shoppergauge overview

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©2010 Rock-Tenn Shared Services, LLC, Norcross, GA. All rights reserved. in-store behavior monitoring system

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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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Page 1: ShopperGauge Overview

©2010 Rock-Tenn Shared Services, LLC, Norcross, GA. All rights reserved.

in-store behavior monitoring system

Page 2: ShopperGauge Overview

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

Page 3: ShopperGauge Overview

Complexity of Generating “Real” Insights – The risks of sampled data

BARRIERS TO SUCCESS

The “Blindside” Factors §  Shrink §  Out-of-Stocks §  Faulty Assumptions & Folklore

Page 4: ShopperGauge Overview

“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

Page 5: ShopperGauge Overview

SHOPPER BEHAVIOR?

Page 6: ShopperGauge Overview

SHOPPER BEHAVIOR?

Page 7: ShopperGauge Overview

REAL SHOPPER BEHAVIOR

Page 8: ShopperGauge Overview

REAL SHOPPER BEHAVIOR

Page 9: ShopperGauge Overview

REAL SHOPPER BEHAVIOR

Page 10: ShopperGauge Overview

#1 High

Traffic Location

REAL SHOPPER BEHAVIOR

Page 11: ShopperGauge Overview

REAL SHOPPER BEHAVIOR

Page 12: ShopperGauge Overview

Collect Data in Natural, Unbiased Environment

– On Large Scale –  In Real Time

NEW BEST PRACTICES

Continuous Monitoring

Flexible / Instantaneous Testing of Variables

Page 13: ShopperGauge Overview

Is the Offer Working?

REAL SHOPPER INSIGHT

Are Shoppers Engaged?

Off-Shelf vs On-Shelf?

Does Location Drive ROI?

Which Message Sells Best?

Page 14: ShopperGauge Overview

HOW IT WORKS VideoCams Record Shopper Traffic

Page 15: ShopperGauge Overview

VideoCams Record Engagement HOW IT WORKS

Page 16: ShopperGauge Overview

On-Shelf Sensors Record SKU Movement HOW IT WORKS

Page 17: ShopperGauge Overview

Point of Sale

In-Store Media

Promo Calendar RFID Staff ID

Weather Service

Seamless integration with store and external systems HOW IT WORKS

Page 18: ShopperGauge Overview

Real-time data for desktop analysis & action

TRAFFIC DAYPART DWELL TIME CONVERSION STORE vs STORE TRENDS

HOW IT WORKS

Page 19: ShopperGauge Overview

Daily Traffic, Dwell & Conversion

From store-level patterns… 360º VISIBILITY

Page 20: ShopperGauge Overview

Category Engagement & Conversion

to category engagement … 360º VISIBILITY

Page 21: ShopperGauge Overview

to individual shelf SKUs … 360º VISIBILITY

Page 22: ShopperGauge Overview

… to chain-wide reporting 360º VISIBILITY

Page 23: ShopperGauge Overview
Page 24: ShopperGauge Overview

NOW ACTIVE IN 100s OF STORES 5 Major Chains §  Grocery §  C-Store (2) §  Drug §  Department

20+ Specialty Chains Pilot Lab Store

Page 25: ShopperGauge Overview

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

Page 26: ShopperGauge Overview

Shipping     Unpacking     Stocking     Store  Shelf      

Understanding Shrink §  It is a shelf issue, not a back room issue

GROCERY PROJECT

Page 27: ShopperGauge Overview

Understanding Shrink §  It is a shelf issue, not a back room issue

GROCERY PROJECT

Page 28: ShopperGauge Overview

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

Page 29: ShopperGauge Overview

Understanding Out-of Stock – Can be traced to day parts – Most egregious: 3-7pm (43%)

GROCERY PROJECT

Page 30: ShopperGauge Overview

Understanding Out-of Stock

GROCERY PROJECT

Page 31: ShopperGauge Overview

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

Page 32: ShopperGauge Overview

Shrink, Volume: Skin Care Example GROCERY PROJECT

Page 33: ShopperGauge Overview

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

Page 34: ShopperGauge Overview

GROCERY PROJECT

Page 35: ShopperGauge Overview

Traditional Aisle Set – Little/No

Messaging

CASE STUDY: CEREAL Drive Traffic Into the Aisle

Page 36: ShopperGauge Overview

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

Page 37: ShopperGauge Overview

CASE STUDY: CEREAL

Solution: §  Leverage GM

Umbrella Positioning:

Drive Traffic Into the Aisle

Page 38: ShopperGauge Overview

CASE STUDY: CEREAL

§  Group into an 8’ “set”

Solution: §  Leverage GM

Umbrella Positioning:

Drive Traffic Into the Aisle

Page 39: ShopperGauge Overview

§  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

Page 40: ShopperGauge Overview

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

Page 41: ShopperGauge Overview

CASE STUDY: CEREAL “engagement”

Page 42: ShopperGauge Overview

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

Page 43: ShopperGauge Overview

Measure Impact of Display CASE STUDY: CANDY

Page 44: ShopperGauge Overview

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

Page 45: ShopperGauge Overview

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

Page 46: ShopperGauge Overview

SUMMARY  

www. .com

Take Action in Real Time

to Improve Your In-store Performance

Page 47: ShopperGauge Overview

©2010 Rock-Tenn Shared Services, LLC, Norcross, GA. All rights reserved.

REAL IN-STORE ANSWERS

www. .com