back-to-school promotions - 2011 bts season: july 3 – september 17, 2011
TRANSCRIPT
Back-to-School Promotions - 2011BTS Season: July 3 – September 17, 2011
Questions Addressed• Across all school & office supplies, which categories,
manufacturers and brands receive the most retail ads support during the back-to-school season?
• How has retail ad support changed vs. BTS-2010?• How does ad support vary across retailers?• Which pricing formats are most common among
channel-leading retailers?• How do BTS web promotions vary across retailers
and manufacturers?• Which brands are promoted most in key back-to-
school categories?
BTS Ad Support Across School & Office Sub-Categories
General School Supplies
18.3%Equipment &
Machines9.7%
Writing Instruments9.3%
Backpacks, School Bags, Lunch Kits
8.7%Notebooks & Pads7.3%
Binders, Pocket Port-folios & Sheet Pro-
tectors7.3%
Business Bags, Cases, Accessories
6.9%
Tapes & Adhesives4.2%
Paper (excl photo)3.3%
Meeting & Presentation Supplies
2.5%
Office Storage & Security2.0%
Desk Accessories1.3%
Filing Supplies & Accessories1.0%
All Other Supplies18.4%
Source: ECRM11 Weeks Ending 9/17/2011Excludes Computers and Luggage
Weighted Share of School & Office Supply Ad Blocks
Note: Includes ads for branded & private label products, but not unbranded
Ad Support Vs. Year Ago By Sub-Category
Paper (Excl Photo)
Tapes & Adhesives
Writing Instruments
Binders, Pocket Portfolios, Sheet Protectors
Equipment & Machines
Backpacks, School Bags, Lunch Kits
General School Supplies
Notebooks & Pads
Business Bags, Cases & Accessories
Meeting & Presentation Supplies
-30%
-24%
-11%
-4%
-4%
+8%
+21%
+68%
+88%
+92%
Weighted Retail Ad Support Change Vs. Year Ago
Total School & Office weighted ad counts are up 11.1% vs. year ago.
Total School & Office Ad SupportAcross Back-to-School Weeks
Jul-9 Jul-16 Jul-23 Jul-30 Aug-6 Aug-13 Aug-20 Aug-27 Sept-03 Sept-10 Sept-17
BTS-2011BTS-2010
Week Ending DatesSource: ECRM
Weighted Retail Ad Support
Retailers Running the MostBTS School & Office Supply Ads
StaplesOffice Depot
OfficeMaxFred MeyerWalgreens
Jewel-OscoZellers
Bartell DrugShoppers Drug MartSmith's Marketplace
Target StoresWalmart
Shopko StoresShopRite
CVSKinney Drugs
Rite Aid
463.1313.9
271.3172.0
157.3149.0
135.5131.5
108.0106.0
92.883.082.080.078.277.875.1
Source: ECRM11 Weeks Ending 9/17/2011
Staples leads all retailers in BTS ad counts.
Number Retail Print Ads for School & Office Supplies
Decimals represent ads shared with multiple categories – measured as fractional ad counts.
Retailers Increasing School & Office Ads For BTS
# of School Change Vs. % Chg Vs.Retailer & Office Ads Year Ago Year AgoStaples463.1 +106.4 +30%Smith's Marketplace 106.0 +94.0 +782%OfficeMax 271.3 +55.6 +26%Giant Food Landover 53.7 +37.3 +227%Fred Meyer Stores 172.0 +36.8 +27%Stop & Shop 52.7 +35.3 +203%Shopko Stores 82.0 +34.0 +71%Giant Food Carlisle 53.7 +30.5 +132%Best Buy 63.5 +25.5 +67%Target Stores 92.8 +25.5 +38%Office Depot 313.9 +23.5 +8%Source: ECRM11 Weeks Ending 9/17/2011 Vs. Year Ago
Retailers Running Fewer July School & Office Ads # of School Change Vs.% Chg Vs.
Retailer & Office Ads Year Ago Year Ago
Weis Markets 22.7 -46.8 -67%
City Market 54.0 -42.5 -44%
Jewel-Osco 149.0 -41.1 -22%
King Soopers 53.0 -37.5 -41%
Walgreens 157.3 -32.9 -17%
Rite Aid 75.1 -32.7 -30%
Hilander 21.0 -32.5 -61%
Owen's Market 21.0 -32.5 -61%
Scott's Food & Pharmacy 21.0 -32.5 -61%
Shoppers Drug Mart 108.0 -32.0 -23%
Pathmark 43.1 -25.9 -38%
Meijer 69.0 -25.5 -27%
Kinney Drugs 77.8 -25.0 -24%
BTS ad support grew overall due to increases at major players including Staples, OfficeMax, Office Depot, Best Buy and Target. But most retail banners ran fewer School & Office ads vs. BTS-2010.
Source: ECRM11 Weeks Ending 9/17/2011 Vs. Year Ago
Top Promoted School & Office Manufacturers
Private Brand ManufacturerMeadWestvaco
Sanford Corp.Hewlett Packard
Crayola LLC.Texas Instruments
Avery DennisonBic Corporation
Eastman Kodak CompanyElmer's Products, Inc
Fiskars Brands, Inc.Canon
3MVF Corporation
Targus, Inc.Wenger North America
15.6%8.8%
8.6%8.0%
5.8%4.9%
4.4%3.9%
3.4%2.9%
2.0%2.0%1.9%1.8%1.7%1.6%
Weighted Share of School & Office Supply Ad Blocks
Source: ECRM11 Weeks Ending 9/17/2011
Top Promoted School & Office Brands for BTS
Private BrandHP (Hewlett Packard)
CrayolaFive-Star
Texas InstrumentsAveryKodak
BicSharpie
PapermateMead
Elmer'sFiskarsCanon
JanSportTargus
SwissGear
15.6%8.0%
5.8%5.7%
4.9%4.4%
3.4%3.1%3.1%3.1%
2.6%2.4%
1.9%1.9%1.8%1.7%1.6%
Weighted Share of School & Office Supply Ad Blocks
Source: ECRM11 Weeks Ending 9/17/2011
Promotion Types Across Key Retailers
Ofc Dep OfcMax Staples Walmart Target Kmart
Price Point 58.0% 51.0% 91.0% 100.0% 97.0% 80.0%N for $ 6.0% 12.0% 3.0% 2.0%Buy N Get X 1.0% 3.0% 2.0%Save X% 19.0% 9.0% 5.0% 13.0%Other Promo 16.0% 25.0% 4.0% 3.0%
Walgreens CVS Rite Aid Jewel-Osco Kroger Safeway
Price Point 77.0% 9.0% 13.0% 84.0% 87.0% 73.0%N for $ 10.0% 29.0% 12.0% 16.0% 3.0% 9.0%Buy N Get X 8.0% 47.0% 40.0%Save X% 4.0% 11.0% 34.0% 10.0%Other Promo 1.0% 4.0% 1.0% 18.0% Source: ECRM
11 Weeks Ending 9/17/2011Includes All School Supplies
Retailers Running the Most School & Office Web Promotions
# of BTS Web PromosStaples309OfficeMax 226Target Stores 105Rite Aid 92Fred Meyer Stores 66Best Buy 65Office Depot 64Toys - R - Us 60Sam's Club 58Walgreens 42Kmart 39CVS 31Jay C Stores 23 Source: ECRM, 11 Weeks Ending 9/17/2011
# of BTS Web PromosPay Less 23Ralph's23Smith's Food & Drug 23Owen's Market 23King Soopers 23Sears 22Fry's Food & Drug 21Hilander 21BI-LO 20H.G. Hills Food Stores 20Walmart-US 20Quality Food Centers 20
3MMeadWestvaco
Sanford Corp.Hewlett Packard
Crayola LLC.Day Runner, Inc.Bic Corporation
Texas InstrumentsAvery Dennison
Brother International Corp.Epson America Inc.International Paper
Acco Brands Inc.Wenger North America
Xerox CorporationElmer's Products, Inc
Lexmark International, Inc
17.9%5.9%
5.6%5.1%
4.6%4.1%
3.4%1.4%
1.1%1.0%
0.7%0.7%0.6%0.5%0.5%0.5%0.4%
Source: ECRM11 Weeks Ending 9/17/2011
7 companies dominate retailer web promotions during the BTS season.
Share of (un-weighted) School & Office Retailer Web Promotions
School & Office Manufacturers with theMost BTS Retail Web Promotions
Top Promoted BrandsAcross Key School & Office Categories
Top Promoted Brands in Notebooks & Pads
Five-Star
Private Brand
Mead
Top Flight
Ampad
Tops
Oxford
Hilroy
Carolina Pad and Paper
42.8%
30.9%
18.3%
3.1%
1.1%
0.7%
0.7%
0.5%
0.4%
Weighted Share of Retail Ad Blocks
Source: ECRM11 Weeks Ending 9/17/2011
Top Promoted Writing Instrument Brands
Papermate
Bic
Pilot
Dixon
Private Brand
Uni-Ball
Sharpie
Pentel
Write Bros.
Zebra
Sarasa
RSVP
31.6%
19.2%
11.1%
10.7%
8.0%
5.0%
4.9%
2.5%
2.0%
1.3%
0.8%
0.7%
Weighted Share of Retail Ad Blocks
Source: ECRM11 Weeks Ending 9/17/2011
Top Promoted Paper Brands
Private Brand
Georgia-Pacific
Five-Star
Hammermill
HP (Hewlett Packard)
PrintWorks
Top Flight
Boise
37.3%
15.1%
12.9%
12.4%
10.1%
4.2%
3.6%
2.5%
Weighted Share of Retail Ad Blocks
Source: ECRM11 Weeks Ending 9/17/2011
Includes Filler Paper, Excludes Photo Paper
Top Promoted Brands in Binders, Pocket Portfolios, and Sheet Protectors
Avery
Five-Star
Private Brand
Pro Platinum
Mead
Hilroy
Wilson Jones
Oxford
53.8%
14.8%
12.7%
6.0%
5.5%
1.9%
1.6%
1.0%
Weighted Share of Retail Ad Blocks
Source: ECRM11 Weeks Ending 9/17/2011
Top Promoted Office Equipment Brands
Texas Instruments
Private Brand
P-Touch
Mighty Might
Casio
TI-Nspire
Fellowes
Dymo
Powershred
51.3%
20.9%
7.3%
4.4%
3.7%
2.5%
1.8%
1.6%
1.0%
Weighted Share of Retail Ad Blocks
Source: ECRM11 Weeks Ending 9/17/2011
Top Promoted Tapes & Adhesives Brands
Elmer's
Scotch
RoseArt
Private Brand
Avery
Command
Scholastic
56.3%
15.3%
9.6%
8.4%
3.2%
1.9%
1.1%
Weighted Share of Retail Ad Blocks
Source: ECRM11 Weeks Ending 9/17/2011
Top Promoted Brands in Business Bags, Cases, and Accessories
Targus
SwissGear
InCase
Private Brand
Speck
SOLO
HP (Hewlett Packard)
Golla
24.2%
22.9%
14.4%
12.0%
9.0%
7.6%
3.6%
3.6%
Weighted Share of Retail Ad Blocks
Source: ECRM11 Weeks Ending 9/17/2011
Top Promoted Brands in Backpacks, School Bags, and Lunch Kits
Private Brand
JanSport
Yak Pak
Adidas
High Sierra
Nike
Disney
FUL
Hawk Apparel
Skechers
20.9%
20.6%
7.3%
5.4%
4.1%
4.0%
3.8%
2.3%
2.1%
2.1%
Weighted Share of Retail Ad Blocks
Source: ECRM11 Weeks Ending 9/17/2011
Methodology
• Retail ad support measured by number of ad blocks in retailer print circulars. Ad share is weighted by retailer size.
• Ad counts branded & private label products, but not unbranded.• 11-Week Period Ending 9/17/2011 Vs. Year Ago• U.S. & Canadian Retailers• Excludes Computers & Luggage Categories
• ECRM’s MarketGate Ad ComparisonsWeb Site: www.AdCompare.MarketGate.comStudies on Seasonal & Category Promotions: www.PromotionalReflections.com
Contacts:Scott Whalley 847-482-1793 [email protected] Pirovano 440-528-0418 [email protected]