Shopper Marketing info graphic: "Perspective is worth IQ 80 points"

Posted by Ed Anderson

Oct 5, 2015 10:30:00 AM

Xerox Parc's Alan Kay's famous quip about context is appropriate when considering major new initiatives like making POS Displays in retail stores smart. The following infographic, prepared by Jill Anderssen, VP of Marketing of Menasha Packaging, provides great perspective about why now is a great time to invest in smart POS displays. 

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Shopper measurement and engagement, a new frontier (Part 1)

Posted by Bill Martin

Aug 26, 2015 11:48:00 AM


By Bill Martin


This is the first of several blogs dealing with how Consumer Packaged Goods (CPG) manufacturers can capture and use data with smart POP displays with their retail partners. Watch an animated video here.

(Editor's note: this blog first appeared August 7, 2015 on our partner Menasha's web site.)

For the last 20 years, I have worked on measuring in-store consumer foot traffic at ShopperTrak, a company I co-founded in 1995.  Today I have a deep desire to engage the shopper more effectively in partnership with retailers and CPGs to build relationships that benefit the entire commerce ecosystem.

 What we’re trying to accomplish

  • Create a two way data path which links branded and new product manufacturers with the consumer through POP displays and signage strategically placed in the retail environment
  • Engage the consumer on their personally carried devices while in the store
  • Create a clear roadmap for CPG’s and retailers to drive more sales

 In-store missing metrics are highlighted in the following chart from a Grocery Manufacturer’s Assn. and Booz & Company study:


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How to place beacons in a supermarket for high sales conversion

Posted by Ed Anderson

Feb 6, 2015 2:55:00 PM

Beacon solutions for brick and mortar retail are mentioned in most of the published reports on hot retail trends for 2015. The devil is in the details is a phrase that applies to initial beacon solution deployment set up. Good intent isn't enough...immersion in the details is a huge help in crafting a solution that will work with your customer. As one of our advisors, Mike Clifford former CIO of Whole Foods said:

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What's the key to getting Beacon customer traction? Answer: Listening

Posted by Ed Anderson

Jan 29, 2015 9:25:00 AM

During the last couple weeks, Shelfbucks splashed onto the scene as a leader in the newly emerging space of beacon solutions for in store marketing. Need some proof points to corroborate that claim? Yes you certainly do.

The Best of NRF's The Big Show here. Acclaimed TV business news-CNBC here. Leading big city newspaper, the Washington Post here. The highest retweeted item from the NRF's Big Show from ad agency Leo Burnett here. And, leader in the in store marketing segment of Trinity Ventures Mobile Market Map 2.0:

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Want to join the journey for smart POP displays?

Posted by Ed Anderson

Jan 16, 2015 9:51:00 AM

There are millions of Point of Purchase (POP) Displays in thousands of retail stores in North America. The advent of smart phones for 70% of the shopper population along with inexpensive beacons has created an interesting opportunity to:

  • help identify which displays in which stores haven't yet been set up on the selling floor
  • measure the traffic passing by the display
  • measure the dwell time for individual displays
  • improve the shopping experience
  • initiate digital campaigns with shoppers on smart phones
  • track conversion to purchase of campaigns for displays

Consumer Packaged Goods (CPG's) companies have wanted the above capabilities for ten or twenty years. Menasha and Shelfbucks are introducing these capabilites in three phases in 2015. A summary of the program:



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Winners rely on pull marketing and personalization

Posted by Ed Anderson

Jan 9, 2015 10:24:00 AM

The college and professional playoffs are crowding out other sports news this weekend. The new final four for NCAA football was a surprise hit in ratings, drawing an eye-popping Nielsen rating on January 1. Contenders feature traditional styles against creative new styles. Retailing has similar contrasting styles. It’s a good time to fill in your bracket for the new retail final four playoffs.

Final Four in Retailing

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Beacon solutions require a lean and agile approach

Posted by Ed Anderson

Dec 31, 2014 11:27:00 AM

There is an often-heard narrative that the journey to improve the shopping experience necessitates an intrusion on your customer's privacy. Assessing the validity of this fear requires an understanding of how the combination of a retailer's app and beacons work. The chart below depicts how beacons work and can be found here
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Feedback is critical to improving your performance

Posted by Ed Anderson

Dec 22, 2014 10:30:00 AM

Whether you are training for bicycle race or launching an innovative retail app with beacons, feedback is critical to improving performance. The infographic below, titled How and When You're Losing Your App Users, provides a useful laundry list of things to be on the look out for when you've launched a mobile app in-store. 

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What is the "right" percent of push vs. pull messaging?

Posted by Ed Anderson

Dec 9, 2014 1:06:00 PM

We now have multiple ways to push deals to shoppers in a store by leveraging beacons. Multiple zones can be set up to push notifications to a shopper who breaks the "virtual cone" for a department such as diapers, fish, wine etc. 

Web site content management systems have had a suite of tools for years to enable companies to send thousands, if not millions of emails to promote products and convert prospects to buyers. But new leaders in InBound Marketing such as HubSpot now advocate not only targeted email, but personalized email campaigns: 

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The marketing funnel is dead…check. What's next?

Posted by Ed Anderson

Dec 2, 2014 11:31:00 AM

Some of us grew up with the traditional marketing funnel:

In the good old days you used push advertising on TV to create awareness and maybe if you're really good you achieive differentiation, which drives traffic into your stores, and newspaper advertising to create urgency to buy. Ok, it's slightly more complicated. P&G won the war on purchase insight with the first and second moment of truth: the first moment takes less than 7 seconds and that's how long it takes to make a purchase decision at the shelf. The second moment is when you first use a new product...which, according to urban legend means the buyer becomes a promoter of the product if everything goes well. But that description, along with the marketing funnel are just sooo yesterday.

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