Bon-Ton Stores, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Bon-Ton Stores, Inc., headquartered in York, PA., has retail stores in the Northeast, Midwest and Great Plains regions. The company operates under the Bon-Ton, Bergner's, Boston Store, Carson Pirie Scott, Elder-Beerman, Herberger's and Younkers banners.
|Main Telephone||(717) 757-7660|
|Main Fax||(717) 751-3198|
Bon-Ton Stores, Inc. ContactsContacts (5/22)
|Luis F.||Executive Vice President & Chief Marketing Officer||WI|
Sample of Associated Brands
|Kathryn B.||President & Chief Executive Officer||WI|
|Jimmy M.||Executive Vice President, Merchandise Planning & Optimization||WI|
|Jim L.||Chief Information Officer||PA|
|Mary K.||Vice President, Investor Relations||PA|
|Bon-Ton Stores, Inc.||*******|
|********||********* | *****||media buying & planning||unknown||present|
|***-*** ******, ***.||******** *********, ***.||Creative, Social||1992||present|
|***-*** ******, ***.||********* | *****||media buying & planning||2013||present|
|****** *****||********* | *****||Media Buying, Media Planning||unknown||present|
|******'*||******** *********, ***.||AOR - creative & social||1992||present|
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Bon Ton Stores increasing grassroots, traditional, digital media
Subject: local marketing, promotions, direct mail, e-commerce, adtech, mobile, digital, social media, TV
Company: Bon-Ton Stores, Inc. (BTS), parent company of 270 department stores under the Boston Store, Bon-Ton, Younkers, Carson's, Elder-Beerman and Herberger's brands across 25 states concentrated in the Northeast, Midwest and as far west as Idaho. BTS is headquartered in York, Pa.
Opportunity: In the Q3 earnings call, CEO Kathryn Bufano said that the company’s focus will be on the Bon Ton brand. The goal is “clear,” she said, and is to become “the dominant omnichannel retailer” in its small and mid-sized community. To that end, Bon-Ton launched a comprehensive brand positioning strategy in September. This includes a new tagline: Your Store, You Style. In order to increase its customer base, BTS is also enhancing and extending key promotions and more than doubling the circulation of its gift-giving book this holiday season. Bufano also stated that BTS was adding more traditional and digital media, as well as grassroots marketing events in Q4.
Moving forward, BTS will also continue to strategically invest in expanding omnichannel capabilities. BTS now has complete system integration of its physical stores in e-Commerce network. The company is also looking at how to direct omnichannel engagement back into the stores, as 70% of its customers search online before coming into the brick-and-mortar stores. BTS is currently making significant investments in website functionality to enhance customer’s online shopping experience and entice them to purchase in-store.
Media Spend: According to Kantar Media, Bon-Ton spent $32.1 million on measured media last year. The split between department stores is: Bon-Ton, $4.8 million; Carson's, $16.5 million; Elder Beerman, $1.3 million; Herbergers, $5.6 million; and Younkers, $3.1 million. Most of the company's overall spend was allocated to print ads ($12.9 million); spot TV ($16.9 million); and digital ads ($1.6 million).
Digital Breakdown: All data is according to Moat:
Bon-Ton: Has run 77 display ads on 1,335 publishers so far this year (6% mobile). Top ad destinations include: ydr.com, pennlive.com, linksynergy.com, go.com and yorkdispatch.com (11% placed site direct).
Carson’s: Has run 126 display ads on 27 publishers in 2015 (15% mobile). Top ad destinations include: wxyz.com, cbslocal.com, radio.com and abc7chicago.com (98% placed site direct).
Elder-Beerman: Has run 16 display ads on 32 publishers this year (25% mobile). Top ad destinations include: daytondailynews.com, gsalr.com, dmarge.com, slickdeals.com and webmd.com (97% placed site direct).
Herberger’s: Has run 99 display ads on 1,908 publishers this year (28% mobile). Top ad destinations include: kstp.com, wunderground.com, startribune.com, wowhead.com and greatergood.com (35% placed site direct).
Younkers: Has run 19 display ads on 95 publishers (25% mobile). Top ad destinations include: marshfieldnewsherald.com, wisconsinrapidstribune.com, stevenspointjournal.com and packersnews.com (63% placed site direct).
Bon-Ton Stores, Inc.
2801 East Market Street
York, PA 17402
Executive Vice President & Chief Marketing Officer
Vice President, Marketing