The current issue of Retail Customer Experience features a guest article from Shelfbucks CEO Erik McMillan on the many potential fail points that can be overcome by accurately measuring in-store merchandising campaigns.
“Throughout the 1990s, for example, in the heydays of the dot-com boom, retailers and brands rushed to launch costly websites — and did so having no tools with which to track and analyze traffic or otherwise learn from their customers' online behavior. In the early 2000s, Amazon introduced web analytics and famously changed the retailer/CPG relationship with the phrase, ‘those who bought this, also bought these.’ Today, of course, there is no such thing as a retailer or CPG manufacturer that doesn't employ advanced web analytics.
“That's why I am surprised CPG companies spend billions every year on in-store merchandising campaigns with no intrinsic measurement capabilities. There is no comprehensive tracking of a display through the supply chain to the back of store, and eventually to the selling space in the front of store. Nor is it known if the display arrives after the campaign starts or even before it starts. It's been that way for decades, and the operational and economic fail points are astounding.”
You can learn how it works by watching the following video on our web site by clicking here.
Check out the article for specifics on how Shelfbucks enables CPGs and retailers to measure, manage and improve the effectiveness of in-store product merchandising programs. After all, if you can’t measure it, you can’t make it better.
Even more information about accurately measuring POP display campaigns is available here.