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OfficeMax segments customers with Monetate LivePredict

BY Dan Berthiaume

Naperville, Ill. – OfficeMax is speeding up the process of customer segmentation with Monetate LivePredict, an automated segment discovery product designed to automatically identify valuable customer segments and their attributes. Using LivePredict, OfficeMax intends to identify, at the brand and campaign levels, highest and lowest-performing segments.

The solution is also designed to surface customer groups that respond well to a brand of campaign but have a lower number of visitors. Gregory Phillips, senior web analyst, testing and optimization at OfficeMax, said LivePredict has delivered customer insights that otherwise would not have been discovered.

“Before LivePredict, we might have run an A/B test on our site and evaluated the results across the whole customer base to determine if it was a success,” said Phillips. “With LivePredict, we can see the highest- and lowest-performing segments for each campaign we run, right within the user interface. So what we might have seen as an overall miss before actually could have been really successful for certain segments of our customer base. This insight allows us to target the campaign to segments that responded positively and try a different approach for the segments that didn’t respond well the first time around.”

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ECRM: Retail circular advertising trends, July 2013

BY CSA STAFF

ECRM compared retail circular advertising in July 2012 versus July 2013 and noted trends occurring across top retail chains. Walmart continues to see large increase in page count year-over-year, alongside Fred Meyer and Lowe’s this month. In contrast to Lowe’s, Home Depot saw a 44% drop in page count versus last year.

Sustaining last month’s trend, Lowe’s continues to experience large year-over-year increases in ad blocks per circular. Walmart, on the other hand, appears to have reversed course, experiencing a 19.4% decrease vs. last year. Lowe’s put a focus on growth this month, leading in percent change for each of these metrics, except for circular page count where it was number 2. Most of the remaining key retailers that increased circular page count saw a decrease in average ad blocks per page, or vice versa, leading to an overall trend of only very slight growth in each of these metrics year-over-year.

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 more than 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.

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Same-store sales up in July, boosted by heavy promotions

BY Dan Berthiaume

New York — A group of 11 large U.S. retailers that report same-store sales results each month had a generally strong showing in July. However, Thomson Reuters analysis indicates significant discounting helped drive an overall 4.4% increase, more than double the 1.4% same-store sales rise recorded in July of last year.

Same-store sales at American Apparel rose 8%, while a 2.1% lift at The Buckle came in slightly below Wall Street expectations and same-store sales at Cato Corp. fell 5%, which the retailer attributed to economic volatility and uncertainty.

Discounted gasoline helped create a 4% same-store sales lift at Costco Wholesale Corp, which came in below the 5.1% growth expected by analysts. Soft electronics demand put a damper on same-store sales, while a strong U.S. dollar helped negate an 8% increase in international same-store sales.

Promotions at Fred’s Inc. spurred a 2.5% same-store sales increase and performance at the Canadian La Senza chain drove a 3% rise at L Brands, parent company of Victoria’s Secret and Bath & Body Works. That figure doubled analyst predictions of a 1.5% boost at L Brands.

General merchandise helped produce a 0.7% same-store sales increase at Rite Aid Corp., while discounts on bottled water and soda produced heavier store traffic that resulted in 6.3% same-store sales growth at Walgreens Corp. A 0.8% same-store sales boost at Zumiez Corp. was weaker than expected.

Gap Inc. will release its same-store sales figures after the close of the market today.

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