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www.IndependentRetailer.com MANAGEMENT Price Transparency
& Retailers continued from page 116
mega retailers. Instead, it lies in staying competitive on price and, “hugging your customers,” to quote author, Jack Mitchell. No one knows their customers like independent retailers, which allows these small businesses to survive and thrive. RSR proposes fi ve recom-
mendations to navigate the new world of price transparency: 1) Targeted promotions
are a must. The only real an- swer to transparency that we have seen so far has been a response through targeted pro- motions: “Your price,” instead of, “the price.” Regulatory require- ments around prices have not quite caught up with what the technology is capable of, particu- larly with the rise of consumer adoption of smartphones, en- abling personalized delivery of promotions. So target those pro- motions, but tread carefully in communicating them to custom- ers. For example, free shipping is a promotion that works very well online, but has little relevance to the store. Thinking about the customer instead of the selling vehicle is very important. Think of targeted promotions as cus- tomer-targeted promotions that are channel aware. 2) Pricing is no longer an
island. The initial days of pric- ing technologies were about establishing capabilities. But as promotions become more tar-
continued on page 120
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U.S. Postal Service STATEMENT OF OWNERSHIP, MANAGEMENT AND CIRCULATION (Required by 39 U.S.C. 3685)
1. Publication Title: Independent Retailer 4. Issue Frequency: Monthly
2. Publication Number: vol 22 - #11 5. No. of Issues Published Annually: 12 3. Filing Date: 10/1/2011 6. Annual Subscription Price: $24.00
7. Complete Mailing Address of Known Offi ce of Publication: 24 Stony Hill Road, Bethel, CT 06801-1166 8. Complete Mailing Address of Headquarters or General Business Offi ce of Publisher: 24 Stony Hill Road, Bethel, CT 06801-1166
9. Full Names and Complete Mailing Addresses of Publisher, Editor, and Managing Editor: Publisher: Woody Sumner, 24 Stony Hill Road, Bethel, CT 06801-1166. Editor: Jaclyn Allard, 24 Stony Hill Road, Bethel, CT 06801-1166 Managing Editor: E. Scott Sumner, 24 Stony Hill Road, Bethel, CT 06801-1166
10. Owner: (If the publication is owned by a corporation, give the name and address of the corporation immediately followed by the names and addresses of all stockholders owning or holding 1 percent or more of the total amount of stock. If not owned by a corporation, give the names and addresses of the individual owners. If owned by a partnership or other unincorporated fi rm, give its name and address as well as those of each individual owner. If the publication is published by a nonprofi t organization, give its name and address.)
Sumner Communications, Inc. E. Scott Sumner
Sherwood S. Sumner
13. Publication Name: Independent Retailer 15. Extent and Nature of Circulation:
24 Stony Hill Road, Bethel, CT 06801-1166 24 Stony Hill Road, Bethel, CT 06801-1166 24 Stony Hill Road, Bethel, CT 06801-1166
11. Known Bondholders, Mortgagees and Other Security Holders Owning or Holding 1 Percent or More of Total Amount of Bonds, Mortgages, or Other Securities: None.
14. Issue Date for Circulation Data Below: October 2011
Actual No. Copies of Each Issue During Preceding 12 Months:
A. Total Number of Copies (Net Press Run) B. Legitimate Paid and/or Requested Distribution (by Mail & Outside the Mail)
(1) Outside County Paid/Requested Mail Subscriptions stated on PS Form 3541
(3) Sales through Dealers and Carriers, Street Vendors, Counter Sales, and Other Paid or Requested Distribution Outside USPS®
C. Total Paid and/or Requested Circulation (Sum of 15b(1) and 15b(3)) D. Non-Requested Distribution (by Mail & Outside the Mail) (1) Outside County Nonrequested Copies Stated on PS Form 3541 (4) Nonrequested Copies Distributed Outside the Mail
E. Total Nonrequested Distribution (Sum of 15d(1) and 15d(4)) F. Total Distribution (Sum of 15c and 15e) G. Copies Not Distributed H. Total (Sum of 15f and 15g) I. Percentage Paid and/or Requested Circulation (15c divided by f times 100)
26,407 17,594
1,467 19,061
6,228 826
7,054 26,115 292
26,407 73.0%
I certify that the statements made by me above are correct and complete. Woody Sumner, Publisher
INDEPENDENTRETAILER.COM for Industry News & Updates October 2011 119
No. Copies of Single Issue Published Nearest to Filing Date:
26,615 16,524
1,477 18,001
7,624 715
8,339 26,340 275
26,615 68.3%
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