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. in-store behavior monitoring system ©2010 Rock-Tenn Shared Services, LLC, Norcross, GA. All rights reserved.
- 2. SHOPPER MARKETING NEXT New Insight Tools – Understand the in-store environment – Understand shopper behavior – Optimize impact/ROI The Insights Baseline § What works/what doesn’t § Category/brand implications
- 3. BARRIERS TO SUCCESS Complexity of Generating Real Insights – The risks of sampled data The Blindside Factors § Shrink § Out-of-Stocks § Faulty Assumptions & Folklore
- 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
- 10. REAL SHOPPER BEHAVIOR #1 High Traffic Location
- 12. NEW BEST PRACTICES Collect Data in Natural, Unbiased Environment – On Large Scale – In Real Time Continuous Monitoring Flexible / Instantaneous Testing of Variables
- 13. REAL SHOPPER INSIGHT Are Shoppers Engaged? Is the Offer Working? Off-Shelf vs On-Shelf? Which Message Sells Best? Does Location Drive ROI?
- 14. HOW IT WORKS VideoCams Record Shopper Traffic
- 15. HOW IT WORKS VideoCams Record Engagement
- 16. HOW IT WORKS On-Shelf Sensors Record SKU Movement
- 17. HOW IT WORKS Seamless integration with store and external systems Weather Service In-Store Media Point of Sale RFID Staff ID Promo Calendar
- 18. HOW IT WORKS Real-time data for desktop analysis & action TRENDS TRAFFIC STORE vs TIME DWELL STORE CONVERSION DAYPART
- 19. 360º VISIBILITY From store-level patterns… Daily Traffic, Dwell & Conversion
- 20. 360º VISIBILITY to category engagement … Category Engagement & Conversion
- 21. 360º VISIBILITY to individual shelf SKUs …
- 22. 360º VISIBILITY … to chain-wide reporting
- 24. NOW ACTIVE IN 100s OF STORES 5 Major Chains § Grocery § C-Store (2) § Drug § Department 20+ Specialty Chains Pilot Lab Store
- 25. GROCERY PROJECT Retailer Volume is Unacceptable § Customer believes shrink is an issue § Brand listings at risk Brands need to improve Customer business Methodology § Measure and understand Shrink • Propose Shrink-reduction strategies § Measure and understand Volume • Propose Volume-enhancement strategies
- 26. GROCERY PROJECT Understanding Shrink § It is a shelf issue, not a back room issue Shipping Unpacking Stocking Store Shelf
- 27. GROCERY PROJECT Understanding Shrink § It is a shelf issue, not a back room issue
- 28. GROCERY PROJECT Understanding 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
- 29. GROCERY PROJECT Understanding Out-of Stock – Can be traced to day parts – Most egregious: 3-7pm (43%)
- 30. GROCERY PROJECT Understanding Out-of Stock
- 31. 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 15.22 Skin Care Example Dec 20/27, 2009
- 32. GROCERY PROJECT Shrink, Volume: Skin Care Example
- 33. 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
- 34. GROCERY PROJECT
- 35. CASE STUDY: CEREAL Drive Traffic Into the Aisle Traditional Aisle Set – Little/No Messaging
- 36. 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
- 37. CASE STUDY: CEREAL Drive Traffic Into the Aisle Solution: § Leverage GM Umbrella Positioning:
- 38. CASE STUDY: CEREAL Drive Traffic Into the Aisle Solution: § Leverage GM Umbrella Positioning: § Group into an 8 set
- 39. CASE STUDY: CEREAL Drive Traffic Into the Aisle Solution: Overhead Cam – Leverage GM Umbrella Positioning: Face Cam § Group into an 8 set § Create a Cereal Showcase Shopper Benefit: § Whole Grain Goodness A healthy choice
- 40. CASE STUDY: CEREAL 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
- 41. CASE STUDY: CEREAL “engagement”
- 42. 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
- 43. CASE STUDY: CANDY Measure Impact of Display
- 44. 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
- 45. 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 that engaged 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%
- 46. SUMMARY Take Action in Real Time to Improve Your In-store Performance www. .com
- 47. www. .com REAL IN-STORE ANSWERS ©2010 Rock-Tenn Shared Services, LLC, Norcross, GA. All rights reserved.