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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
Primary Address
2801 East Market Street
York, PA 17402

Bon-Ton Stores, Inc. Contacts

Contacts (5/16)
Name Title State
Jim L. Chief Information Officer, Senior Vice President PA
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (717) 757-7660
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 2801 East Market Street
York, PA

Luis F. Executive Vice President & Chief Marketing Officer WI
Bill T. Chief Executive Officer WI
Cathleen J. Vice President, Marketing Media & Administration WI
Christine H. Vice President, Public Relations & Special Events WI

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Bergners ******
Boston Store *******
Herbergers *******
Younkers *******
Bon-Ton Stores, Inc. *******

Agency Relationships

Brand Agency Service From To
******** ***** ******* 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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H2 Midwest, Northeast Media Opps: Bon-Ton investing across all channels, focusing on digital

Subject: local marketing, promotions, direct mail, e-commerce, adtech, mobile, digital, social media, TV

Company: Winmo; 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. 

Opportunity: During the Q1 earnings call, Bon-Ton CEO Kathy Bufano said investments would continue across all marketing channels, such as direct mail, grassroots, in-store events and digital. “In fact,” she stated, ” digital marketing has been a big part of our omnichannel growth and we will continue increasing our investment in this area.” She also stated that Bon-Ton’s direct mailings will continue to focus on the company’s private label credit card customer and that there will be no “significant” cuts on direct and other traditional media that its customers have elicited positive customer response. 

Bufano also noted that while Bon-Ton does not expect the headwinds in the retail environment to ease, she is confident that the initiatives the company has in place will drive incremental sales in H2. Therefore, sellers, you should reach out to secure traditional and digital dollars that are still available in the back half of the year. Keep in mind, as well, that the company’s buy online, pickup in store functionality is slated for a Q3 implementation. Localization strategy also remains a key component of Bon-Tons’ initiatives this year, and the company is “placing greater emphasis” on tailoring stores in each market “with compelling and relevant product assortments and marketing messages.”

Publicis’s Laughlin Constable is Bon-Ton's creative and social agency of record, according to The List.

Additional Information

2015/2016 Marketing Strategy: Last year, Bufano stated that Bon-Ton would be”devoting resources and talent to develop an overarching brand positioning strategy.” The branding strategy will highlight its merchandise assortment, according to Bufano, ultimately reinforcing the hometown connection. “In keeping with our customer's desire for fashion, we'll augment our promotion-oriented advertising with fashion pieces designed to communicate the availability of great brands and great looks, ” said Bufano in the Q4 earnings call. She also noted that brand equity TV ads would roll out in smaller markets. 

Bon-Ton will also create a “more compelling” gift selection and execute an expanded marketing campaign around it. 

Media Spend: According to Kantar Media, Bon-Ton spent $23.1 million on measured media in 2015 – up 3.8% from 2014. Most of the spend was allocated to spot TV ($12.6 million) and print ($8.3 million).

Digital Breakdown: All data is according to Moat. Note that, according to Moat, Bon-Ton has not run any display ads this year.

Boston Store: For 2016, BS has run 37 display ads and 58 high impact ads on four publishers (<1% mobile). The four publishers are:,, and (82% placed site direct versus programmatically). For the same period 2015, 27 display and 101 high impact ads were run on six publishers. 

Carson’s: For 2016, Carson’s has run 20 display and 12 high impact ads on 10 publishers (<1% mobile). Top ad destinations include:, and (95% placed site direct). For the same period 2015, 57 display and 73 high impact ads were run on 19 publishers (11% mobile; 95% site direct).

Elder-Beerman: For 2016, EB has run six display and four high impact ads on only three publishers (100% mobile). The three publishers were, and (<1% site direct). For the same period 2015, EB ran only three display and five high impact ads on 10 publishers (<1% mobile; <1% site direct). 

Herberger’s: For 2016, Herberger’s has run 13 display, 11 high impact and four video ads on four publishers (<1% mobile). Publishers were,, and (96% placed site direct). For the same period 2015, Herberger’s ran 32 display ads on 1,541 publishers (33% mobile; 24% site direct).

Younkers: For 2016, Younkers has run only one display ad on For the same period 2015, six display ads and one high impact ad were run on 24 publishers (69% site direct).

2801 East Market Street
York, PA 17402
(717) 757-7660

Luis Fernandez
Executive Vice President, Chief Marketing Officer & Head, E-Commerce
Direct Dial: (414) 347-1152

Nicole Weber 
Account Supervisor - Laughlin Constable
(414) 272-2400