February 2008

Acxiom® study reveals US consumer shopping behaviours
NEW YORK − As US retailers struggle to recover from dismal holiday sales and the dramatic pullback in consumer spending, a new study from Acxiom® Corporation (Nasdaq: ACXM) offers retail marketers new insights on improving sales performance by using the right media mix to target consumer segments most likely to spend. The latest Retail Consumer Dynamics (RCD) study, which was released in January at the National Retail Federation’s Annual Convention and Expo in New York, reveals how American consumer shopping behaviours are changing during the down economy, making pinpoint marketing strategies imperative for retailers’ survival.

Building off Acxiom’s nine, new consumer behavioural segments, RCD explores the influence of marketing media and how it differs by segment and by product category within each segment. While mass marketing and word of mouth continue to be among the most influential media across all nine segments, consumers are increasingly turning to the Internet before purchasing. For example, the segment identified as Potential Rebounders, i.e., those likely to loosen up on spending sooner, appears more likely than other segments to use online research before purchasing electronics, appliances, home décor and jewelry. To appeal to this segment, retailers in these categories should consider maintaining a robust online presence providing pricing, features/benefits and product availability.

“Even in this challenging economy, retail marketers can use pinpoint marketing tactics to direct messages to specific consumer segments based on their interests, behaviours and shopping processes,” said Jim Harold, Acxiom’s industry executive for the retail and consumer markets in a statement. “This direct approach for communication with the consumer will have a greater effect on shopping decisions, which, in turn, will produce a higher return on marketing dollars spent.”

The study also revealed:
As media options increase, the influence of specific types of media on different segments has become more fragmented, making it more important that marketers test and refine their messages.
Additionally, while US consumers are conducting far more online research than ever before, traditional bricks and mortar, in-store shopping is still preferred. It is important that marketers effectively link these customer experiences by communicating pertinent information online to drive in-store visits and purchases. By linking consumer touch points, marketers can enhance the customer experience with personal messaging and utilize a targeted media delivery that will best connect with the consumer to create the best potential to a purchase.
To download a copy of Acxiom’s Retail Consumer Dynamics, visit www.acxiom.com.

PR community recognizes Galen G. Weston
TORONTO — Galen G. Weston, executive chairman of Loblaw Companies Limited, received the 16th Annual CEO Award of Excellence in Public Relations from the Canadian Public Relations Society (CPRS) Toronto on January 20.

Mr. Weston has proven to be a strong advocate for effective communications since his appointment to the executive chairman position in September 2006. Among his many efforts, he defined a clear mission and shared values, spearheaded a renewal of corporate culture to enhance employee engagement and publicly supports Loblaw’s focus on corporate social responsibility, product innovation and food retailing.

Prior to his current position, Mr. Weston was Loblaw Companies’ senior vice president, corporate development. He has also held senior management roles within operations, President’s Choice Financial and e-commerce.

The CPRS Toronto CEO Award of Excellence in Public Relations was established in 1991 to demonstrate that a successful CEO must be an excellent communicator as well as a strong financial and administrative manager.

Past recipients have included: Frances Lankin, president and CEO, United Way of Greater Toronto; the late Richard Bradshaw, General director and conductor, Canadian Opera Company; Michael Budman and Don Green, Co-founders of Roots Canada, Wayne Sales, president and CEO, Canadian Tire ; and others.

The CPRS Toronto has represented the local public relations profession since 1948, through the establishment and maintenance of high professional, educational and ethical standards. The society represents more than 300 national members from agencies, corporations, government, non-profit groups and other Toronto-based organizations, and 300 students from colleges and universities.
Loblaw Companies Limited is Canada’s largest food distributor and leading provider of drug store, general merchandise and financial products and services. Loblaw is one of the largest private sector employers in Canada. With more than 1,000 corporate and franchised stores from coast to coast, Loblaw employs over 140,000 full-time and part-time employees.

Sears introduces personalized gift cards
TORONTO— Sears Canada Inc. (TSX: SCC) has announced the introduction of personalized Sears Gift Cards, which will enable customers to tailor each Sears Gift Card they purchase online with a customized photo and message.

"Sears is pleased to offer its customers the ability to create a one-of-a-kind Sears Gift Card for their loved ones, just in time for the Holiday season" said Dene Rogers, president and CEO, Sears Canada. "The added dimension of a customized photo and message adds a priceless component of personalization that will be appreciated by Sears Gift Card recipients everywhere."

Customers can log on to www.sears.ca/giftcard to register and follow the three steps to create their unique Sears Gift cards in their choice of $10, $25, $50, $100 or $250 denominations: (1) Upload your image; (2) Add your message; and (3) Order it. Cards are the size of a standard credit card, 3 1/2" x 2", with the front of the card essentially a blank slate to accommodate one or more personal photos and a message. Gift-givers can also decorate their keepsake cards with preselected backgrounds and effects to create a unique look. The "My Gallery" feature of the website keeps the user's personal creations on file for a visual reminder of previous cards they have designed.

Adding a personal touch to the Sears Gift Card, such as a photo of grandchildren, is affordable at only 2.99 each. By having a personal message on the Sears Gift Card it does double duty, serving as both the gift and the greeting card. The customization fee includes standard shipping for delivery to anywhere in Canada through Canada Post, allowing customers to send a Sears Gift Card directly to the home of the recipient at no extra charge, within 5-7 days of placing the order. Rush shipment is also available at an additional cost through UPS, with charges waived for orders of $200 or more.

Customizing with personal photos and messages is a fun, fresh way to wrap the cool possibilities the Sears Gift Card offers, like jewellery, fragrances and electronics. Sears Gift Cards can be conveniently redeemed on a wide selection of merchandise and services available at over 429 retail locations across Canada, through the catalogue and online at www.sears.ca.

There are no expiry dates on any Sears Gift Cards purchased in Canada. Once the recipient redeems their Sears Gift Card, they can choose to hold on to the card as a memento.

Sears Canada is a multi-channel retailer with a network of 198 corporate stores, 187 dealer stores, 44 home improvement showrooms, over 1,850 catalogue merchandise pick-up locations, 106 Sears Travel offices and a nationwide home maintenance, repair, and installation network. The Company also publishes an extensive general merchandise catalogue and offers shopping online at www.sears.ca.

Secures $10 million in corporate marketing partner activation
NEW YORK – The National Hockey League, which has secured $10 million in corporate marketing partner activation for the 2009 NHL All-Star Weekend in Montreal, has announced activation plans for all of its partners at the event.

As the League continues to play to a record percentage of building capacity and attract an increased national audience online and on TV, corporate marketing partners have shown greater eagerness to activate at the NHL’s marquee events. Canadian corporate marketing partners activating at the Montreal All-Star Weekend include: Bell, Labatt (Bud Light) and Scotiabank.

“We are extremely pleased at the breadth and scope of activation at the 2009 NHL All-Star Weekend in Montreal,” said Keith Wachtel, NHL Senior vice president of Integrated Sales and Marketing, in a statement. “The NHL and its partners are excited to showcase the sport of hockey to a global audience better than ever.”

Transcontinental buys Conversys, undisclosed amount
Print and publishing giant Transcontinental Inc. has acquired print-to-Web marketing provider Conversys Inc., a firm that specializes in converting print marketing collateral into interactive online content, for an undisclosed amount.

According to Transcontinental, Conversys’s staff and production capabilities will remain in London, ON, and a sales office will established at a Transcontinental operation in Mississauga ON.
Transcontinental says that Conversys’s customer base consists of national and regional North American retailers under approximately 40 separate banners.

“The power and breadth of Transcontinental’s products and services, in combination with Conversys’s capabilities, provide an unparalleled suite of strategic marketing capabilities to our North American clients,” said Francois Olivier, Transcontinental’s president and chief executive in a statement.
Transcontinental also reported a full-year profit of $7.9 million for the financial year ended Oct. 31, down from $120.6 million in 2007 due to a restructuring charge and goodwill write-off.

Net earnings per share for the year came to one cent, down from $1.42 in the previous year, but adjusted for one-time items Transcontinental said its per-share earnings rose 15% to $1.73. Consolidated revenue rose 4% to $2.43 billion from $2.33 billion.

Named great place to work
TORONTO—FUSE Marketing Group Inc., a privately held brand activation agency offering a full range of marketing, direct, experiential, promotional and interactive services, (www.fusemg.com) has just been named one of the Top 50 Best Small and Medium Employers, as published by the Globe and Mail. This was the first year FUSE submitted an entry for the study, which is now in its fifth year.
“We are very proud to have been recognized,” said Garo Keresteci, president, FUSE Marketing Group Inc. in a statement. “Particularly given FUSE was only in its fifth year when the survey took place. We’re also thrilled that the evaluation was generated by our staff, which speaks to how well positioned we are to attract and retain top talent to work on behalf of our clients. This is our staff’s win more than ours, and we couldn’t be happier. This is also the time to acknowledge the support we’ve received throughout the years from our staff and our client partners.”

Becoming a Top Best Small and Medium Employer is a very methodical and competitive process, which this year included more than 250 companies across Canada. The program recognizes top employers with between 50 and 400 employees. The rankings are primarily determined using the results from Employee Opinion Surveys. Here, 18 key engagement drivers are detailed and analyzed. The evaluation process also includes the assessment of organization practices and perspectives from the leadership team.

Study partners include Queen’s School of Business, Queen’s Centre for Business Venturing and Hewitt Associates. More information about the Best Small & Medium Employers in Canada is available online at http://business.queensu.ca/qcbv/sme.

Provides free Canadian mailing list accuracy test
London, ON—Interact Direct is pleased to announce the release of CampaignSaver™, one of Canada’s first mailing list accuracy tests. Direct marketers and corporate data managers can use CampaignSaver™ to run various confidence tests on their contact lists including: address accuracy rating, duplicate checking, mover checking, and telephone number verification. CampaignSaver™ also includes a demographic profile of the targeted audience with statistics like average age, income, education level, and number of children. An easy to read report summarizes all of the findings.
The CampaignSaver™ service is provided under a non-disclosure agreement (NDA) and is offered at no charge — both to clients and non-clients of Interact Direct. Because the service is automated, results are generally available within 24 hours; although large lists may take longer. The service is currently available for Canadian consumer lists only.

Should the CampaignSaver™ test identify problems, Interact Direct will offer a fee-based proposal to correct or enhance the data as required.

According to Jeff Bisset, president of Interact Direct: “Many direct mail communication programs fail to achieve their full potential because the list is incomplete and out-of-date. Our challenge at Interact Direct was to create a quick and easy test to evaluate the list before a mailing. CampaignSaver™ is our solution. We think that marketers and data managers will find this very valuable in preparing campaigns.”

For more information on CampaignSaver ™, visit www.CampaignSaver.ca. With hundreds of clients across North America, including many Fortune 500 firms, Interact Direct is one of Canada’s leading providers of contact data quality and enhancement services.
To learn more about the company and how it delivers a competitive advantage for marketers, please visit www.InteractDirect.com.