Beyen Retail Ad Survey Finds Decline in PC Offers, Increase in Rebates; Rebates Account for an Increasing Proportion of Retail Offers.Business/High Tech Editors NIAGARA FALLS Niagara Falls, waterfall, United States and Canada Niagara Falls, in the Niagara River, W N.Y. and S Ont., Canada; one of the most famous spectacles in North America. The falls are on the international line between the cities of Niagara Falls, N.Y. , N.Y.--(BUSINESS WIRE)--Oct. 31, 2002 Computer retailers have once again turned to rebates to drive sales in the face of sluggish demand. The number of ads by retailers for desktop computers is down 21.4% for the first three quarter of 2002 compared to the year-ago period, but rebate rebate, partial refund of the total price paid for goods or services. In the United States, rebates were historically given by railroads to favored shippers as a return on transportation charges. offerings now account for more than two-thirds of all PC offers at retail, up from 53.5% in 2001. "Retailers and their suppliers continue to rely on rebates and related offers to hit key price points and drive demand," said Roger C. Lanctot, director of advertising analysis for Beyen Corp. "As long as they bring people into the stores, retailers will continue to hammer away with mail-in, instant and upgrade rebates."
Change in # of Ads Jan.-Sept. Jan.-Sept.
Offer Type Jan.-Sept. '02 Share '01 Share
'01 vs. '02
Rebate 10.0% 44.7% 41.3%
No Offer -16.8% 34.1% 41.6%
Non-Rebate 16.5% 16.8% 14.6%
Gift Certificate 80.4% 4.1% 2.3%
Installation Offer 46.6% 0.3% 0.2%
Rebate offers for computer hardware products sold in retail stores were up 10% for the first three quarters of 2002 compared to the year-ago period, while overall computer hardware retail ads only increased 1.5%. Rebates remain the dominant promotional strategy used by retailers, although non-rebate offers saw a 16.5% gain and accounted for 16.8% of all retail advertised offers. Digital cameras accounted for the largest share of retail advertised offers at 14.0%, vaulting vaulting Gymnastics exercise in which the athlete leaps over a form that was originally intended to mimic a horse. At one time, the pommel horse was used in the vaulting exercise, with the pommels (handles) removed. ahead of desktop computers, which fell to 12.1% of total retail advertised offers. Other categories with significantly increased advertising activity included computer monitors, notebook computers A laptop computer that weighs in a range from five to seven pounds. The term originated when laptops were routinely more than 10 pounds, and those that became lighter were placed in a special "notebook" category. In practice, notebook computer and laptop computer are synonymous. , home networking gear and PDAs.
----------------------------------------------------------------------
Selected Change in # YTD '02 Share Change Change in
Categories of Ads Share vs. '01 Avg. Price
'01 vs. '02 '01 vs. '02
----------------------------------------------------------------------
Digital Cameras 14.3% 14.0% +0.7% -10.3%
----------------------------------------------------------------------
Desktop PCs -21.4% 12.1% -4.6% 11.6%
----------------------------------------------------------------------
Color Printers* -4.0% 10.9% -1.4% 29.7%
----------------------------------------------------------------------
Notebook PCs 22.2% 8.6% +0.9% 4.6%
----------------------------------------------------------------------
PC Monitors 68.8% 7.8% +2.8% 6.6%
----------------------------------------------------------------------
PDAs 16.8% 6.8% +0.2% 5.8%
----------------------------------------------------------------------
*includes color laser printers A laser printer that prints in color using four toner cartridges (CMYK) of cyan, magenta, yellow and black. The colors are applied one at a time to the drum and are then adhered to the paper. See printer. The data reported here is based on the tracking of retail preprint pre·print n. Something printed and often distributed in partial or preliminary form in advance of official publication: a preprint of a scientific article. tr.v. and run-of-press advertising by retailers drawn from 102 daily newspapers encompassing 85 U.S. metropolitan areas. Beyen's North American North American named after North America. North American blastomycosis see North American blastomycosis. North American cattle tick see boophilusannulatus. headquarters is in Niagara Falls, Ontario Niagara Falls is a Canadian city of 82,184 residents<ref name="2006CensCommun" /> on the Niagara River in the Golden Horseshoe region of south-central Ontario. It lies across the river from Niagara Falls, New York, and was incorporated on June 12, 1903. , with its corporate headquarters in Dusseldorf, Germany Germany (jûr`mənē), Ger. Deutschland, officially Federal Republic of Germany, republic (2005 est. pop. 82,431,000), 137,699 sq mi (356,733 sq km). . For further information contact Roger Lanctot, director of advertising analysis at (905) 374-4596. |
|
||||||||||||
Printer friendly
Cite/link
Email
Feedback
Reader Opinion