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ShopperTech Update           September 10, 2015 - Volume 6, Number 11  
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In This Issue
TRADE PROMOTION: Three Requirements for Foolproof Scenario Planning
eCOMMERCE: Search: Trigger for a Shopper's Online Moment of Truth
SOCIAL MEDIA: Understand Technical Framework of Social Media to Gain Customer Insight
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Trade Promotion
Collaboration                                           
Three Requirements for Foolproof Scenario Planning  
 
By Joel Cartwright  
 
Scenario planning is a critical component of the annual planning process. With consumer goods manufacturers continually focused on margins and profitability, having a solid annual planning process to leverage historical sales benchmark data that creates a trade promotion plan for the coming year is critical.

The plan would be signed, sealed, and delivered if it were not for all the variables that affect their daily business lives which in turn throw curve balls at annual planning efforts... 
 
 
eCommerce 
                                        
Search: Trigger for a Shopper's
Online Moment of Truth 
   
By Supriya Chaudhury


Much has been written about the need to optimize the shopper's first Moment of Truth - the interaction between a shopper and a brand at a store shelf. However, today a consumer has had multiple interactions with the brand before stepping into a store. Most of these interactions are online and driven by Search. These moments of learning about a brand are what we're calling the Online Moment of Truth (O-MOT).

The O-MOT is where a brands' online presence and impact can effectively influence shopper behavior and decision making...
 
 
Social Media  
Data Stream                                         
Understand Technical Framework of Social Media
To Gain Customer Insight 
   
By Duane Lyons

 
Leveraging both internal and external data is important to understand your consumer better and create insights that impact the bottom-line. After all, most CPG and retail companies understand the benefits of having greater insight into their customers' behavior and interactions on social media. So, the real question is what's standing in their way?

To support social-media analytics initiatives, most firms will need to modify their technical environments. 
 
 
Market Watch 
                                        

 

GROCERY STORIES BLOG 

 

Grocery Stories to Entertain & Inform

 

GroceryStories.com is an off-beat blog about sightings and happenstance in the world of grocery shopping, plus entertaining grocery videos, our Grocery Trivia Quiz and more.

 

Recent stories include Which Brands Do Men and Women Trust the Most?, It's National Family Meals Month, and Sizing Up Supercenters. 


CLICK HERE to read these stories and subscribe.

 

 

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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