While overall marketing budgets are flattening, retailers and consumer products suppliers are ramping up their investments on “shopper marketing.” In-Store Insights will look at the new solutions available and innovative approaches being used to reach consumers while they are at the point of decision.
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Thursday, 11 March 2010 14:23 |
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By Laura Davis-Taylor, VP of Global Retail Strategy, Creative Realities, LLC
 As more retailers embrace the concept of marketing at retail, an interesting phenomenon I’ve recently witnessed is that of old school media planners struggling to include the store as a media. Invariably, the one place they get truly hung up is defining “reach” within the store.
Lets start with some media definitions. Wikipedia defines the word reach when associated with advertising as “a measure of the size of an audience”. GRP (short for Gross Rating Point) is how the industry measures reach by a specific media vehicle or schedule. And, the CPM is how they represent the cost to reach 1,000 people within that specific media vehicle.
Almost all traditional media is defined and measured this way, so it’s no surprise that people new to playing within stores inquire about a retailer’s in-store GRP and CPM. There are, however, some big issues with this approach.
Many factors have wreaked havoc on the traditional marketing world, causing brands to look at new outlets, new vehicles and new methods for connecting with busy, distracted people on the go. Lucky for us, the store was reevaluated as a consumer connection point and folks like P&G helped the industry see that it’s actually the richest place to create a relevant dialogue with that consumer. Given that a message received in-store is an active one, meaning that shoppers can respond with a buy immediately, it’s actually shocking that this was such big news. Regardless, it has legitimized the store as a healthy piece of the yearly marketing plan.
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Written by Debbie Hauss
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Thursday, 28 January 2010 10:36 |
The digital signage market reached $3.9 billion in total revenue in 2009 and is expected to continue to grow at a rate of 20% annually, according to IMS Research. Retail is a primary component of the digital signage market, and companies such as Microsoft and Intel are striving to become a leader in this expanding arena.
To capitalize on this growing marketplace, Microsoft Corp. announced a strategic alliance with Intel Corp. to deliver a platform optimized for the digital signage industry. As a validated platform, the Windows 7-based Windows Embedded Standard 2011 operating system powered by 2010 Intel Core microarchitecture.
The new product is a 7-foot-6-inch multi-user, multi-touch Intel Intelligent Digital Signage Concept that features a virtual brick-and-mortar store setting where customers can use the multi-touch holographic screen to explore merchandise, find out about promotions, submit feedback on products, read customer reviews, view past purchasing histories and share what they have discovered with their friends via social media and mobile phone integration.
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Written by Andrew Gaffney
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Thursday, 21 January 2010 12:50 |
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 During the checkout process today, consumers often leave the store with a paper receipt longer than their arm. Not only does this process fly in the face of the green movement, it is also inconvenient for consumers to store and manage reams of paper from different merchants.
Apple and a few other retailers have started to shorten the paper trail by encouraging consumers to have a PDF of their receipt emailed to them. However, the entrance of software giant Intuit into the digital receipt space could usher in a more dramatic shift to paperless checkouts. During this past holiday season, Intuit launched a pilot program in the Scottsdale, AZ market to test the waters for the launch of QuickReceipts.
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Friday, 08 January 2010 13:40 |
Tech Global Partners, Inc. and Accuvia Consulting, Inc. announced today an agreement to merge their businesses to create a world class consulting firm focused on the retail, foodservice and hospitality industries. The combined company will operate under the name Tech Global Partners, Inc. and will be headquartered in East Greenwich, Rhode Island. Accuvia Consulting will operate as a division of Tech Global Partners focused on the foodservice and hospitality industries. Terms of the transaction were not disclosed.
Accuvia Consulting was founded by Robert (“Rob”) Grimes in 1994. Accuvia Consulting assists foodservice and hospitality operators and suppliers select systems, set IT strategies, represent owners in IT efforts, identify trends, and resolve complex technical integration and technology compliance strategies. Accuvia Consulting has worked with over 70% of the Fortune 500 foodservice and hospitality companies, almost 25% of the top quick service restaurant organizations as well as the two largest global franchise organizations headquartered in North America.
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Thursday, 07 January 2010 11:41 |
By Bob Clements, Principal, Retail Practice Lead, Axsium Group
 A busy soccer mom walks briskly from her van into the local grocery store on a five-minute mission to buy ham, bologna and bread for lunches the next day.
With two loaves of bread in her arms, she bears down on the deli counter, only to find it is not staffed. Turns out the deli clerk was in the cooler pulling product as the deli manager was doing inventory in the stock room. The soccer mom waits, taps her hand on the counter, then turns and leaves the store.
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