ECRM: Retail circular advertising trends, January 2015
ECRM compared retail circular advertising in January 2014 vs. January 2015 and noted trends occurring across top retail chains. Target boosted circular pages used in January 2015 by 18%. Get Fit, Choose Well Eat Well, and Baby circular themes were seen at Target Y/Y. Target added a “Halftime Spread” theme Wrap section in the pre-big game circular featuring PepsiCo products and private label snack foods.
Similarly, Walmart’s “Game Time” circular Front page featured PepsiCo products and private label frozen snacks. CVS and Walgreens added 4 circular pages each in January 2015; following the 2014 upward trend of increased circular pages. CVS ran “Big Game” themed promotional sections in all January 2015 circulars promoting candy, carbonated soft drinks and snack foods. These “Big Game” themes sections were only seen in two January 2014 circulars. H.E.B. increased circular pages used by 36%. H.E.B. used more consolidated “Big Game” promotional pages this year with less grilling accessories promotions and more private label food promotions seen. Safeway used two additional January 2015 circulars. Although these 2015 circulars were a bit shorter, an increase 15% in circular pages used was seen.
About ECRM’s Business Intelligence: ECRM’s Ad Comparisons technology captures promotional data from the top U.S. and Canadian retailers in all major markets. Ad Comparisons captures over 40 metrics for each ad block and provides hundreds of analytic reports to put the advertising data in context. Ad Comparisons takes an individual approach to ensure all data and reports fit the needs of each user.