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Shopper Tech Update November 15, 2012 - Volume 3, Issue 16 |
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STI Social Media Groups | |
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Promotions | |
Digital Coupons: Widespread Use,
Limited Role
While the vast majority of consumer packaged goods (CPG) marketers include digital coupons among their promotional tactics, most firms are using them in a secondary role.
That was the key result of a new national survey by the Shopper Technology Institute (STI). Partners in Loyalty Marketing (PILM), a Chicago-based consultancy, conducted the study on behalf of STI.
The study found that 84% of CPGs are now using digital coupons, but 45% reported using them in a "supporting" role because of its limited scale, and 42% said that this is a "toe in the water" effort to test the waters, said PILM's Tanya Bhothinard, senior director of client service.
"Since this is a new and upcoming tactic, I am expecting it to grow as the technology advances," she predicted. Thirteen percent of survey respondents said digital coupons play a "core role" in their product promotional activities to "amplify an integrated marketing campaign" or "secure incremental merchandising at key retailers," she noted...
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Category Management | |
Debunking Four Myths
About Virtual Shopping Research
While virtual shopping research is still developing, there are several concepts that are misunderstood.
"Manufacturers have embraced virtual shopping and retailers have accepted the results. Companies have taken it to the next level. Virtual shopping is everything from going over adjacencies to category reinventions, to - from a brand perspective - figuring out how inputs such as variations in cost of goods are affecting the size of a package, the price of a package, and how that is all going to play out on the shelf," says Rich Rizzo, vice president, consumer insights, Vision Critical.
Virtual shopping tests essentially involve consumers evaluating products on computerized shelf sets. It has evolved from central locations to online platforms and from super computers to notebooks, with increasing accuracy in real world validation. The technology has also moved from flat two-dimensional images to three-dimensional modeling. Along the way, it has become an integral category management tool.
Rizzo lists four myths about the current state of the art in virtual shopping research...
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STI News | |
Two More Companies Join Shopper Technology Institute
 
The Shopper Technology Institute welcomes two companies as sponsoring members: AMG Strategic Advisors and Retail Tactics.
AMG Strategic Advisors is the recently-formed strategy and insights consulting unit of Acosta Marketing Group (AMG), which provides world-class integrated marketing solutions for CPG companies and retailers. AMG Strategic Advisors leverages its retailer relationships and industry experience to provide best-in-class consulting, brand positioning, shopper and marketing insights, and data analysis to increase sales momentum and drive ROI. More information: www.acosta.com.
RetailTactics provides cloud computing applications designed for non-technical decision makers in retail merchandising and category management. Its SchemaDB solution puts planogram and item movement information at practitioners' fingertips. More information: www.retailtactics.com.
"We're pleased to welcome these companies as sponsoring members," said John Karolefski, executive director of STI. "Individually, each offers a different and valuable solution for the industry. Collectively, they add to the growing strength of STI as a source of information and insights for retailers and manufacturers."
The Shopper Technology Institute is the only national trade organization focused on technologies and solutions that engage and motivate shoppers, analyze their behavior, and enable trading partners to improve their operations.
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JUST PUBLISHED | |
Shopper Technology Institute Publishes Its First Book,
The Essentials of Shopper Technology
Shopper Technology consists of tactics and applications that engage and motivate shoppers, analyze their behavior, and enable trading partners to improve their operations. Retailers and consumer packaged goods (CPG) manufacturers are embracing these new solutions as technology becomes a true agent of change. The providers of these solutions have invested mightily in the future of this industry. Their sophisticated offerings are built on a foundation of thought leadership.
This book is all about sharing that information and insight. There are chapters that outline challenges facing merchants and marketers. Some chapters present the essentials of Shopper Technology, while others offer a deeper dive into these solutions and their implications. Because of Big Data, digital innovations, and an evolving path to purchase, the job of merchants and marketers often seems daunting. So consider this book as a way to cut through the clutter as technology roars on, competition heats up, and shoppers become more demanding. Coming to grips with technological change may be challenging, but it is the key to success.
Click here to read sample chapters and reviews, and view ordering information for the hardcover, paperback, and Kindle editions.
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