breakfast booksellers 2004 canadian bookseller’s association john pierce– vice president, retail...
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Breakfast Booksellers 2004Canadian Bookseller’s Association
John Pierce– Vice President, Retail Merchandising, PTG
Market Update• Bad news: Book sales down 14.36%
quarter over quarter through Q1 2004• Good news: Worldwide PC shipments
are projected to grow by just over 11% in 2004 and 2005 before slowing to roughly 8% through 2008.
• Good news: Growth in IT spending will continue over the next five years with total expenditures in this market expected to reach roughly $275 billion by 2008.
Market Update (Shameless Plug)
Market Q1 '03 vs. Q1 '04 -14.36%
Pearson Technology Group
-3.39%
John Wiley & Sons -18.42%
Microsoft Learning -4.27%
O’Reilly and Associates -6.65%
Osborne/McGraw Hill -33.18%
All Other Publishers -29.11%
Bookscan Top 3000 Comparisons end of March 2003 vs. end of March 2004
Six Quarter Sales
$-
$50,000.00
$100,000.00
$150,000.00
$200,000.00
$250,000.00
$300,000.00
The Market Cycle
The Consumer Today
2004 Trends• The Digital Lifestyle
— Public Wi-Fi hotspots will continue to proliferate, nearly doubling worldwide to almost 85,000, while WLAN adoption in the enterprise will remain limited due, in part, to security concerns.
— Consumers will continue to merrily embrace new technologies like camera phones, DVD recorders, and broadband, challenging traditional media and consumer electronics suppliers in the process.
— Digital photography is the largest growing consumer category worldwide. Digital cameras sales will near 53 million units in 2004 and sales will continue to grow 15% a year to 82 million units by 2008.
— Apple sold 2 million iPods in 2004 Q4 alone and more than 70 million songs via their iTunes Music Store.
— Juniper Networks predicts that 26 million MP3 players will be in use by 2006
2004 Trends• The next generation of video game consoles is
expected in 2005/2006, but Sony and Microsoft have already laid the groundwork for the future, which involves network-connected gaming.
• Multiplayer network-connected gaming is still a hardcore gamer activity, but with the majority of people under 30 brought up on video games, interactive entertainment will be the norm rather than the exception over the coming decade. Expect 11% CAGR through 2007.
2004 Trends• More than 50% of CFOs say an appropriate level of
security for information and electronic applications is a critical technology issue for their companies, with companies spending an average 8% of their Information Technology (IT) budget on security.
• The overall intrusion detection and prevention (IDP) market is poised to reach $1.3 billion by 2007. In Q4 2003 the total network security market grew eight percent sequentially and grew 15 percent in 2003 over 2002
2004 Trends• Within the next two years, Open Source Databases
(OSDBs) will reach technical parity with their traditional counterparts in key areas, creating opportunities for users to lower the costs of application deployment dramatically, particularly for new projects.
• VoIP takes off, as equipment market grew 21% in 2003 and is projected to grow 305% to $5 billion in 2007.
• Growth of XML and Web Services remains strong, however conflict over what platform to use has hindered consistent growth
• Expect WindowsXP to remain strong, as market waits for “Shoehorn” and ultimately “Longhorn”
Hi
How
Are
You
Fine
2004– What’s Hot, What’s Not?
“In” “Out”
Networking Security, Infrastructure, VOIP, Wi-Fi, Home
Storage, WLANs, Optical, Engineering
Graphics CS Suite 3D, Flash, DTP
Programming
C#, Java, VB.NET, ASP.NET, Patterns, UML, VB 6, Web Services
Some software engineering, Scripting, C Programming, rest of .NET
Certification Cisco, A+ Pretty much everything else
Applications Gaming, Quicken, Gadgets
Everything else
Operating Systems
Windows XP, Mac OSX, Linux
Unix, Older Windows
OS/Databases
Open Source, SQL Server
Big iron, Oracle
What does this mean?
Merchandising &Mix Management
Bookscan Category Review
Merchandising• Tech store, with area to provide for user group
meetings, in store demos, and author chats.• Computing– plan-o-gram for non-technical
stores; utilize very clear, very simple POP to help orient consumers (examples later in this presentation)
• The “hey, buy me” program, to help consumers make decisions rapidly.
• Loyalty card program for tech consumers
• Publisher “value based” display opportunities
Merchandising- Tech Stores
• Signage– Hanging banner over computer book section– Buttons for Staff– “Where is Computing?” poster front of store; perhaps
little computer decals on the floor showing the way to the computing section
• Top Sellers Bay (with signage)• Classics Bay (with signage)• Digital Lifestyles Bay (with signage)• Visual Quickstart Guide Bay (with
signage)• Certification Bay (with signage)
Small Market Merchandising
• Headers by Section– Basics– Small Office/Home
Office– Web/Graphics– Taking it to the
Next Level (prog, etc.)
– MacintoshExam
ple
Sect
ion
Merchandising- Gaming
• 18 pocket rack, with optional six pocket “mini-guide” sidekick
• Posted placard with top 20 game sales(weekly)
What does this mean?
Customers
Customers
• Traffic– where is it coming from, where is it going to, and what type?
• Why aren’t you capturing them, if you are not?
• What is your customer’s pain?• What is the unique value that
you bring, and how are you telling people about it?
What are you doing to
capture new customers?
Questions?
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