Canadian Thanksgiving
-
Upload
michael-denson -
Category
Documents
-
view
106 -
download
0
Transcript of Canadian Thanksgiving
Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
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
A SYSTEM UNLIKE THE REST Providing you with the most comprehensive promotional data on the planet
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. 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
Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
HOW WE DO WHAT WE DO Advanced system of cropping & coding promotions
Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
HOW WE DO WHAT WE DO We provide more data characteristics for each ad block than anyone else providing you with a more thorough approach to promotional reporting.
Pri
ce &
Pro
mo
tio
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 &
Pla
cem
en
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
ego
ry, B
ran
d &
Re
taile
r •Retailer
•Manufacturer
•Brand
•Product
•Private Brand
•Control Brand
•Organic Products
•Department
•Segment
•Category
•Media Type
Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
TOP FRONT COVER CATEGORIES Despite not traditionally being associated with the holiday, Carbonated Soft Drinks Tops
the list of products on the front cover of Canadian Thanksgiving Circulars.
Source: ECRM Marketgate, 9/25/2013 – 10/17/2013
Rank Sub-Category% of Front
Cover Ads
#1 Carbonated Soft Drinks 3.22%
#2 Beef 2.99%
#3 Frozen Prepared Food 2.56%
#4 Coffee 2.46%
#5 Everyday Packaged Chocolate Candy 1.72%
#6 Pre-Recorded Video 1.55%
#7 Potato Chips 1.48%
#8 Cheese 1.44%
#9 Garden Tools&Supplies 1.37%
#10 Toilet Tissue 1.27%
Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
TOP TOTAL CIRCULAR CATEGORIES Frozen Foods are the most common category in Canada’s Thanksgiving Circulars. 70% of
the category’s ads are in the middle of the circular.
Baby & Toddler Food gets strong representation from circular wraps.
Rank Category Wrap Front Middle Back
#1 Frozen 5% 15% 70% 10%
#2 Snacks 25% 13% 55% 7%
#3 Dairy 11% 15% 61% 13%
#4 Meat 2% 12% 79% 7%
#5 Beverage 27% 19% 44% 10%
#6 Everyday Candy 32% 13% 46% 8%
#7 Bakery In-Store 4% 7% 77% 11%
#8 Baby & Toddler Food 58% 0% 24% 18%
#9 Canned Foods 10% 4% 72% 14%
#10 Fresh Vegetables 3% 6% 82% 9%
Source: ECRM Marketgate, 9/25/2013 – 10/17/2013
Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
MEATS ON PROMOTION FOR THANKSGIVING While the traditional Turkey and Ham meats get at least 10% additional Ad support
during Thanksgiving, It’s really the Other Poultry meats that get the biggest boost out of
the holiday.
In the US, Other Meats, like Duck, Cornish Hens, and Turducken, get 21% of their annual
ads during thanksgiving.
Source: ECRM’s The BASE Rating, Circulars Only (CA 2 weeks ending 10/12/2013, US 2 weeks ending 11/24/2012)
Only Canadian Retailers evaluated in Canadian Thanksgiving, and only US Retailers during US Thanksgiving.
2013 Canadian Thanksgiving 2012 US Thanksgiving
Meat Type % of Category's
Annual Ads
Incremental Thanksgiving Ad Count Lift
Meat Type % of Category's
Annual Ads
Incremental Thanksgiving Ad Count Lift
Other Poultry (Duck,
Cornish Hens, Turducken) 13% + 11.6% Other Poultry (Duck,
Cornish Hens, Turducken) 21% + 19.2%
Lamb 12% + 10.0% Ham 14% + 11.8%
Ham 11% + 9.5% Turkey 11% + 9.1%
Turkey 8% + 6.6% Lamb 7% + 5.0%
Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
A CORNUCOPIA OF FRESH FRUIT AND VEGETABLES
Source: ECRM’s The BASE Rating, Circulars Only (CA 2 weeks ending 10/12/2013, US 2 weeks ending 11/24/2012)
7.9% 6.9%
5.6% 3.8% 3.7% 3.7%
3.4% 3.3% 3.1% 3.1% 3.1% 3.1% 3.0%
2.8% 2.7%
2.5% 2.5%
2.3% 2.3% 2.3%
2.1% 2.0%
1.7% 1.7% 1.7% 1.6% 1.6% 1.4%
1.2% 1.2% 1.2% 1.1% 1.1% 1.0%
0.8%
Apples
Other Vegetables
Tomatoes
Berries
Grapes
Broccoli
Peppers
Pre-Cut Vegetables
Mushrooms
Pineapple
Cranberries
Asparagus
Pears
Squash
Lettuce
Sweet/Yams/Batata
Pre-Cut Fruit
Cucumber
Onions
Avocado
Other Fruit
Pumpkins
Pomegranates
Cauliflower
Carrots
Oranges
Fresh Herbs
Celery
Peas
Bananas
Red Potatoes
Beans
Peaches
Clementines
Melons
CANADIAN THANKSGIVING PROMOTIONS 2013
9.0% 5.8%
5.4% 5.0%
4.7% 4.7% 4.5%
4.1% 3.9% 3.7% 3.7% 3.4% 3.4%
3.0% 2.8% 2.6% 2.4% 2.2% 2.1% 2.0% 1.9%
1.7% 1.5% 1.4% 1.3% 1.1% 1.1% 1.1% 1.1% 1.0% 0.9% 0.7% 0.7% 0.7% 0.7%
Pre-Cut Vegetables
Cranberries
Apples
Celery
Russet Potatoes
Tomatoes
Onions
Berries
Other Vegetables
Sweet/Yams/Batata
Pineapple
Oranges
Beans
Clementines
Mushrooms
Broccoli
Avocado
Pomegranates
Asparagus
Fresh Herbs
Grapes
Pears
Peppers
Other Fruit
Squash
Sprouts
Cauliflower
Cucumber
Grapefruit
Tangerines
Red Potatoes
Artichokes
Carrots
Pre-Cut Fruit
Lettuce
US THANKSGIVING PROMOTIONS 2012
The original European settlers had a very different feast than what we see today. Even now, Canadian and U.S. Fruit and Vegetable offerings differ greatly from
each other.
Canadians are more inclined to advertise Pumpkins (Proximity to Halloween),
Peaches, and Lettuce. U.S. Retailers tend to advertise more Cranberries, Potatoes,
and Onions.
Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
PROMOTIONAL THEMES & ADJACENT HOLIDAYS Canadian Thanksgiving is the second Monday of October putting it in the middle of the
promotional push for Halloween. Instead of trying to mention both holidays on the front
cover, Retailers focus on the holiday that bests suits them.
In general, Dollar and Drug focused on Halloween, while Grocery Stores concentrated
on Thanksgiving.
9/25/2013 – 10/17/2013
Halloween on Front Page
• Giant Tiger • Guardian
• Home Depot
• Jean Coutu • London Drugs
• Pharma Plus
• Pharmaprix • Rexall
• Shoppers Drug Mart
• Sobeys • Uniprix
Thanksgiving on Front Page
• Atlantic SuperStore • Co-op Atlantic
• Cooper's Foods
• Extra Foods • Federated Coop
• Food Basics
• Foodland • FreshCo
• IDA
• Loblaws • Metro Stores
• nofrills
• Overwaitea Food Group
• Rexall
• Safeway
• SaveEasy • Super C
• Supervalu
• Target • Thrifty Foods
• Valu-Mart
• Walmart • Walmart Supercentre
• Your Independent Grocer
• Zehrs Markets
Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
SEARS IS PUSHING BLACK FRIDAY EARLIER IN CANADA
In an effort to try and spread the Black Friday
phenomenon, Sears’ strategy is focusing on the
Canadian Thanksgiving holiday coming more than a
month earlier than in the U.S. and more than two months
before Christmas.
Sears (CA), Front Page, Circulation Date: 10/11/2013 Winnipeg, MB
Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
TARGET’S TRADITIONAL THANKSGIVING With a Turkey in a Crockpot and Vegetables in a three-section buffet server, Target is
remarkably consistent in their front page imagery and offers.
2013: Toronto, ON 10/4/2013
2009 – 2012: Minneapolis, MN, U.S. Thanksgiving
Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
AVERAGE PRICE OF TURKEY The agricultural central provinces in Canada are seeing Turkey advertised for much less
than the more populated provinces.
Source: ECRM Marketgate, 9/25/2013 – 10/17/2013
Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
TWITTER WORD CLOUD Developed from tweets with the hashtag: #CanadianThanksgiving, People on Twitter
are expressing exceptionally positive emotions, experiences, and attitudes toward
Canadian Thanksgiving.
2,965 Tweets from 10/13/2013 – 10/20/2013
Confidential & Proprietary to ECRM 27070 Miles Road, Suite A | Solon, Ohio | 44139 | (440) 498-0500
Contact Information
Account Manager Sarah Roda 440-528-0464 [email protected]
Senior Vice President of Analytic Insights Scott Whalley [email protected]
Promotional Business Analyst Michael Denson [email protected]