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Survey: Traditional retail circulars enjoying second life in digital media

BY Antoinette Alexander

 

CHICAGO — The majority of mobile users have looked at a retailer’s ad circular in the past 30 days, with nearly half of those viewing it within a mobile app, according to the findings of a recent study examining shopping behaviors of more than 11,000 mobile users. 


Retale, a permission-based mobile and digital company connecting shoppers with local retailers, and Placed, a provider of location insights and mobile ad intelligence, examined a wide range of shopping behaviors to better understand the impact of retailers’ ad circulars on purchasing decisions among mobile users.


 Data highlights for retailers include: 


  • Seventy-four percent of mobile users have looked at a circular in the last 30 days;
  • Of those users, 50% viewed circulars inside a mobile app;
  • Only 23% of the respondents who reported using print circulars prefer to stick exclusively with the printed format; and
  • Among those not using a circular in the last 30 days, but saying they will use one in the future, 60% prefer to use a digital one.

Even among those respondent who reported not having used a circular in the previous 30 days, 85% plan to use one in the future. 
 


“For the savvy retail marketing executive this is very good news: a familiar ad format, well known for driving in-store traffic, is now also increasingly being consumed across digital channels,” stated Retale president Pat Dermody.
 


Mobile And Digital Nearing Print Levels
 


The activities that shoppers report on digital circulars are similar to those long-held truths in the paper world. Among those who currently access digital circulars, almost 82% report they do so to plan shopping trips before heading out to the stores. Only 13% say that they access digital circulars while actually in a store, implying that digital circular use has the power to catalyze a store visit just like it’s paper ancestor. 
 


“The ability to measure online behaviors and map them to offline actions is changing the way retail attributes value to digital,” stated David Shim, founder and CEO at Placed. “The partnership between Retale and Placed enables retailers to quantify the true value of circulars – in-store visits.”
 


How users access digital circulars:

  • Just under 70% of respondents say they access a retailer’s website;
  • Fifty-three percent say they have downloaded a mobile app for a specific retailer; and
  • More than 31% have accessed digital circulars using a mobile app that aggregates weekly ads of multiple retailers.  
  • 
A whopping 79% of those who use mobile aggregators cited “convenience” as the basis of their preference. 
 


With the announcement of the survey, Retale also launched a partnership with Placed. The collaboration will allow retailers to measure real world store visits from customers engaging with circulars inside the Retale app. Measuring more than 200 million locations a day, Placed provides an integrated view of digital behavior, physical location and the impact of media. 
 


Retale digitizes and aggregates weekly circulars for retailers throughout the United States. By delivering relevant ad promotions to mobile audiences throughout the country, Retale has become a leading permission-based mobile app for retailers partnering with more than 130 brands to-date. 
 

 

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Safeway Q3 sales up slightly heading into merger with Albertsons

BY Michael Johnsen

PLEASANTON, Calif. — Safeway on Wednesday reported in an SEC filing sales of $8.3 billion for the third quarter ended Sept. 6, representing a lift of 2.6% as compared with the year-ago period. The increase was attributed to $216 million of higher identical-store sales, partially offset by $10 million of lower fuel sales. Same-store sales were up 2.6%. Excluding fuel, same-store sales were up 3.1%. 
 
Sales and other revenue increased to $24.7 billion in the first 36 weeks of 2014 from $24.3 billion in the first 36 weeks of 2013 primarily from $518 million of higher identical-store sales, partially offset by $106 million of lower fuel sales. Same-store sales climbed 1.7% in the period. Excluding fuel sales, comparable sales were up 2.5%. 
 
Safeway is close to completing its merger with Albertsons, which is expected to happen in the current quarter pending Federal Trade Commission approval, according to a report in the Wall Street Journal published Wednesday.
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Sara Lee adds to Desserts line

BY Ryan Chavis

CHICAGO — Sara Lee, a brand from Tyson Foods, last week announced the addition of two new flavors to its line of Desserts pound cakes. The two cakes — Blueberry Pound Cake and Gingerbread Pound Cake — may now be purchased in the freezer section of grocery stores across the country, the brand said.
 
“Sara Lee Pound Cake has been a beloved product in kitchens for more than 60 years and is America’s favorite frozen pound cake,” said Jeff Kemerley, senior brand manager, Sara Lee Desserts. “To expand upon our pound cake’s rich heritage, we’re bringing the popular flavors of blueberry and gingerbread to consumers for more ways to indulge with this sweet treat.”
 
The suggested retail price for a 10.3-oz. pound cake is $3.99.
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