MARKET WATCH
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VideoMining Launches Center Store MegaStudy
To Develop Metrics for ‘Share of Shopper’
To develop metrics for what it calls “Share of Shopper,” VideoMining
Corporation has launched a year-long shopper behavior project called the
Center Store MegaStudy.
The project aims to capture 10 million shopping trips. Ultimately, the study will include four or five leading grocery retailers and eight to ten banners, across 15 geographically dispersed U.S. markets.
VideoMining’s technology collects the data via a network of cameras throughout the store, producing a feet-on-the floor tracking of each shopper. The network also captures every “Do I buy or don’t I buy?” moment, measures them in seconds, and then relates them to sales and conversion.
“Once we collect all that data on shoppers on an ongoing basis, we move from a project study to a new type of ongoing syndicated model for the industry,” said Tom Sullivan, president of the firm based in State College, Pa.
The MegaStudy will also capture another key element in understanding shopper behavior. Post-shopping interviews will query shopper to gain attitudinal insights. This will add the “Why” component to add to the “what, where, how” provided by the camera technology. Partnering with VideoMining on this aspect of the study is Synovate.
“The key to Center Store Optimization is the ability to quantify a large sample of shopper behavior observations,” Sullivan said. “We can track the Path-to-Purchase and the Moment-of-Truth and provide new shopper marketing metrics which will assist retailers and brands in their efforts to achieve Center Store Optimization. One of these key metrics is Share of Shopper.”
TradeInsight Launches Mobile Apps for TPM
MEI, provider of trade promotion management (TPM) software, has launched the industry’s first mobile trade promotion management application. The TI Mobile is part of TradeInsight, an affordable, next generation, Software-as-a-Service (SaaS) trade management and sales solution.
Designed for the iPhone and iPad, TI Mobile gives clients 24/7 mobile access to view, search, set reminders, create tasks and leverage critical, up-to-the-minute information on their trade promotions while traveling or just away from their desks.
“We're excited to be the first TPM solution provider to give our clients on-the-go access to critical promotion data,” said Lorne Schwartz, CEO of MEI. “When traveling, in customer meetings or attending trade shows, TI Mobile will be an invaluable tool to view real-time information about promotions in one, easy-to-access place.”
Customer-Segment-Based Modeling from KSS Retail
KSS Retail, a dunnhumby company, and global provider of price modeling, optimization, and customer insight solutions for the retail industry, has launched the latest version of its PriceStrat solution, which now features customer segment-based modeling and optimization.
“Retailers have historically priced items within traditional store/zone constructs based on physical location, demographics, competitive landscape, etc.,” said Yael Cosset, CEO of KSS Retail. “With the upgraded version of PriceStrat, in addition to simulating the effects of regular and promotional pricing scenarios in real time, retailers can now generate optimized prices, and model category performance, by customer segment.”
“Our customer first strategy is dependent on a deep understanding of our shoppers, knowing why they buy what they buy, and how to serve them better,” said Chris Hjelm, Senior Vice President and CIO of The Kroger Co., a KSS Retail client. “We will now have the ability to model prices and promotions across customer segments, to make sure that we deliver a superior shopping experience.”
Dollar General Selects DemandTec
Dollar General Corporation, one of the nation’s largest small-box discount retailers, has opted for price optimization software services from DemandTec, the collaborative optimization network for retailers and consumer products companies. The operator of 9,500 stores in 35 states will use DemandTec’s Markdown Optimization, Everyday Price Optimization, and Everyday Price Management software services.
“Using DemandTec, Dollar General will leverage the most advanced science and most comprehensive solution in the industry to optimize pricing decisions across all their stores,” said Dan Fishback, President and Chief Executive Officer of DemandTec. “We have built our business on the basis of long-term partnerships with our customers and we look forward to bringing that level of service to Dollar General and supporting their strategic merchandising objectives.”
Big Y Foods Provides Groupon Offers
Big Y is the first grocery retailer to offer Groupon deals digitally loaded to shoppers’ loyalty cards.
The promotion combines Groupon’s powerful social buying platform with Incentive Targeting’s retail shopper marketing technology, Big Y’s retail loyalty program, and HaloEffect’s agency creative and grocery marketing expertise.
Big Y’s first Groupon offer, distributed among Springfield, Mass. subscribers in early June, was for a newly introduced Shellfish Grill Pack, which retails at $39.99 and is being offered at a 40% discount
for $24.
A second Groupon offer a few weeks later was $20 of Angus Porterhouse Steaks for $10.
Grocery Circulars Gathered Online
To help consumers cut costs and save money, ALL YOU.com, the one-stop savings destination from the team that publishes Time Inc.’s ALL YOU magazine, launches Grocery Circular Roundup at www.allyou.com/grocerycircular
The free, interactive tool allows consumers to browse grocery circulars in real time by typing in their zip code or selecting their favorite local store to see what’s on sale in their neighborhood. Consumers can also enter their shopping list to match desired items with local sales. The tool is powered by Grocery Server, the leading grocery search and shopping engine. Over 275 grocery chains in the U.S. are included in the tool, representing over 49,000 grocery stores and pharmacies that sell grocery products.
StarKist is the launch sponsor for Grocery Circular Roundup. Sponsorship is available on a monthly basis. Integrated ads can be targeted based on grocery categories, retailers and zip codes relevant to the sponsor’s brands. The sponsor’s product will also appear on consumers’ printed shopping lists and can be integrated into a sponsor-created themed shopping list.
Nielsen Aligns with MyWebGrocer
Nielsen, global provider of information and analytics around what consumers watch and buy, has entered into a strategic alliance with MyWebGrocer, provider of digital grocery tools and a grocery media network, to measure U.S. online supermarket sales.
The agreement enables Nielsen to provide consumer packaged goods (CPG) companies with the industry’s first comprehensive view into consumers’ online supermarket purchases and cements Nielsen’s footprint in digital shopping analytics.
Although online purchases represent only two percent of total U.S. CPG sales, it is expected to grow from $12 billion to $25 billion by 20141.
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