Chapter Four (1:15)
Steve Frenda: How will this technology help you do a better job with your promotions and maximize the use of your space within the store?
From a branding perspective, it's very hard to measure. Duracell does it several ways.
We use a group called Field Agent to send consumers from a crowd source perspective to take pictures and tell us if displays are where they're supposed to be.
We also use our in-store broker agency, Acosta.
The bigger challenge with those are, if you're doing a holiday promotion across the U.S. and you have 30,000 stores, it's very expensive to cover all those.
It's also a single point in time.
The data, by the time you get it all compiled and its read, as an Excel spreadsheet with pictures, it's really un-actionable.
What we're looking forward to in the future is real time data that's actionable.
The brand and the retailer can partner together and fix the problems.
So, we can ultimately do a better job with our promotions and maximize the use of their space within the store.
I'm struck by the fact that now, with the increased sophistication of POS data, loyalty data, and then some of the new emerging techniques that you're talking about, the possibilities are endless. Compliance has been poor over the years, and I think this technology is a great opportunity for us today.
View Related Shelfbucks Videos:
NRF 2017 Panel Speakers:
Brandon Barr: Director of Retail Marketing and Insights for Duracell
Peter Bond: Managing Partner of Bond Unlimited,
Jill Andersen: Director of Marketing for Menasha Packaging Company
Frank Krug: Director of Technology for TPN
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