ShopperTech Update February 13, 2015 - Volume 6, Issue 3

In This Issue

CATEGORY MANAGEMENT: How Are Shoppers Reacting to Endcap Displays?

EXPERT ANALYSIS: Digital Engagement Ramping Up in Supermarkets

LOYALTY MARKETING: Do You Need a Premium Paid Membership Program?

STI MARKET WATCH

STI Social Media Groups

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CPGmatters Ezine

Category Management

How Are Shoppers Reacting to Endcap Displays?

In-store marketing is more important than ever. New research tools are providing extraordinary new insights into the effect and the value of endcap displays on the path to purchase.

In the larger sense, as the in-store shopping experience has grown in importance, so has the imperative to understand the manufacturer's ROI on the dollars being spent within the store. Most manufacturers have been able to measure certain aspects of their in store expenditure from Nielsen and IRI reports on sales lifts from features and displays. But they have lacked a more granular understanding of various merchandising options at retail.

The retailers themselves have lacked a holistic understanding of the relative effectiveness of specific merchandising techniques on the overall shopping experience and most importantly the effect on market basket size. More recently as center store sales have declined, retailers have become much more concerned about understanding how they may merchandise brands and categories to drive overall market basket value....

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Expert Analysis

Digital Engagement Ramping Up

In Supermarkets

More grocery retailers are connecting with customers' smartphones in stores to deliver personalized offers, enable viewing of the digital circular, and so forth. Here is the latest evidence:

Marsh Supermarkets has deployed a closed-loop iBeacon platform in all it stores to engage with shoppers carrying a smartphone or Apple Watch.
Tesco in the U.K. is the first supermarket retailer to launch a basic version of a shopping app for Google's Glass eyewear
Save Mart Supermarkets in increasing its options for mobile payment at checkout with the debut of Apple Pay in all of its 217 stores.

DISCUSSION QUESTIONS:

What the state of mobile marketing among grocery retailers? Will the ability to deploy a mobile strategy decide winners and losers in the marketplace? How receptive to mobile marketing are grocery shoppers?

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

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Loyalty Marketing

Do You Need a Premium Paid Membership Program?

By Lance Du Chateau

Over the past year, our specialty retailer clients have increasingly been asking whether or not they need a Prime; that is, a premium paid membership program. Most indications point to it delivering fantastic results for Amazon, even though financial and behavioral results haven't been widely shared.

Depending who you ask, Prime members spend 68 percent, or 140 percent more than non-members. But the more important stat is that U.S. Prime membership grew 50 percent last year - a compelling indicator that the value proposition is resonating, even after last year's $20 fee hike.

Amazon isn't the only brand pursuing this path either...

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Market Watch

NGA to Deliver Online Retail Intelligence Platform

Malt-O-Meal Brand Launches Integrated Marketing Campaign

Delhaize America to Deploy Sophisticated Payment Terminals at POS

GS1 Connect 2015 Keynote Speakers Announced for 15th Annual Conference

New Software Platform for Vendor Collaboration with Roundy's

Mobile Remains Number One Priority for Retailers: Survey

Southeast Grocer Adopts Food Safety Platform

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.

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