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ShopperGuage, is a state-of-art shopper in-store monitoring system that can tell you what works and why. Or why not. Finally, retailers and manufacturers can measure REAL shopper behavior. So they can take action in real time, to improve their in-store performance.
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©2010 Rock-Tenn Shared Services, LLC, Norcross, GA. All rights reserved.
in-store behavior monitoring system
New Insight Tools – Understand the in-store environment – Understand shopper behavior – Optimize impact/ROI
SHOPPER MARKETING NEXT
The Insights Baseline § What works/what doesn’t § Category/brand implications
Complexity of Generating “Real” Insights – The risks of sampled data
BARRIERS TO SUCCESS
The “Blindside” Factors § Shrink § Out-of-Stocks § Faulty Assumptions & Folklore
“REAL INSIGHT” COMPLEXITY
I Don’t Know if it Worked 57%
I Can’t Seem to Get Answers 69%
48% My Concepts Didn’t Make it to Retail
SHOPPER BEHAVIOR?
SHOPPER BEHAVIOR?
REAL SHOPPER BEHAVIOR
REAL SHOPPER BEHAVIOR
REAL SHOPPER BEHAVIOR
#1 High
Traffic Location
REAL SHOPPER BEHAVIOR
REAL SHOPPER BEHAVIOR
Collect Data in Natural, Unbiased Environment
– On Large Scale – In Real Time
NEW BEST PRACTICES
Continuous Monitoring
Flexible / Instantaneous Testing of Variables
Is the Offer Working?
REAL SHOPPER INSIGHT
Are Shoppers Engaged?
Off-Shelf vs On-Shelf?
Does Location Drive ROI?
Which Message Sells Best?
HOW IT WORKS VideoCams Record Shopper Traffic
VideoCams Record Engagement HOW IT WORKS
On-Shelf Sensors Record SKU Movement HOW IT WORKS
Point of Sale
In-Store Media
Promo Calendar RFID Staff ID
Weather Service
Seamless integration with store and external systems HOW IT WORKS
Real-time data for desktop analysis & action
TRAFFIC DAYPART DWELL TIME CONVERSION STORE vs STORE TRENDS
HOW IT WORKS
Daily Traffic, Dwell & Conversion
From store-level patterns… 360º VISIBILITY
Category Engagement & Conversion
to category engagement … 360º VISIBILITY
to individual shelf SKUs … 360º VISIBILITY
… to chain-wide reporting 360º VISIBILITY
NOW ACTIVE IN 100s OF STORES 5 Major Chains § Grocery § C-Store (2) § Drug § Department
20+ Specialty Chains Pilot Lab Store
Brands need to improve Customer business
§ Brand listings at risk § Customer believes shrink is an issue
Retailer Volume is Unacceptable
GROCERY PROJECT
Methodology § Measure and understand Shrink • Propose Shrink-reduction strategies
§ Measure and understand Volume • Propose Volume-enhancement strategies
Shipping Unpacking Stocking Store Shelf
Understanding Shrink § It is a shelf issue, not a back room issue
GROCERY PROJECT
Understanding Shrink § It is a shelf issue, not a back room issue
GROCERY PROJECT
Understanding Out-of Stock – It is an even bigger issue than Shrink.
SKU Avg Inv.
OOS Events
Avg OOS Duration
28ct .82 1 14 hr 8 mins
42ct .5 1 12 hr 3 mins
Pegged 11.0 0 0 hr 0 mins Gastrointestinal Tablet Brand 24 hour-day Dec 13,2009
• Brand often not on the shelf most of the day! – 100% of OOS, there is inventory available in the back room
• $1MM+ Retailer opportunity for this one product!
GROCERY PROJECT
Understanding Out-of Stock – Can be traced to day parts – Most egregious: 3-7pm (43%)
GROCERY PROJECT
Understanding Out-of Stock
GROCERY PROJECT
Understanding Volume – It is a Dwell Time issue – Shelf sets not optimized for stoppage or engagement
Traffic Dwells Avg
Dwell Time
Item Picks
Unit Sales
$ Sales
Avg $ Sale
989 7 8 s 3 2 $49 24.62
892 10 12 s 7 6 $91 15.22
Skin Care Example Dec 20/27, 2009
GROCERY PROJECT
Shrink, Volume: Skin Care Example GROCERY PROJECT
Shrink, Volume: Skin Care Example
All-new merchandising approach – Vertical blocking – Light fixture – Messaging – Floor graphics
Theft deterrents
§ PVM - brand content, face motion-activated § Audio alert – chime on sweep events
GROCERY PROJECT
GROCERY PROJECT
Traditional Aisle Set – Little/No
Messaging
CASE STUDY: CEREAL Drive Traffic Into the Aisle
Store traffic = 46,390
Cereal Aisle Traffic = 9,756
Brand Buyers = 650
Brand Shoppers = 1,397
21% go to the cereal aisle
14 % engage with the brand
For an average of 23
seconds
47 % purchase brand
CASE STUDY: CEREAL Drive Traffic Into the Aisle
CASE STUDY: CEREAL
Solution: § Leverage GM
Umbrella Positioning:
Drive Traffic Into the Aisle
CASE STUDY: CEREAL
§ Group into an 8’ “set”
Solution: § Leverage GM
Umbrella Positioning:
Drive Traffic Into the Aisle
§ Group into an 8’ “set” § Create a “Cereal Showcase”
Solution: – Leverage GM
Umbrella Positioning:
Shopper Benefit: § “Whole Grain Goodness”
A healthy choice
CASE STUDY: CEREAL
Overhead Cam
Face Cam
Drive Traffic Into the Aisle
Methodology: – Analyze impact of
the showcase on: • Aisle Traffic • Engagement / Dwell • Conversion to Sales • SKU level
conversion • Sales by Shopper/
household
– Base vs Test Period
CASE STUDY: CEREAL Drive Traffic Into the Aisle
CASE STUDY: CEREAL “engagement”
Brand Conversion Increased 8%
Shoppers stopping
increased 180%
# of shoppers engaging with
the Brand increased 200%
Aisle traffic as % of store traffic increased 15%
Higher increase than any previous promotion
Results
STOPPAGE POWER % of aisle traffic that stop and
engage with the product
AISLE TRAFFIC # Customers that walk
through the aisle
CONVERSION % of shoppers walking by that purchase the product
DWELL TIME Amount time shoppers spent with the product
Dwell Time
Decreased 23%
SALES Sales for
the product
Brand Sales Increased 17%
Brand sales as % of Category
sales increased 20.2%
11.2% of Brand buyers had been buying other brands
CASE STUDY: CEREAL
Measure Impact of Display CASE STUDY: CANDY
Proximity to Promo*onal Waters department
Rear Entrance outbound traffic, in path to checkout
Main Entrance outbound traffic, in path to checkout
Main Entrance inbound traffic, adjacent to loyalty kiosk
Display 1
Display 2
Display 3
Display 4
CASE STUDY: CANDY Measure Impact of Display
Average customer walked by 1.8 times
Results
CONVERSION % walking by that
purchase the product
# of shoppers
increased 340%
Product Exposure Increased 498%
DWELL TIME Amount time shoppers spent with the product
30% higher at the displays
compared to the shelf
Product Conversion Increased 51%
% of total store customers that purchased increased 665%
SALES Sales for
the product
Brand Sales Increased 804%
Brand Sales as % of Total Candy Increased 2,488%
8.1% had been buying
other candy brands
CASE STUDY: CANDY
VISIBILITY # Customers that
walked by a display
SHOPPERS # Customers that
engaged with the product
SUMMARY
www. .com
Take Action in Real Time
to Improve Your In-store Performance
©2010 Rock-Tenn Shared Services, LLC, Norcross, GA. All rights reserved.
REAL IN-STORE ANSWERS
www. .com
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