom of the Crowds: Crowd Sourced Popularity RankingsRecommended Items: User Centric Recommendations via ClickStream
Editor's Notes
- #3: ShopLocal connects shoppers with local retailers
- #9: Research suggests going in storeLeveraging your store network is a competitive advantageReaching a wide audience but with a tailored message for each segment is keyHighlighting the value of the stores can bring customers back into their physical DMA and better position BBYHow can BBY cost effectively reach your specific centricity segments without compromising your mass marketing effortsShopLocal believes we provide immense value with our Planning Center concept
- #23: Right Message: Delivering the most compelling offerWhat if you could deliver the most compelling offer to your shopper?
- #31: Circular Central deliver circular content to computer desktops, blogs and to websites like Facebook. Pushes weekly ad promotionsto a targeted audience of shoppers.Includes enhanced features:Cohesive Brand ExperienceSearchable ContentDynamic refresh of contentTargeted and PersonalizedMultiple LanguagesShopping ListsAlerts and Reminders