Nielsen BookScan business review

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Intelligence and experiences Jonathan Nowell

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What is huge about this data?

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Agenda – Intelligence and bits of knowledge Nielsen BookScan and data in the book store network Data or insight? BookScan at work Growing Sales Supply chain efficiencies Conclusions

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Information and the book store network ISBN office Editorial Identifying & portraying books Nielsen BookData, Bowker, Ingram, B&T Book inventory network Nielsen BookScan Measuring & breaking down book deals Finding books Ordering books Wholesalers, TeleOrdering Nielsen BookNet PubNet/Easy

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Intelligence and bits of knowledge – information? Information – data – knowledge Intelligence enhances basic leadership on strategic and key levels Key learning Information in setting – e.g. Distributer's Lunch Don't distribute by numbers – e.g. Vernon God Little, Strange Incident … Employ investigators – e.g. Arbitrary, Harper … Be aggressive – e.g. set exceptional yields diminishment targets

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BookScan – The setting … POS information – ISBN, volume, time, cost

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Agenda – Intelligence and bits of knowledge Growing Sales (the privilege limited time blend) Harper Collins, Australia Strategic (class examination) Simon & Schuster, US Supply Chain Efficiencies (Inventory and deals information) Time Warner, UK

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Brian Murray, CEO at HC, Australia How does Harper Collins, Australia utilize BookScan? BookScan Data + HC investigation = Improved Decisions 1 Planning Decisions 2 Reprint Decisions 3 Marketing and Publicity Decisions and Who benefits?

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1. Arranging Decisions Before BookScan Decisions in light of claim rundown of books, possess encounters, distribution center shipments Publisher's retail information and mindfulness constrained After BookScan Decisions in view of more extensive market, real offer through, rate of offer, genuine archive, RRP and ASP, deals by channel Publisher's retail learning and mindfulness enhanced

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Case Example: Planning for The Hours BookScan information: 7 film tie-ins from 4 distributers step by step deals, RRP, ASP Analysis: Weekly deals capability of 2000-6000 units in key week A 2-4x increment in pinnacle week Sales proceed for no less than 3 months after film Implications: To accomplish this speed 15,000 must be in the market Needed to print 20,000 Market just requested 10,000 units on sub

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2. Reproduce choices Before BookScan Decisions in light of distribution center shipments, exceptional delay purchases, "feel" of the market Reprints unsafe fiscally; when Publishers did republish it was normally past the point of no return and the amount was not ideal After BookScan Decisions in view of offer through rate, unsold stock in market, anticipated new requests, guage retail deals, deals quality by channel Reprint every now and again with certainty to boost "hot" titles

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Case Example: Bride Stripped Bare 1) Initial Print 15k 2) Serial and Feature daily paper scope 3) Sell Through = half; Reprint 10K 4) What more would we be able to do?

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Case Example: Bride Stripped Bare 4) What more would we be able to do to drive this book? Imagine a scenario in which we had another $30K to spend on advertising. Can we get more reputation? Do our book shops have enough stock? Do we have enough stock? To what extent does it take to republish? What number of could offer throughout the following 4 weeks? HC Decision: Immediate writer visit on the off chance that we can book TV

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Case Example: Bride Stripped Bare 1) Confirm TV talk with 2) Book 4 day writer visit 3) Extend promoting exertion 8 weeks 4) Sell Through = 60%; Reprint 15K

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Case Example: Bride Stripped Bare Publicity affect = 4 times increment 2) Sell through 80%+ 3) Reprint 25K

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Case Example: Bride Stripped Bare 116K in print 65K sold through retail 25K unsold in retail 70% offer through Some stock outs

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3.Marketing Decisions After BookScan It is still troublesome, yet conceivable to quantify the adequacy of some spends It is conceivable to foresee deals increments inside a range Publishers ought to re-center spending on showcasing endeavors that prompt to quantifiable deals increments for book retailers Before BookScan It's difficult to gauge the viability of showcasing spending writer visits, attention celebrations print publicizing TV publicizing radio Publishers burn through $25-$50M dad on advertising endeavors

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Preliminary Analysis Author Tours  less viable, frequently too expensive TV, Print, Radio Ads  for the most part too exorbitant to have effect Newspaper Serial  less viable, timing an issue Talkshow TV, Radio  troublesome, constrained control however compelling Newspaper feature  troublesome, restricted control yet successful AW Weekly selection  troublesome, restricted control yet powerful Oprah  troublesome, restricted control yet at the same time works! Film Tie Ins  troublesome, restricted control yet powerful Bins, POS  to be resolved

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Agenda – Intelligence and bits of knowledge Growing Sales (the privilege special blend) Harper Collins, Australia Strategic (class investigation) Simon & Schuster, US Supply Chain Efficiencies (Inventory and deals information) Time Warner, UK

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Agenda – Intelligence and bits of knowledge Growing Sales (the privilege limited time blend) Harper Collins, Australia Strategic (sort examination) Simon & Schuster, US Supply Chain Efficiencies (Inventory and deals information) Time Warner, UK

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Rebecca and The Big Read Conclusions develop a past filled with "similar" titles (e.g. HB Fiction Branded Author) to gauge the obliged stock to deals proportions Leading to better choices on re-prints or advancements and better coordinating of stock to request. Enhanced returns gauges (how much) stock is really in the exchange and is this expanding or diminishing

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Rebecca and The Big Read Conclusions Improve the stock position prize or PR recipients (Rebecca). Wise production network administration "push" duplicates into the exchange the learning that profits are far-fetched Build in special case reporting. On account of Rebecca the appropriation and deals lines are running parallel and around 15% - you may manufacture change parameters of 10% and 25%

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Spotting the smash hit Catching the high flyer Managing the center stock Merchandising Growing deals Knowing piece of the pie Monitoring regularity Reducing returns Negotiating cash New title subbing Planning Marketing Regional investigation Inventory administration Store conveyance Timely reprints Validation Cost decrease Genre measuring Product definition Author procurement Agent transaction Imprint securing Gap examination Format determination Price point investigation Conclusion – on the off chance that you are not utilizing BookScan insight as a part of the accompanying territories… call us!

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David Young's enormous wins … 1. Bye, bye horse crap - it's unthinkable for anybody in the business be they specialists, distributers or creators to blow up deals insights. We know significantly more about our industry thus. 2. Rate of offer out of stores - already we depended on episodic data and republished in response to orders set instead of offer through. 3. Solid smash hit records that can be keep running at characterization level

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The cost of profits to the exchange Every book returned costs both the retailer and the distributer In 1998, the UK book exchange part subsidized a venture by KPMG to appraise the expenses of profits to the Booktrade Back in 1998, the conclusion landed at was that for EVERY book returned it cost the… RETAILER - £0.50 or $ 0.92 PUBLISHER - £1.00 or $ 1.80 TOTAL COST TO TRADE - £1.50 or $ 2.70 for each book Assuming that the expenses inside the USA are practically identical, what do you think the paybacks would be for each 1% drop in the US returns rate?

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For each 1% drop in the US returns rate, the exchange could bank… Publishers… $15.2 million Retailers… $7.5 million Total exchange… $22.7million For a distributer with a 5% piece of the overall industry this is worth $0.75million For a retailer with a 5% piece of the overall industry this is worth $0.38million If the US could reflect the UK and drop returns by 7% more than 5 years, it would be worth… $5.25 million a year to the primary concern for a medium (5% share) distributer $2.6 million a year to the main issue for a medium (5% share) retailer AND THE WHOLE TRADE BENEFITS ! Cost of profits in view of the volume deals grabbed by BookScan USA amid 2003

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