ShopperGauge Overview
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Transcript of ShopperGauge Overview
©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