ShopperTech Update April 30, 2014 - Volume 5, Issue 6

In This Issue

ANALYTICS: Generating Growth Opportunities through Effective Use of Big Data

STI Event: All Star Speakers to Headline Virtual LEAD Conference

EXPERT ANALYSIS: Online Shopping Is 'Boring': Study

LOYALTY MARKETING: Social Media and CPG Loyalty: Building Brand Communities

STI MARKET WATCH

STI Social Media Groups

Quick Links

Shopper Technology Institute website

LEAD Marketing Conference

CPGmatters Ezine

Analytics

Generating Growth Opportunities through Effective Use of Big Data

By Ash Patel

Big Data is here to stay. However, the term is often misunderstood like so many other business trends. Understanding exactly what Big Data is and how to use it opens up exciting opportunities to achieve significant improvements in revenue and inventory management.

Here's an example: A frozen food manufacturer was able to identify specific types of products that shoppers at the retail stores frequent most. The most attractive shoppers were targeted using shopper segmentation data. Linking their demographic profiles, media consumption habits and retailer preferences, the manufacturer was able to develop high-impact advertising that appealed to shoppers' lifestyle choices, delivered the message through their preferred media channels, and promoted at specific retail stores where they shopped. This resulted in faster growth and more effective use of marketing funds.

Successful applications of Big Data have several things in common...

read entire story

STI Event

All-Star Speakers to Headline

Virtual LEAD Conference

Digital marketing, advanced shelf sets, couponing and sophisticated promotions with optimal ROI are topics that will be presented at the LEAD Marketing Conference -

with its focus on Loyalty, Engagement, Analytics and Digital.

After four years, LEAD is recreating itself as a live virtual event on May 14. Here is a sampling of speakers and presentations:

Jeff Berry of LoyaltyOne: "Driving Engagement within Your Loyalty Program"
Don Scheibenreif of Gartner: "Me Marketing: Get Ready for the Promise of Real-Time Context-Aware Offers in Consumer Goods"
Family Dollar and Tom O'Reilly of Aptaris: "The New Promotion Equation: Retailers and Vendors Working Together for Optimal ROI."
Alison Chaltas and Joe Beier of GfK: "The Future of Shopping"
Larry Burns of Start Sampling: "Digital, Disruption, Data and Consumer Desire: Their Impacts on Best Practices in Product Sampling"
Pfani Nagarjuna of Neuvora: "Design & Executing Smarter FSI Campaigns the Big Data Way"
Eric Seiberling of Dassault Systemes and Ferrero on "Through the Eyes of the Shopper: Using Technology to Improve Shopper Insights, Store Design and Retailer Collaboration"
Randy Malluk of RevTrax and Kimberly-Clark: "The Most Overlooked Marketing and Consumer Data Is in the Coupon"
Jeff Friedlaendar of VideoMining with insights on "Today's Dollar Store Shopper."

The live online conference will enable the expected audience of 500 CPG and retail executives to take part without spending time away from the office or incurring travel expenses. They can attend the conference from the comfort of their office or home via steaming audio/visual.

The event is designed to engage attendees via real-time interactive instant polls, PowerPoint presentations, videos, and presenter Q&A. After the conference, attendees will receive links to all session recordings and supplemental materials for on-demand viewing.

"The agenda will present critical issues and maintain the high standards of excellence set with our in-person conferences in past years. Attendees will not be disappointed," said John Karolefski, executive director of STI and editor-in-chief of CPGmatters.com.

To register for the virtual conference, click here.

For more information: www.LEADMarketingConference.com.

Expert Analysis

Online Shopping Is 'Boring': Survey

Seven of ten consumers think that online shopping is "boring," says a new study. Respondents to a survey by Compare Metrics and the e-tailing group found that consumers want to go online to browse, shop for fun, and efficiently find and buy specific products. But they say their current experiences feel uninspiring and somewhat "old school." Half of the survey participants felt that most current websites have become overwhelming; two of three shoppers seek simplicity and a streamlined experience.

KEY QUESTIONS:

Are you surprised by the results of the study? How should e-commerce websites be improved to provide an enjoyable online experience for shoppers? Do brick-and-mortar retailers have an advantage over pure plays or vice versa? Are they using that advantage sufficiently?

Here's what the experts have to say...

read entire story

Loyalty Marketing

Social Media and CPG Loyalty:

Building Brand Communities

By Robin Newhook

For decades, marketers have been tasked with finding true pathways to customer loyalty. The interactive, personal nature of social media makes it a perfect way to promote customer loyalty. But how have some consumer packaged goods (CPG) manufacturers, retailers and service providers used social media effectively? How is ROI effectiveness measured? What is the best way to embrace social media as a creative and exciting approach to connecting with consumers? ...

read entire story

Market Watch

Shoppers to Stay Loyal to Value/Dollar Channel: Study

JICC Calls for Industry Comment on Retirement of Coupon Barcodes

GS1 Connect Conference to Address Improving Supply Chain

IRI and GuestMetrics Form Exclusive Alliance

World Alliance Launches Gold Certification Program

JUST PUBLISHED

Shopper Technology Institute's Second Book,

New Directions in Shopper Technology

New Directions in Shopper Technology, the second book from the Shopper Technology Institute. Building upon the foundations of last year's Essentials of Shopper Technology, the book is divided into five sections: Shoppers, Loyalty, Engagement, Analytics and Digital and contains 19 essays on how mobile marketing, social media, sophisticated analytics, Big Data and the like are continuing to evolve.

Those changes-and others-are presented in this book. As well as reading about their area of expertise, progressive executives will gain a fuller understanding of the entire industry.

Click here to read sample chapters and view ordering information for the paperback and Kindle editions.

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