convert the dg shopper into today - dollar...
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of store visitors use their devices before or during a shopping trip.
DID YOU KNOW?
Digital shoppers bring higher store traffic, conversion and spending.
DollarGeneral.com shoppers engage in many online activities across multiple screens and are more likely than the average dollar channel shopper to: • Shop online • Purchase online • Use online coupons (paid & free service)
Why Advertise On DollarGeneral.com
Source: 1comScore, Plan Metrix, Dec 2014; 2Deloitte, Apr 2014, Digital Influences More Than $1 Trillion in Retail Store Sales..
2
1
1
2 84%
HOUSEHOLD INCOME
of visitors are between the ages of
35-64 71%
46% are
19% with 3 members 28% with 4 members 18% with 5+ members
Understanding the Dollar General Shopper
Source: comScore, Demo. Profile Report, Multi-Platform, Dec. 2014.
56% of visitors are
FEMALE
Have Children 52%
MARRIED
55,900
Source: 1comScore, Media Metrix, Monthly Average, Jan 2014-Dec 2014; 2DollarGeneral.com Internal Data, 2013
Convert the Dollar General Shopper Into Your Customer Today
Ranks among the largest of top-quality brands made by America’s most trusted manufacturers!2
11,000 Stores
2,700 40states! transactions per store, per week across2
Dollargeneral.com reaches
2.5MM
visitors per month1
820K Unique Online Visitors1
Serving
35MM households2
1.7M
M
mobile visitors per month1
4
Reach More of Your Ideal Shoppers With Our Multi-Channel Advertising Solutions
Grab their attention on DollarGeneral.com
Continue the conversation with Audience Extension
Tie it all together with mobile
Source: 1comScore Media Metrix Multiplatform & Mobile Metrix, U.S., March 2013 – June 2014.
of consumers use multiple devices to discover, explore, purchase and engage on their own terms.
60 %
Reach Shoppers Looking For Popular Brands At Everyday Low Prices With DG 360 Digital Opportunities. Integrate Your Branded Content Into The DG Shopping Experience
E-Circular Feature Your Brand
Within The Weekly Online Circular And Include
A Custom Product Video.
Custom Video Solutions Showcase Your New Or Existing Product Within
A Brand Showcase, e-Circular Feature, In-Banner And Off-site via Mobile And
Audience Extension.
Email Integration Feature Your Brand And
Reach DG Shoppers.
Coupons Launch Dollar General Specific Online Coupons To Drive Awareness, Trial and Conversion Of Your New Or Existing Product.
Seasonally Relevant Content And High Impact Placements Feature Your Brand Throughout The DG Site Experience By Featuring Your Product In Branded Banners And Sponsoring A Key Seasonally Relevant Category and Center.
Branded Content Solutions Tell Your Brand Story Including Custom Video, Expert Advice And Seasonal Product Assortment.
Reaching the Dollar General Shopper Doesn’t Stop Here….
ON-SITE
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Target Your Shopper Off-site While They Are Browsing And Engaging In Other Online Activities. Feature Your Product And Custom Video While DollarGeneral.com Consumers Are Engaged In Other Relevant Brand Content
Audience Extension Reach Your Shopper While They are Researching And Browsing On Their Favorite
Content Sites.
DG Social Media Integrate Your Brand Into The
Social Media Conversation Including Promoted DG Posts
On Facebook & Twitter.
DG Mobile Coupons
DG Mobile App & Site Feature Your Brand In The Mobile App AND On The Mobile Site and Engage Your Shopper With A Custom Mobile App!
Search Targeting Launch A Search Targeting Campaign To Support Your Brand’s Key Product Benefits Driving Them Back To Your Brand Experience On-site.
DG360 Reaches Your Brands Shopper and Builds Relationship On- and Off- site.
OFF-SITE
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Launch Dollar General Mobile Specific Coupons.
Target your shoppers through highly relevant search terms and direct them to your product or brand page within the “results” page of the DollarGeneral.com site.
Search Term Targeting
Top Category Searches 1. Household
2. Food
3. Cleaning
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Dollar General Specific Coupons*
To drive awareness, trial and conversion of your new or existing product. Available both on-site and via the mobile app.
Promoted via DG: On-site
• Coupon Center (print or add to phone)
• Website Banners
• Brand Showcase
Off-site • Mobile App (digital or add to phone)
• Social Media
• Audience Extension
In-Store • Shoppers can redeem via a printed
coupon, digital coupon or enter their phone number at checkout
* Redemption values not included in Online Media Program. $1,500 coupon fee billed directly by Dollar General. Source: comScore Mobile Monthly Average, Jan-Dec 2014.
Digital or Print Available.
View Coupon Center
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of DG.com traffic comes from mobile.
67%
Custom Video & Sponsorships*
Clorox Aloha Breeze Scented Bleach Lysol Power & Fresh Cleaner Coca-Cola Holiday Arm & Hammer Laundry Detergent
Showcase your new or existing DG product with your own custom video series.
Feature in your brands: 1. Brand Showcase
2. In-Banner
3. e-Circular
CUSTOM VIDEOS
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B
Source: Dollar General first-party data 2014. *Banners will direct to the DollarGeneral.com site.
Email Integration* Reach more than 700K loyal DG shoppers with your custom message and take advantage of this premium opportunity now.
Feature your brand within these DG email distributions: 1. DG Friday Blast
2. Advertiser Exclusive Brand Feature
3. Seasonal Content Feature
4. DG Bi-weekly Blast
Bi-weekly Email Integration Limited: 2x per month
Content Emails Limited: 1x per month
Advertiser Exclusive Emails Limited: 1x per month
Friday Email Integration Limited: 4x per month
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Key Seasonal Features
Content-rich seasonal features heighten awareness of merchandise and branded shopping solutions.
Summer Seasonal
Summer/Outdoor
Back-to-School/College
Fall Football
Halloween
Holidays
VISIT OUR SEASONAL SOLUTIONS
RECIPES
TIPS & COUPONS
CUSTOM VIDEO
BRAND MESSAGE
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DG Easy Meals Custom Sponsorships
Opportunities: 1. Brand Overview
2. Advertiser Lockout
3. Custom Video
4. Custom Skins
5. Sponsored Content View Coke Example
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STATIC Brand Page $10K
Standard page that highlights your brand’s products and offers.
Features • POVs now extend the full width of the page • Single or multi-product brand message
on each POV • Highly engaging call-to-action
VIEW EXAMPLE
Brand Pages
INTERACTIVE
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Brand Pages $15K
HOT SPOT (Up to 3)
When you have a lot to say but want to keep things uncluttered, interactive hotspots with rollovers are a sure-fire way to get results. This is a lower LOE execution yet still adds an interactive element to the page.
PRIMETIME Give your custom-produced Triad video (or
supplied video) the leading role on your page. Option to reach shoppers everywhere with HTML 5 video that plays right in your email blast.
Features a product scroller Up to 12)
Features a product locator
VIEW EXAMPLE
VIEW EXAMPLE
Brand Pages
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INTERACTIVE TABS This type of interaction allows for multiple products/product lines or features to be displayed within unique branded tabs/sections, giving each slide a title for higher user engagement.
CAROUSEL Sliding functionality rotates through 3 to 5 of your product’s best features to tell a deeper story.
Features tips or content slider (Up to 6)
VIEW EXAMPLE
VIEW EXAMPLE
Brand Pages
INTERACTIVE Brand Pages $15K
ENHANCED TABS
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Brand Page $20K ENHANCED TABS
Tabs on steroids. Rather than just a changing POV, the entire brand page swipes with more content and features relevant to a specific product.
VIEW EXAMPLE
Brand Pages
DEEP DIVE
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Brand Page $21K Showcase your product in-depth with an interactive page that progressively reveals product features as you scroll down the page. This type of page would be great for projects with a lot of content and can feature multiple interactive elements on the page creating a very engaging and dynamic page. There can be an option to use a fixed side navigation bar to also navigate through the content.
VIEW EXAMPLE
Brand Pages
The Share‘N’Save Experience After the customer enters their name and email address, they chose which social network to share the page. Once the page has been shared, the coupon is available for the shopper to print at home and redeem in store at their nearest Dollar General.
Reach your target shopper by featuring your brand in the DG mobile app and site experience. 1.7M users accessed Dollargeneral.com exclusively on their mobile device 67% of DG.com shoppers used a mobile device to access the site
Feature your brand while your shopper is on-the-go!
Source: comScore, Media Metrix, Mobile Monthly Average, Jan 2014-Dec 2014
ENGAGE YOUR SHOPPER WITH MOBILE
Demographic Behavioral Retargeting Tactical Context Content Geo-Targeting
Enhanced targeting capabilities including:
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*Source: Third-party sourced data, Millennia Media, 2014.
CO-MOBIS
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Enhanced Targeting and Co-Branding with Dollar General
• Co-branded, retailer/advertiser mobile ads targeted to both smartphones and tablets • Reaches shoppers on the comScore Top 100 sites and applications • Drives NEW traffic to the site! • Utilizes advanced targeting: Demographic, Geo-fencing, DMA, Behavioral
Co-branded placements get 15-75% higher CTR than average*
Extend Your Reach Integrate your brand into the DG facebook media space by including your product in the promoted posts and/or developing a custom app to feature your brand and engage your shopper!
Source: 1Deloitte, Apr 2014, Digital Influences More Than $1 Trillion in Retail Store Sales; 2comScore Plan Metrix Dec 2014.
SOCIAL MEDIA ENGAGEMENT
75% of all DollarGeneral.com shoppers share their online experiences via Social Networks each month.2
of consumers said product information found on social channels influenced their shopping behavior and enhanced loyalty.1
50% Nearly
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Integrate your brand into the Dollar General Twitter communications strategy and reach new potential shoppers off-site.
SOCIAL MEDIA ENGAGEMENT
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“46% of U.S. executives said that an increase in brand advocates was one of the most important benefits of social media.” - Branderati.com
Retail Social Media SOCIAL
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Customize a game, quiz or interactive tab on the Dollar General’s Facebook page.
Extend Your Reach
Continue the conversation with your shopper while they are researching and browsing other sites.
AUDIENCE EXTENSION
Increase your digital ad scale. Audience Extension enables your brand to reach
the Dollar General audience while they are visiting
other brand-safe websites. Packaged with your on-site
program, you can increase reach and frequency to
Dollar General Shoppers at significant scale.
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AUDIENCE EXTENSION
You can make your digital shopper marketing program 2x, 3x even 10x bigger with Audience Extension.
You will still reach Dollargeneral.com shoppers, but you’re simply reaching them elsewhere across the web and directing them back to your brand on Dollargeneral.com.
A way to increase your digital ad scale.
1
User visits Dollargeneral.com, browses and is grouped in an audience segment based on desired target, then leaves Dollargeneral.com
2
Brands serve targeted ads to chosen Dollargeneral.com audience segments as they browse other sites.
3
Ad drives Dollargeneral.com users to relevant content and brand pages.
SELECT TARGETING* Audience: Choose between 2-5 category based shoppers AND All DollarGeneral.com Visitors
Geo: Zip codes of Dollar General stores
$30K | 2 Months
BASE TARGETING* Audience: All DollarGeneral.com Visitors
Geo: US National
$7500 | 1 Month
750,000 Impressions
PREMIUM TARGETING* Audience: Choose between 2-5 category based shoppers AND All DollarGeneral.com Visitors
Geo: Zip codes of Dollar General stores
$20K | 2 Months
2,0000,000 Impressions
3,0000,000 Impressions
* Minimum Package Amount
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AUDIENCE DISCOVERY
Enable your brand to reach your target audience utilizing Triad Retail Media’s third-party data partnerships. Through contextual audience targeting, these campaigns will allow you to capitalize on the Dollar General brand in order to drive incremental traffic to your Dollar General brand pages.
Audience Discovery will help find new Dollar General shoppers for you!
A way to find new audiences.
1
User browses the web and based on browsing behavior, is grouped in an audience segment; based on desired target.
2
Brands serve targeted ads to chosen off-site audiences.
3
Ad drives visitor to Dollargeneral.com relevant content and brand pages.
SELECT TARGETING* Audience: Choose between 2-5 category based shoppers AND All DollarGeneral.com Visitors
Geo: Zip codes of Dollar General stores $30K | 2 Months
BASE TARGETING* Audience: All DollarGeneral.com Visitors
Geo: US National
$7500 | 1 Month
750,000 Impressions
PREMIUM TARGETING* Audience: Choose between 2-5 category based shoppers AND All DollarGeneral.com Visitors
Geo: Zip codes of Dollar General stores
$20K | 2 Months
2,0000,000 Impressions
3,0000,000 Impressions
* Minimum Package Amount
The best of short- and long-term social reach in one package
Combined effect: • Quick-start social impact with sustained, long-tail traffic support and highly targeted, far-reaching messaging
• Cross-platform brand/experience impressions increase reach and penetration
+
+
Blog, Twitter, Facebook Combo Campaigns
Blogs • Extend the lifespan of the
social buzz • Speak to targeted audiences
via a trusted source • Add high-quality links to
the experience
• Maximizes reach and impressions • Minimizes net campaign CPM • Allows for precise audience targeting
Facebook Media
• Maximizes out-of-the-gate performance • Leverages celebrity followings and
consumer brand interest
Extend your custom media plan off-site and target the DG Shopper with
relevant seasonal and category solutions via: Mobile Site & App, Social
Media and Audience Extension (reach your shopper at scale).
FEATURE YOUR BRAND AND INTEGRATE YOUR PRODUCT ON DOLLARGENERAL.COM Contact your Account Director to discuss DG360 media
& custom content planning today.
Let’s Get Started
ENGAGE YOUR SHOPPER WITH EXPERT BRANDED CONTENT & VIDEOS Work with our experienced Account team to develop custom branded
content solutions including articles, interactive tools and video to
surround the shopper with expert advice and tips.
TARGET AND REACH YOUR SHOPPER ON-SITE AND OFF-SITE
CONTACT ME TODAY! 29
All package components are subject to inventory availability.
Media is not reserved until signed Supplier Agreement is received by Triad Retail Media.
General Digital Media Packages
$27,000
Option 1 Option 2
Option 3 Option 4
$50,000
$80,000 $100,000
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Responsive Brand Page & Banner Production
DG.com Media Impressions, approx. 400k
Facebook Promoted Post, approx. 564k reach
Email, Friday or Biweekly Sunday
Responsive Brand Page & Banner Production
DG.com Media Impressions, approx. 500k
Facebook Promoted Post, approx. 996k reach
Email, Friday or Biweekly Sunday
Social Media Traffic Drivers: Blogs, Tweets
Offsite Traffic Driver Ads
Responsive Brand Page & Banner Production
DG.com Media Impressions, approx. 500k
Facebook Promoted Post, approx. 1.5MM reach
Advertiser Exclusive Email
Social Media Traffic Drivers: Blogs, Tweets
Offsite Traffic Driver Ads
Custom Video or Facebook App
Responsive Brand Page & Banner Production
DG.com Media Impressions, approx. 750k
Facebook Promoted Post, approx. 1.5MM reach
Advertiser Exclusive Email
Social Media Traffic Drivers: Blogs, Tweets
Offsite Traffic Driver Ads
Custom Video
Custom Facebook App
www.triadretail.com
Katie Allina Account Executive, Triad Retail Media Phone | 727.914.2019 Email | kallina@triadretail.com
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Dollargeneral.com Visitors Are Similar To In-Store Shoppers
DG SITE VISITOR
DG SITE PURCHASER
DG IN-STORE SHOPPER
19%
18%
18%
18%
25%
26%
14%
26%
22%
18%
18%
18%
12% 8%
9%
11%
13%
10%
<$20k $20-29.9k $30-49.9k $50-69.9k $70-99.9k $100k+
Married Single Divorced Widowed Domestic Partner
DG SITE VISITOR
DG SITE PURCHASER
DG IN-STORE SHOPPER
55%
55%
50%
16%
16%
17%
17%
34%
7% 5%
8% 5% 17%
Similar presence of lower income households and married couples
Source: 2013 DG Survey –Demographics DG Site Visitors N=3,255, DG Site Purchasers N=1,851
Consumers Demographics 2013 DG Survey
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Source: 2013 DG Survey Q3: Which of the following activities have you done in the past 90 days? Total Excl Dollar: N=1,624, Dollar Channel Visitors N=4,404, DG Site Visitors N=3,255, DG Site Purchasers N=1,851
Total Excl Dollar Dollar Channel Visitors DG Site Visitors DG Site Purchasers
Dollargeneral.com Consumers Engage in Many Online Activities The majority of consumers pay bills, use coupons and purchase online today
PAID BILLS ONLINE
VISITED ON ONLINE RETAILER
PURCHASED PRODUCTS ONLINE
USED ONLINE COUPON
DOWNLOADED MOBILE APP
0%
20%
40%
60%
80%
100%
120%
85%
96%
84% 84% 80%
94% 92% 91% 95%
90% 88% 85%
73% 70% 67%
61%
28% 29% 31% 32%
Consumers’ Online Activities Past 90 Days, 2013 DG Survey
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Source: 2013 DG Survey Q8: In the past 90 days, how much would you estimate you have spent online on merchandise/products? Total Excl Dollar: N=1,624, Dollar Channel Visitors N=4,404, DG Site Visitors N=3,255, DG Site Purchasers N=1,851
DG Visitors Spend More Online Than Average DG visitors are more likely to spend than the average consumer, offering opportunity
0%
20%
40%
60%
80%
100%
10%
30%
50%
70%
90%
Claimed Online Spending (Past 90 Days) 2013 DG Survey
TOTAL EXCL DOLLAR
DOLLAR CHANNEL VISITOR
DG SITE VISITOR
DG SITE PURCHASER
7% 7% 7%
11%
20%
20%
21%
6% 3%
2% 3% 5% 9%
18%
22%
26%
10%
5%
2% 4% 8%
18%
22%
28%
11%
6%
7%
15%
22%
33%
14%
7%
2%
$1000+ $501-1000 $201-500 $101-200 $51-100 $31-50 $16-30 $1-15 None
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Heavy Crossover of DG Shoppers to Amazon Overall, DG site visitors are actively visiting many other online retailers
Source: Nielsen Netview Panel, July 2013
Audience Overlap by Retailer Netview Panel, July 2013
7.8 1.6 1.6 6.1 15.7 21.5 35.6
83.9 2.8 2.7 14.7 31.6 34.5 43.9
80.3 12.9 14.9 19.3 32.5 46.7 75.9
79.2 12.5 14.9 11.0 28.8 44.4 69.2
80.8 17.9 5.0 2.9 32.4 40.6 61.8
79.5 14.8 3.3 2.9 12.4 33.7 55.5
79.5 11.8 3.4 3.3 11.4 24.6 58.9
75.8 8.6 3.2 2.9 10.0 23.4 33.9
SITE
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Heavy Crossover of DG Shoppers to Amazon Overall, DG site visitors are actively visiting many other online retailers
Source: Nielsen Netview Panel, July 2013
Audience Overlap by Retailer Netview Panel, July 2013
80.3 12.9 14.9 19.3 32.5 46.7 75.9
75.8 8.6 3.2 2.9 10.0 23.4 33.9
79.2 12.5 14.9 11.0 28.8 44.4 69.2
83.9 2.8 2.7 14.7 31.6 34.5 43.9
7.8 1.6 1.6 6.1 15.7 21.5 35.6
80.8 17.9 5.0 2.9 32.4 40.6 61.8
79.5 14.8 3.3 2.9 12.4 33.7 55.5
79.5 11.8 3.4 3.3 11.4 24.6 58.9
SITE
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The Power of Digital
As e-Commerce Sales Continue to Grow, Stores Sales Are Increasingly Influenced by an Online Presence.
Source: Forrester. 1) Excludes non-specific “other retail categories” because these categories are not forecasted. 2) Consumers who research their purchases online but buy the product in the store. The term "research" is broad and varies from looking up a store location to making brand or purchase decisions online.
Online Sales
Online Influenced Offline Sales2
9%
52%
Offline Sales Not Influenced By Online
Presence2
39%
Online Sales
Online Influenced Offline Sales2
12%
65%
Offline Sales Not Influenced By Online
Presence2
23%
(excludes financial services)1
US Retail Sales
2011E
$2.2T
2016E
$2.6T
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nearly 50¢ of every dollar spent at retail stores in 2014 was influenced by digital.
It’s estimated that
Source: Deloitte, Apr 2014, Digital Influences More Than $1 Trillion in Retail Store Sales.
spent at retail stores.
By 2016, it’s estimated that figure will rise to
of every dollar 65¢
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