in-store behavior monitoring system©2010 Rock-Tenn Shared Services, LLC, Norcross, GA. All rights reserved.
SHOPPER MARKETING NEXTNew Insight Tools  –  Understand the in-store environment  –  Understand shopper behavior  –  Optimi...
BARRIERS TO SUCCESSComplexity of Generating Real Insights  –  The risks of sampled dataThe Blindside Factors§  Shrink§  ...
REAL INSIGHT COMPLEXITY          My Concepts Didn’t    48%   Make it to Retail          I Don t Know    57%   if it Worked...
SHOPPER BEHAVIOR?
SHOPPER BEHAVIOR?
REAL SHOPPER BEHAVIOR
REAL SHOPPER BEHAVIOR
REAL SHOPPER BEHAVIOR
REAL SHOPPER BEHAVIOR          #1        High        Traffic       Location
REAL SHOPPER BEHAVIOR
NEW BEST PRACTICESCollect Data in Natural,Unbiased Environment  –  On Large Scale  –  In Real TimeContinuous MonitoringFle...
REAL SHOPPER INSIGHTAre Shoppers Engaged?        Is the Offer Working?Off-Shelf vs On-Shelf?       Which Message Sells Bes...
HOW IT WORKSVideoCams Record Shopper Traffic
HOW IT WORKSVideoCams Record Engagement
HOW IT WORKSOn-Shelf Sensors Record SKU Movement
HOW IT WORKS Seamless integration with store and external systemsWeather Service                                    In-Sto...
HOW IT WORKS   Real-time data fordesktop analysis & action         TRENDS        TRAFFIC      STORE vs TIME       DWELL ST...
360º VISIBILITYFrom store-level patterns…      Daily Traffic, Dwell & Conversion
360º VISIBILITYto category engagement … Category Engagement & Conversion
360º VISIBILITYto individual shelf SKUs …
360º VISIBILITY… to chain-wide reporting
NOW ACTIVE IN 100s OF STORES5 Major Chains§  Grocery§  C-Store (2)§  Drug§  Department20+ Specialty Chains  Pilot Lab ...
GROCERY PROJECTRetailer Volume is Unacceptable§  Customer believes shrink is an issue§  Brand listings at riskBrands nee...
GROCERY PROJECTUnderstanding Shrink§  It is a shelf issue, not a back room issue   Shipping	  	        Unpacking	  	     ...
GROCERY PROJECTUnderstanding Shrink§  It is a shelf issue, not a back room issue
GROCERY PROJECTUnderstanding Out-of Stock  –  It is an even bigger issue than Shrink.   •  Brand often not on the shelf mo...
GROCERY PROJECTUnderstanding Out-of Stock  –  Can be traced to day parts  –  Most egregious: 3-7pm (43%)
GROCERY PROJECTUnderstanding Out-of Stock
GROCERY PROJECT  Understanding Volume      –  It is a Dwell Time issue      –  Shelf sets not optimized for stoppage or en...
GROCERY PROJECTShrink,   Volume: Skin Care Example
GROCERY PROJECTShrink,    Volume: Skin Care ExampleAll-new merchandising approach   –  Vertical blocking   –  Light fixtur...
GROCERY PROJECT
CASE STUDY: CEREAL               Drive Traffic Into the AisleTraditional Aisle Set   –  Little/No      Messaging
CASE STUDY: CEREAL              Drive Traffic Into the Aisle Store	  traffic	  	     =	  46,390	  	  21% go Aisle	    Cereal...
CASE STUDY: CEREAL               Drive Traffic Into the AisleSolution: §  Leverage GM     Umbrella Positioning:
CASE STUDY: CEREAL               Drive Traffic Into the AisleSolution: §  Leverage GM     Umbrella Positioning: §  Group...
CASE STUDY: CEREAL                 Drive Traffic Into the AisleSolution:                                       Overhead   ...
CASE STUDY: CEREAL               Drive Traffic Into the AisleMethodology:  –  Analyze impact of     the showcase on:     •...
CASE STUDY: CEREAL    “engagement”
CASE STUDY: CEREAL                                    Results    AISLE TRAFFIC                           Higher increase  ...
CASE STUDY: CANDYMeasure Impact of Display
CASE STUDY: CANDY                                                Measure Impact of Display             Display	  1	       ...
CASE STUDY: CANDY                            Results       VISIBILITY               Average customer                      ...
SUMMARY	               Take Action            in Real Time          to Improve Your       In-store Performancewww.        ...
www.                                                                                 .com       REAL IN-STORE ANSWERS     ...
ShopperGauge Overview
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ShopperGauge Overview

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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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ShopperGauge Overview

  1. 1. in-store behavior monitoring system©2010 Rock-Tenn Shared Services, LLC, Norcross, GA. All rights reserved.
  2. 2. SHOPPER MARKETING NEXTNew Insight Tools –  Understand the in-store environment –  Understand shopper behavior –  Optimize impact/ROIThe Insights Baseline§  What works/what doesn’t§  Category/brand implications
  3. 3. BARRIERS TO SUCCESSComplexity of Generating Real Insights –  The risks of sampled dataThe Blindside Factors§  Shrink§  Out-of-Stocks§  Faulty Assumptions & Folklore
  4. 4. REAL INSIGHT COMPLEXITY My Concepts Didn’t 48% Make it to Retail I Don t Know 57% if it Worked I Can t Seem to 69% Get Answers
  5. 5. SHOPPER BEHAVIOR?
  6. 6. SHOPPER BEHAVIOR?
  7. 7. REAL SHOPPER BEHAVIOR
  8. 8. REAL SHOPPER BEHAVIOR
  9. 9. REAL SHOPPER BEHAVIOR
  10. 10. REAL SHOPPER BEHAVIOR #1 High Traffic Location
  11. 11. REAL SHOPPER BEHAVIOR
  12. 12. NEW BEST PRACTICESCollect Data in Natural,Unbiased Environment –  On Large Scale –  In Real TimeContinuous MonitoringFlexible / InstantaneousTesting of Variables
  13. 13. REAL SHOPPER INSIGHTAre Shoppers Engaged? Is the Offer Working?Off-Shelf vs On-Shelf? Which Message Sells Best?Does Location Drive ROI?
  14. 14. HOW IT WORKSVideoCams Record Shopper Traffic
  15. 15. HOW IT WORKSVideoCams Record Engagement
  16. 16. HOW IT WORKSOn-Shelf Sensors Record SKU Movement
  17. 17. HOW IT WORKS Seamless integration with store and external systemsWeather Service In-Store Media Point of Sale RFID Staff ID Promo Calendar
  18. 18. HOW IT WORKS Real-time data fordesktop analysis & action TRENDS TRAFFIC STORE vs TIME DWELL STORE CONVERSION DAYPART
  19. 19. 360º VISIBILITYFrom store-level patterns… Daily Traffic, Dwell & Conversion
  20. 20. 360º VISIBILITYto category engagement … Category Engagement & Conversion
  21. 21. 360º VISIBILITYto individual shelf SKUs …
  22. 22. 360º VISIBILITY… to chain-wide reporting
  23. 23. NOW ACTIVE IN 100s OF STORES5 Major Chains§  Grocery§  C-Store (2)§  Drug§  Department20+ Specialty Chains Pilot Lab Store
  24. 24. GROCERY PROJECTRetailer Volume is Unacceptable§  Customer believes shrink is an issue§  Brand listings at riskBrands need to improve Customer businessMethodology§  Measure and understand Shrink •  Propose Shrink-reduction strategies§  Measure and understand Volume •  Propose Volume-enhancement strategies
  25. 25. GROCERY PROJECTUnderstanding Shrink§  It is a shelf issue, not a back room issue Shipping     Unpacking     Stocking     Store  Shelf      
  26. 26. GROCERY PROJECTUnderstanding Shrink§  It is a shelf issue, not a back room issue
  27. 27. GROCERY PROJECTUnderstanding Out-of Stock –  It is an even bigger issue than Shrink. •  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! Avg OOS Avg SKU Inv. Events 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
  28. 28. GROCERY PROJECTUnderstanding Out-of Stock –  Can be traced to day parts –  Most egregious: 3-7pm (43%)
  29. 29. GROCERY PROJECTUnderstanding Out-of Stock
  30. 30. GROCERY PROJECT Understanding Volume –  It is a Dwell Time issue –  Shelf sets not optimized for stoppage or engagement Avg Unit $ Item Avg $ Traffic Dwells Dwell Picks Sales Sales Sale Time 989 7 8s 3 2 $49 24.62 892 10 12 s 7 6 $91 15.22Skin Care ExampleDec 20/27, 2009
  31. 31. GROCERY PROJECTShrink, Volume: Skin Care Example
  32. 32. GROCERY PROJECTShrink, Volume: Skin Care ExampleAll-new merchandising approach –  Vertical blocking –  Light fixture –  Messaging –  Floor graphicsTheft deterrents §  PVM - brand content, face motion-activated §  Audio alert – chime on sweep events
  33. 33. GROCERY PROJECT
  34. 34. CASE STUDY: CEREAL Drive Traffic Into the AisleTraditional Aisle Set –  Little/No Messaging
  35. 35. CASE STUDY: CEREAL Drive Traffic Into the Aisle Store  traffic     =  46,390    21% go Aisle   Cereal   to the Traffic  =  aisle cereal 9,756   14  %  engage   Brand   For  an   average  he  23   with  t of   Shoppers   brand   =  1,397   seconds   Brand   47  %   Buyers   purchase   brand   =  650  
  36. 36. CASE STUDY: CEREAL Drive Traffic Into the AisleSolution: §  Leverage GM Umbrella Positioning:
  37. 37. CASE STUDY: CEREAL Drive Traffic Into the AisleSolution: §  Leverage GM Umbrella Positioning: §  Group into an 8 set
  38. 38. CASE STUDY: CEREAL Drive Traffic Into the AisleSolution: Overhead Cam –  Leverage GM Umbrella Positioning: Face Cam §  Group into an 8 set §  Create a Cereal ShowcaseShopper Benefit: §  Whole Grain Goodness A healthy choice
  39. 39. CASE STUDY: CEREAL Drive Traffic Into the AisleMethodology: –  Analyze impact of the showcase on: •  Aisle Traffic •  Engagement / Dwell •  Conversion to Sales •  SKU level conversion •  Sales by Shopper/ household –  Base vs Test Period
  40. 40. CASE STUDY: CEREAL “engagement”
  41. 41. CASE STUDY: CEREAL Results AISLE TRAFFIC Higher increase Aisle traffic as % of # Customers that walk than any previous promotion through the aisle store traffic increased 15%STOPPAGE POWER # of shoppers engaging with Shoppers stopping % of aisle traffic that stop and engage with the product the Brand increased 200% increased 180% DWELL TIME Dwell Time Amount time shoppers spent with the product Decreased 23% CONVERSION Brand Conversion % of shoppers walking by that purchase the product Increased 8% SALES Brand sales as %buyers had 11.2% of Brand of Category Sales for Brand Sales Increased 17% the product been buying other20.2% sales increased brands
  42. 42. CASE STUDY: CANDYMeasure Impact of Display
  43. 43. CASE STUDY: CANDY Measure Impact of Display Display  1   Display  3   Display  2   Display  4  Main  Entrance  inbound  traffic,     Proximity  to  Promo*onal   adjacent  to  loyalty  kiosk   Waters  department   Main Entrance outbound Rear Entrance outbound traffic, in path to checkout traffic, in path to checkout
  44. 44. CASE STUDY: CANDY Results VISIBILITY Average customer Product Exposure # Customers that walked by a display walked by 1.8 times Increased 498% SHOPPERS # of shoppers # Customers thatengaged with the product increased 340% DWELL TIME 30% higher at the displays Amount time shoppers spent with the product compared to the shelf CONVERSION % ofProduct Conversion that total store customers % walking by that purchase the product purchased increased 665% Increased 51% SALES 8.1% had been buying Brand Sales as % of Total Sales for Brand Sales Increased 804% the product other candy brands Candy Increased 2,488%
  45. 45. SUMMARY   Take Action in Real Time to Improve Your In-store Performancewww. .com
  46. 46. www. .com REAL IN-STORE ANSWERS ©2010 Rock-Tenn Shared Services, LLC, Norcross, GA. All rights reserved.
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