rightontarget?& · million(q1(loss”(in(the(waterloo!region!record,...
Post on 17-Oct-2020
3 Views
Preview:
TRANSCRIPT
$
© 2013 MediaMiser Ltd. 1
Right on Target? Target’s effect on the Canadian retail landscape: A media analysis
January -‐ June, 2013
$
© 2013 MediaMiser Ltd. 2
Execu&ve summary 3
Methodology 4
General Coverage 5
Target Canada 7
Walmart Canada 8
Sears Canada 9
Shoppers Drug Mart 10
Costco Canada 11
Canadian Tire 12
About 13
Table of contents
$
© 2013 MediaMiser Ltd. 3
Executive summary
• Target Canada had the most coverage of all retailers analyzed in the first half of 2013, with 1,370 ar&cles over six months. This was followed by Walmart Canada with 933 ar&cles.
• Overall, Target was men&oned in 57 per cent of all ar&cles analyzed and had 37 per cent of the total share of voice.
• Target also had the largest propor&on of posi&ve coverage, at 65 per cent. • The impact of Target’s arrival in Canada was so significant that it even drove coverage volumes of some of Target’s compe&ng retailers – most retailers experienced a coverage spike in February or March, coinciding with Target’s entry into the Canadian marketplace. The majority of these stories focused on Target, with other retailers men&oned as the compe&&on. • As an example of the above, Walmart’s top month was February, with 221 ar&cles followed by March with 199. These stories oUen posi&oned Walmart as either a major compe&tor to Target in Canada, or an example of another American mega-‐brand moving into the Canadian retail market.
• Further, 62 per cent of all stories men&oning Walmart also men&oned Target. In the majority of these, the laXer was the focus. • Shoppers Drug Mart was alone among the six retailers analyzed in that its coverage was not driven by Target’s arrival in Canada.
• Target’s biggest month was March, with 638 ar&cles. The majority focused on store opening announcements , and 94 per cent of Target’s March coverage was posi&ve.
• Sears had the greatest propor&on of nega&ve coverage, at 45 per cent. Much of this was due to coverage of the company’s weak first quarter and impending layoffs.
Target was mentioned in
57% of all articles analyzed during the study period.
• Costco had the second-‐highest percentage of nega&ve coverage among the six retailers. While a listeria-‐caused product recall added to this, the retailer was also men&oned in conjunc&on with a frozen berry recall and measles outbreak in Vancouver.
• Outside of men&ons related to Target’s Canadian launch, Canadian Tire had two significant coverage drivers including the announcement of Sco&abank Place being renamed the Canadian Tire Centre.
$
© 2013 MediaMiser Ltd. 4
Methodology
Objec&ve • This report seeks to give a snapshot of Canada’s retail climate, in light of Target’s appearance on the Canadian retail stage. Analysis • Analysis was done on the media coverage of the following six companies:
• Target Canada; • Walmart Canada; • Sears Canada; • Shoppers Drug Mart; • Costco Canada; and • Canadian Tire
• Ar&cles were collected from Jan. 1 – June 30, 2013 from both online and print sources in Canada. Toning • A randomly selected sample of up to 500 ar&cles was selected from each company’s coverage for toning.
• Ar&cles were toned on a three-‐point scale: posi&ve, neutral, or nega&ve: • Posi&ve is defined as: pleasing, encouraging or approving of the company. • Neutral is defined as: Either a balance of posi&ve and nega&ve points, or factual informa&on presented in neither a posi&ve nor nega&ve manner. • Nega&ve is defined as: discouraging, disapproving, or cri&cal of the company.
$
© 2013 MediaMiser Ltd. 5
0
100
200
300
400
500
600
700
Jan 2013 Feb 2013 Mar 2013 Apr 2013 May 2013 Jun 2013
# Ar&cles
Walmart Sears Shoppers Target Costco Canadian Tire
General Coverage
Coverage over &me
Compara&ve tone Highlights • Target had the most coverage of all retailers, with 1,370 ar&cles over six months. This was followed by Walmart with 933 ar&cles.
• Target, the newcomer onto the Canadian retail scene, had the largest propor&on of posi&ve coverage, at 65 per cent. Much of this was due to its ini&al push into the Canadian market.
• Sears, by contrast, had the greatest propor&on of nega&ve coverage at 45 per cent. Much of this was due to coverage of the company’s weak first quarter (“Sears Canada posts $31-‐million Q1 loss” in the Waterloo Region Record, May 23, 2013) and layoffs.
Target opens its first stores in Canada. Target’s an&cipated expansion compared to Walmart’s entry into Canada.
Sears lays off 700 workers.
19%
15%
43%
65%
9%
44%
75%
40%
48%
32%
67%
53%
6%
45%
9%
3%
24%
3%
Walmart
Sears
Shoppers
Target
Costco
Canadian Tire
Posi&ve Neutral Nega&ve
$
© 2013 MediaMiser Ltd. 6
General coverage
Compara&ve regions
Publica&on types
• Most coverage for all retailers was na&onal. For most retailers Ontario was next, followed by Bri&sh Columbia and either Alberta or Saskatchewan. • The majority of all coverage was from news websites, followed by daily print publica&ons. Sears had the largest propor&on of print coverage at 31 per cent.
• Target had the largest share of voice among all retailers , with 37 per cent of all retailer men&ons. They were followed by fellow U.S. en&ty Walmart, which had one-‐quarter of men&ons.
0
100
200
300
400
500
600
700
Walmart Sears Shoppers Target Costco Canadian Tire
# Ar&cles
Na&onal
Ontario
Bri&sh Columbia
Saskatchewan
Alberta
Quebec
Manitoba
Nova Sco&a
New Brunswick
79%
68%
77%
88%
78%
85%
20%
31%
23%
9%
21%
14%
1%
1%
1%
2%
1%
Walmart
Sears
Shoppers
Target
Costco
Canadian
% Ar&cles
News Website Daily Newspaper
Newswire E-‐zine/Website
Blog Community Newspaper
Share of Voice
37%
25%
12%
11%
8% 7%
Target Walmart Canadian Tire Sears Shoppers Costco
$
© 2013 MediaMiser Ltd. 7
General coverage
Top publica&ons
154
98
86
79
79
55
53
51
41
37
The Globe and Mail (Online)
The Globe and Mail
CBC News (Online)
MSN Canada (Online)
Huffington Post Canada
Yahoo! News Canada (Online)
Global News (Online)
Toronto Star (Online)
Metro News (Online)
CTV News (Online)
# Ar&cles
Top authors
60
47
35
16
12
10
9
8
7
5
Marina Strauss -‐ The Globe and Mail
Hollie Shaw -‐ Financial Post
David Friend -‐ Canadian Press
Francine Kopun -‐ Toronto Star
Anne D'innocenzio -‐ Associated Press
Kris&n Laird -‐ Marke&ng Magazine Canad
Brendan Wedley -‐ Peterborough Examiner
Susan Krashinsky -‐ The Globe and Mail
Ross Marowits -‐ The Canadian Press
Amanda Stephenson -‐ Calgary Herald
# Ar&cles
$
© 2013 MediaMiser Ltd. 8
0
100
200
300
400
500
600
700
Jan 2013 Feb 2013 Mar 2013 Apr 2013 May 2013 Jun 2013
# Ar&cles
Target Canada
• Target’s coverage peaked in March, with 638 ar&cles. A breakdown of this peak can be seen at leU.
• Before the above peak, coverage levels progressively rose as outlets covered the lead-‐up to the company’s arrival in Canada.
• AUer a large drop in ar&cles in April, coverage climbed again in May. Much of it was nega&ve, however, as Target released poor Q1 results. (“Target stores Q1 profit drops 26% on weak sales” in The O2awa Ci5zen (Online), May 23, 2013).
Coverage over &me
• Target had 638 ar&cles in March. Of these, 311 appeared on March 4 alone.
• The majority of news stories focused on the fact that Target would open its first Canadian stores the next day, on March 5 (“Target set to open first Canadian stores Tuesday” in The Vancouver Province (Online), March 4, 2013).
• Ninety four per cent of ar&cles published during this peak were from news websites, including the online versions of print and broadcast sources.
94%
4% 2%
Posi&ve
Neutral
Nega&ve
• As shown to the right, coverage of Target in March was almost all posi&ve, at 94 per cent, as buzz built about the company’s pending arrival.
65%
32%
3%
Posi&ve Neutral Nega&ve
First quarter results show a drop in profits, despite higher-‐than-‐expected sales in Canada.
Overall tone
$
© 2013 MediaMiser Ltd. 9
0
50
100
150
200
250
Jan 2013 Feb 2013 Mar 2013 Apr 2013 May 2013 Jun 2013
# Ar&cles
Walmart Canada
• Walmart’s top month was February, with 221 ar&cles, followed by March with 199 ar&cles. February coverage was primarily due to men&ons in ar&cles focused on Target’s Canadian launch. FiUy-‐nine of these stories were from Feb. 22, when Target commercials were described as a direct aXack on Walmart (“Target's first Canadian ads put bull's eye on rival Walmart” in The Vancouver Province (online), Feb. 22, 2013).
Coverage over &me Walmart is referenced oUen as a compe&tor to Target in light of the laXer’s entry into the Canadian market.
20%
74%
6%
Posi&ve
Neutral
Nega&ve
• Overall, ar&cles typically posi&oned Walmart as either a major compe&tor to Target in Canada, or another example of an American mega-‐brand moving into the Canadian retail market.
• In another example of just how much Target’s launch drove retail coverage, 62 per cent of all stories men&oning Walmart also men&oned Target. In the majority of these, the laXer was the main focus.
• The majority of Walmart men&ons were neutral towards the retailer. Posi&ve stories about the retailer include praise in comparison to newly-‐opened Target stores (Plenty of ac&on at Target’s Toronto opening” in the Toronto Sun (online), March 22, 2013).
Overall tone
62% of stories mentioning “Walmart” also mentioned “Target”
$
© 2013 MediaMiser Ltd. 10
0
20
40
60
80
100
120
Jan 2013 Feb 2013 Mar 2013 Apr 2013 May 2013 Jun 2013
# Ar&cles
Sears Canada
• Sears coverage peaked in February, with 142 ar&cles. A breakdown of this peak can be seen at leU.
• Sears had the most nega&ve coverage of all retailers, at 45 per cent of its total coverage.
• Sears saw smaller spikes in coverage in both April and June. The April peak followed an announcement from CEO Calvin McDonald that the retailer needed to reconsider its offerings (“Sears Canada needs 'reset,' chief says” in The Toronto Star, April 26, 2013).
• The June spike followed Sears vaca&ng retail space in Toronto (“Sears pulls out of up to 3 Toronto malls” in CBC News (online), June 14, 2013).
Coverage over &me
• Sears had 142 ar&cles in February, 37 per cent of its ar&cles during the en&re six-‐month period. Forty-‐two of these ar&cles were published on Feb. 1.
• The majority of the above focused on an announcement that Sears would lay off 700 workers primarily from retail and distribu&on loca&ons (“Sears Canada restructuring costs 700 jobs” in Winnipeg Free Press, Feb. 1, 2013).
• Despite having an overall majority of ar&cles in news websites, ar&cles in Feb. were published in a split of news websites and daily newspapers.
• As shown to the right, coverage of the Sears in Feb. was primarily nega&ve (83 per cent) due to coverage of the layoffs.
Sears vacates stores in three Toronto-‐area malls.
4% 13%
83%
Posi&ve
Neutral
Nega&ve
Overall tone
15%
40%
45%
Posi&ve
Neutral
Nega&ve
$
© 2013 MediaMiser Ltd. 11
0
10
20
30
40
50
60
70
80
Jan 2013 Feb 2013 Mar 2013 Apr 2013 May 2013 Jun 2013
# Ar&cles
Shoppers Drug Mart
Coverage over &me Shoppers Drug Mart hikes dividends aUer a stable fourth quarter and increased sales.
• Shoppers Drug Mart was alone among the six retailers in that its most ac&ve month, February, wasn’t predicated on the opening of Target loca&ons in Canada.
• Rather, the above was mostly due to posi&ve men&ons regarding an increase in dividends aUer a strong fourth quarter (“Shoppers Drug Mart hikes dividend with higher sales” in The Summerside Journal-‐Pioneer, Feb. 8, 2013).
• Coverage of Shoppers Drug Mart was split primarily between posi&ve and neutral. Posi&ve coverage included community events like the Shoppers Drug Mart “Ride Don’t Hide” fundraiser (“Ride promotes mental health” in the Pen5cton Western (online), June 18, 2013), which raises funds and awareness for the Canadian Mental Health Associa&on.
• Another posi&ve Shoppers Drug Mart story was coverage of a customer service response leXer that purported to be from a post-‐apocalyp&c future (“Shoppers Drug Mart employee admits to hilarious customer service response” in The Toronto Star (online), June 5, 2013). The leXer created a great deal of posi&ve buzz online.
Overall tone
43%
48%
9%
Posi&ve
Neutral
Nega&ve
$
© 2013 MediaMiser Ltd. 12
0
10
20
30
40
50
60
70
80
90
100
Jan 2013 Feb 2013 Mar 2013 Apr 2013 May 2013 Jun 2013
# Ar&cles
Costco Canada
• Costco’s coverage peaked in March, with 95 ar&cles. A breakdown of this peak can be seen in the inset to the leU.
• Costco had the second-‐highest percentage of nega&ve coverage among the six retailers. While a recall over listeria fears added to this, the retailer was also men&oned in conjunc&on with a frozen berry recall (“Canadians warned about berry mix linked to hepa&&s outbreak” in The O2awa Ci5zen (online), June 12, 2013), and a measles outbreak in Vancouver.
Coverage over &me
• Costco had a strong coverage spike in March, with 95 ar&cles. Of these, 36 were printed from March 13 – 14 when listeria fears sparked a recall of a deli product (“Cheese and meat rolls recalled” in The Toronto Sun (online), March 13, 2013).
• Almost 50 per cent of Costco men&ons in March also men&oned the launch of Target in Canada (“Target feels the love in Canada” in The Victoria Times-‐Colonist, March 29, 2013). Costco was men&oned among other Canadian retailers as poten&al strong compe&&on.
• As shown on the right, Costco’s coverage in March was primarily neutral and nega&ve. Nega&ve coverage was due to the listeria-‐related recall.
Listeria fears prompt a deli products recall.
3%
55%
42% Posi&ve
Neutral
Nega&ve
9%
67%
24%
Posi&ve
Neutral
Nega&ve
Overall tone
$
© 2013 MediaMiser Ltd. 13
0
20
40
60
80
100
120
140
Jan 2013 Feb 2013 Mar 2013 Apr 2013 May 2013 Jun 2013
# Ar&cles
Canadian Tire
• Canadian Tire’s coverage peaked in March, with 116 ar&cles. A breakdown of this peak can be seen in the inset to the right.
• Outside of the Target launch Canadian Tire had two large stories, in May and June.
Coverage over &me
• Much as in Walmart’s case, Canadian Tire’s largest peak in coverage was due to stories about Target’s Canadian launch. Of the 116 stories men&oning Canadian Tire in March, 102 also men&oned Target (“Goodbye big box? Canadian Tire thinks small to take on giant Target” in The Globe and Mail (online), March 7, 2013).
Sco&abank Place renamed the “Canadian Tire Centre”.
• May’s peak was largely driven by the launch of Canadian Tire Jumpstart (“Kids in Calgary raise funds for Jumpstart” in Metro News (online), May 13, 2013), a program that helps to fund spor&ng ac&vi&es for underprivileged children across the country. Jumpstart coverage con&nued into June.
• In June, Canadian Tire received a majority of coverage for a partnership with the OXawa Senators that saw the renaming of Sco&abank Place to the Canadian Tire Centre (“Canadian Tire Centre new name for Senators home arena” in CTV News (online), June 18, 2013).
• Overall, Canadian Tire’s coverage was a split between posi&ve and neutral, with only three per cent of ar&cles referring to the company nega&vely.
88% of stories mentioning Canadian Tire in March also mentioned Target.
44%
53%
3%
Posi&ve
Neutral
Nega&ve
$
© 2013 MediaMiser Ltd. 14
About MediaMiser MediaMiser is a leading provider of media monitoring and analysis soUware and professional services for organiza&ons of all sizes. Through innova&ve web-‐based and mobile solu&ons, MediaMiser reduces the &me and effort it takes to gather, analyze and distribute valuable business intelligence extracted from tradi&onal and social media sources. For organiza&ons that prefer to outsource, MediaMiser also provides detailed analysis reports and daily media briefings through an expert client services team.
Contact informa&on: Email: arlene@mediamiser.com Phone: 613-‐232-‐7797 x 128
About
top related