ShopperTech Update September 25, 2014 - Volume 5, Issue 13

In This Issue

LOYALTY MARKETING: The New 'Price' of Consumer Data

SURVEY: Mobile Marketing

EXPERT ANALYSIS: Power Shift Continues in Retailers' Favor: Study

LEAD Marketing Conference: Call for Speakers

ANALYTICS: Why Retailers Need Big Data to Remain Competitive

STI MARKET WATCH

STI Social Media Groups

Quick Links

Shopper Technology Institute website

LEAD Marketing Conference

CPGmatters Ezine

Loyalty Marketing

The New 'Price'

Of Consumer Data

By Jeffrey Berry

Big Data may be flowing into your analytics team at a record rate, but is its value flowing back out toward customers in a meaningful way? Consumers have become used to sharing their information with businesses, either expressly or not, in exchange for goods, services, or even freebies. But consumers increasingly say that they aren't receiving fair value in return.

The possibilities for personalization and engagement have skyrocketed - and consumer expectations are rising in tandem. "Consumer expectations are higher than they've ever been," says Lori Bieda, Executive Lead, Customer Intelligence for SAS Americas. "When consumers give a company personal information, they want personalized offers in return, they want relevance and they want to be engaged...

read entire story

SURVEY on Mobile Marketing

STI, in conjunction with CPGmatters, is now fielding a study on how CPG manufacturers are -- or are not -- using Mobile Marketing in their business. The study takes only ten minutes to complete, and its results will serve as the basis for a featured presentation at the November 12 virtual LEAD Marketing Conference.

As a "Thank You," all survey participans will receive a complimentary copy of the Shopper Technology Institute's latest e-book, "New Directions in Shopper Technology," and will be eligible to register for the virtual LEAD Marketing Conference on a complimentary basis. This offer will expire at the end of the month.

Take Our Mobile Marketing Survey Now

Expert Analysis

Power Shift Continues in Retailers' Favor: Study

The balance of power between retailers and manufacturers continues to shift in the retailers' favor, says the 2014 Category Leadership Study by Kantar Retail. It found that retailers are no longer looking for manufacturers to bring them fully-vetted products and solutions. Instead, they want ideas grounded in shopper insights, and the readiness to co-create programs and innovations customized to meet the unique needs of their shoppers.

Discussion Questions:

Why do you agree or disagree with the study's key findings? Are most CPG manufacturers delivering enough shopper insights and customized programs to satisfy retailers? Will the ability to deliver insights and programs decide winners and losers in the marketplace?

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

read entire story

LEAD Marketng Conference

FINAL Call for Speakers at the Fall

Virtual LEAD Marketing Conference

The 6th LEAD Marketing Conference, scheduled for Wednesday, Nov. 12, is still accepting speaker/sponsors.

This "virtual" conference for retailers and CPG manufacturers covers all aspects of Loyalty, Engagement, Analytics & Digital applications.

LEAD is the chance for top solution providers to speak with hundreds of manufacturers and retailers in supermarket, drug, mass, discount, convenience, and club channels. Speakers can present the ways in which their sophisticated marketing strategies and new and emerging technologies can engage shoppers, analyze their behavior, and enable trading partners to improve their operations.

Produced by the Shopper Technology Institute and CPGmatters, LEAD allows 500 industry professionals to attend without spending time away from the office. Reservations for speaking slots -- which sold out at our May conference -- will close on September 30.

For more information, call 216-534-9933, write to Linda@LEADMarketingConference.com or visit www.LEADMarketingConference.com/speakers-2014.html

Analytics

Why Retailers Need Big Data to Remain Competitive

By Jason Becker

The Platt Retail Institute says, "It has been advanced that retailers, as an industry, underinvest in technology." While small and mid-sized retailers may not have the budget to keep up with big-box retailers, their ideas and ambitions can be just as big. Retail technology that collects mass amounts of data enables these retailers to be competitive. This data - ranging from last year's sales numbers to current inventory turn rates to the number of times a customer visits the store in a three-month period - empowers retailers to make educated decisions that are based on their own stores' performance. Gut instinct is no longer enough to drive business decisions.

Simply put, those who haven't adopted technology that allows them to measure key performance indicators and organize data in a way that promotes methodical decision-making will fall behind the competition. Customers are already intent on shopping around for the best deal, using data to make purchasing decisions. Retailers must do the same.

So, how do they do it? Here are five steps...

read entire story

Market Watch

Whole Foods to Test Loyalty Rewards Program

Food Brands Offer Online Recipes, But Few Videos

Moms Increasingly Use Smartphones: Study

Insights for Succeeding with Hispanic Consumers

STI PUBLICATION

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.

Shopper Technology Institute Sponsoring Members

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