ShopperTech Update May 28, 2015 - Volume 6, Issue 7

In This Issue

RESEARCH: Use of Big Data in Marketing Still a Work in Progress

EXPERT ANALYSIS: Are Self-Checkout Terminals Worth the Investment?

STI WEBINAR: Optimizing the Online Opportunity for CPG Brands

ANALYTICS: How to Optimize Trade Spend to Spur Growth

STI MARKET WATCH

STI Social Media Groups

Quick Links

Shopper Technology Institute website

LEAD Marketing Virtual Conference

CPGmatters Ezine

Research

Use of Big Data in Marketing Still a Work in Progress

By James Tenser

Consumer products marketers are saturated in Big Data. It pours out in ever-increasing torrents from retail selling systems, marketing analytics, social media, search engines and mobile devices.

As an industry we're well aware that Big Data is important, and pretty sure we know why, but we're still figuring out how to make the most of it for the benefit of our consumers and our brands. Brand marketers want to leverage Big Data to improve performance at retail, connect with consumers more directly and effectively, and enhance the ability to differentiate ourselves from our competition. The effort is now underway in earnest.

A national survey of CPG marketers about their use of Big Data revealed the following...

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Expert Analysis

Are Self-Checkout Terminals

Worth the Investment?

About 15 years ago, grocers started installing self-checkout terminals. Today, all new chain-owned stores in the U.S. and other developed countries will include self-checkout terminals, say vendors of the hardware. They are reporting strong double-digit growth internationally for the last few years in the self-checkout market because customers dislike waiting in line at traditional checkouts. Over the years, however, grocery chains such as Big Y Foods, Jewel-Osco, Costco and others have removed self-check units from stores because of customer complaints.

DISCUSSION QUESTIONS:

Are self-checkout units worth the purchase in terms of favorable ROI? What generally has been the feedback of shoppers?

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

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STI Webinar

Optimizing the Online Opportunity for

CPG Brands

** Special Recording from the May 13 Virtual

LEAD Marketing Conference **

With no physical shelves for products in online stores, traditional merchandising tactics around shelf placement, end-caps, etc. are not applicable in the eCommerce channel. So what can CPG manufacturers do to boost their brands in online stores, and what metrics should they use to set goals and measure success?

In this session for CPG brand marketers, account management and eCommerce leaders, you will learn:

The importance of fully understanding what the consumer sees in the online store
What metrics brands should be tracking to set goals and targets for online store presence and performance
How to optimize your online channel presence to protect your brands and enable profitable eCommerce growth.

Click on the screen below to play the video:

And to view all the presentations from the Spring 2015 virtual LEAD Marketing Conference, click here.

Trade Promotion

How to Optimize Trade Spend to Spur Growth

A lack of spending insights, coupled with widespread inefficiencies in trade promotion processes, can often cause a company's sales organization to spend much more time on trade promotion management than it should. As a result, millions of dollars are drained each year from the bottom line.

The solution is deploying a system designed specifically to help companies gain better visibility into their trade spending and to use that visibility to drive greater efficiencies throughout the TPM value chain. That was the path taken by AdvancePierre Foods...

read entire story

Market Watch

Product Content Offering Powers Category Management Platforms

AFS Technologies Cited in Gartner's Magic Quadrant for BI

Affiliate Network for Card-Linked Offers Gains Traction

Grocer Cuts Out-Of-Stocks in Frozen Pizza, Ice Cream

Former Oculus VR Exec Joins VideoMining Advisory Board

Nearly All Retailers to Use Gamification: Survey

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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