MARKET WATCH
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All-Star Speakers, Awards to Highlight
3rd LEAD Marketing Conference
Executives from Supervalu, Pepsico, Bi-Lo, Google and dunnhumby
will highlight the agenda of all-star speakers at the third annual LEAD
Marketing Conference Sept. 19-21 at the Crowne Plaza Chicago O’Hare
Hotel & Conference Center.
LEAD, hosted by the Shopper Technology Institute, is the industry’s most comprehensive event focusing on all aspects of Loyalty, Engagement, Analytics and Digital Marketing applications.
A Call for Entries from manufacturers and retailers is now underway for the annual IBM LEADER awards presented at the conference. For more information, click here.
Topics on the agenda include: shopper marketing, social media, interactive promotion strategies, location-based marketing, demand-signal repositories, and loyalty marketing. More details are on the official website at www.leadmarketingconference.com.
Here are other highlights of the conference:
- Results of a national survey on social media by CPGmatters, presented by Michael Schiff, managing director of Partners in Loyalty Marketing, a Chicago-based consultancy.
- A pre-conference workshop on “In-Store Implementation: New Performance Benchmarks,” facilitated by James Tenser, executive director of the ISI Network.
- “ShopperTech CONNECT,” a series of one-to-one meetings between vendors and customers, taking place prior to the start of the conference.
LEAD is the first conference to focus on understanding and leveraging the many emerging technologies crucial to attracting and maintaining shoppers, as well as providing much-needed differentiation in today’s competitive marketplace. The event is geared to manufacturers and all channels of retailing: Supermarkets, Drug, Dollar Store, Mass and Discount, Convenience Stores, Specialty Stores and Department Stores.
The educational agenda will consist of general sessions and three tracks - one for Loyalty and Analytics, one for Engagement and Digital, and one for social media hosted by RetailWire.com. Table-top exhibits, networking receptions and meals will bring together retailers, manufacturers, and vendors.
According to the conference producers, engaging and satisfying today’s consumer has never been more challenging given today’s tough economic times. Leading-edge retailers are using advanced analytics to segment shoppers, improve store loyalty, and increase basket size. They are taking CRM to a new level with enhanced behavioral targeting.
New solutions are now available to retailers and are often deployed in partnership with CPG manufacturers. This high-tech array includes in-store messaging via digital signage, kiosks, advertising networks, interactive shopping carts, paperless coupons, mobile coupons and TV and radio broadcasting.
For more information about this third annual conference, send an email to info@leadmarketingconference or call 216-533-5337.
Grocery Circulars on Facebook
Online consumers are now using retailers’ Facebook pages as online circulars, says Kantar Media. The results, part of a quarterly Online Shopper Intelligence Study that tracks cross-channel shopping behavior, suggests that consumers are increasingly using Facebook to enhance their shopping experience and engage with brands online.
According to Kantar’s Compete, one of four consumers now visit an official Facebook page for a retailer or consumer product at least once a month. And more than half of these respondents (56%) say they use retailers’ Facebook pages to keep up to date on sales and promotions.
Facebook pages are also influencing purchasing decisions. More than 20% of consumers said that Facebook pages have been “influential” or “extremely influential” in making a purchasing decision. This suggests that posting sales, promotions and other calls to action on Facebook is a wise idea for retailers looking to drive incremental sales and boost consumer engagement on the social network, says Kantar.
Simulated Retail Settings
3DVIA Shopper from Dassault Systèmes is a new and ready-to-use business solution for retailing and brand merchandising, realistically simulating retail settings inside mmersive 3D environments.
Using 3DVIA Shopper, merchandisers and retailers can easily visualize and better assess store layouts and comparative product positioning, while analyzing consumer shopping behavior for maximum sales potential.
Dassault is a world leader in 3D and Product Lifecycle Management (PLM) solutions, With more than 130,000 customers in 80 countries. A pioneer in the 3D software market since 1981, Dassault Systèmes applications provide a 3D vision of the entire lifecycle of products from conception to maintenance to recycling.
Smartphone Research Validated
Smartphone-based survey data is statistically comparable to online survey data, says a study from Gongos Research. In a four-phase research-on-research initiative in partnership with Best Buy, conclusions from the study not only point to consistent insights, but reveal that smartphone-based surveys offer degrees of freedom beyond today’s commonly accepted mobile research practices.
Specifically, Gongos tested a variety of research objectives on the smartphone platform, including concept evaluation, segmentation confirmation and respondent engagement. In conjunction with this, critical quantitative elements were evaluated, including scale design, survey length, open-end response feasibility, image-based stimuli, incentive levels, and complex analytical techniques, for example, MaxDiff trade-off analysis.
Brands Support in-Store TV
Several CPG marketers are promoting their world-class brands on an in-store TV network launched by Bloom, a regional grocery chain and part of Delhaize America. PepsiCo, Kraft Foods, Nestle Purina and others have signed on the pilot of 3GTV Network from Automated Media Services (AMS) in nine stores in the Washington D.C. marketplace.
Mainstream media is recognizing the in-store network and will become part of the programming. For example, WDCW, Washington D.C.’s CW affiliate, has signed on to exchange airtime with the 3GTV network on an equivalent audience delivery basis. Media agencies can now purchase in-store airtime using the same metrics as in-home television.
Virtual Makeover via Smartphones
A new virtual makeover technology for iPhones, iPads, and Android phones/tablets is available from ModiFace, a provider of virtual makeover technologies.
The applications feature facial recognition (for automatically mapping the face), a store locator, as well as a patent-pending Shade Match Technology for realistically showing glitter, shimmer, and shine. The Ultimate Beauty virtual makeover app is a successor to ModiFace’s MakeUp application.
Click on the LinkedIn logo to join the new Shopper Technology Institute Discussion Group
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