Underperforming End-Cap Displays? No More Thanks to TruMedia's iCap System; New Technology Used to Help Marketers Better Understand Shopper Behavior

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TruMedia Technologies' new iCapTM solution measures consumer reaction to end-cap and stand alone displays. The system's proprietary video analytics technology can tell marketers if a shopper saw and ultimately approached a display as well as their average dwell time. It also reveals shopper age and gender without recording or offering any personally identifying characteristics.

We had always assumed certain things like the traffic pattern in the store and what displays worked better than others, but now we are able to see hard data that communicates to us important shopper behavior information.

Attention retailers - customers in aisle two are looking at your end-cap display - and then walking right towards it. How valuable would that type of information be - on a real-time basis - to the marketing departments of large chains, box stores and other retailers - who spend extensive resources in an effort to understand what turns shoppers on and off?

TruMedia Technologies, Inc. has created just that information resource by adapting its revolutionary out-of-home digital measurement solution to retail environments. Its new iCapTM solution measures consumer reaction to end-cap and stand alone displays. The system's proprietary video analytics technology can tell marketers if a shopper saw and ultimately approached a display as well as their average dwell time. It also reveals shopper age and gender without recording or offering any personally identifying characteristics.

When combined with TruMedia's other products like the iTallyTM, an opportunity-to-see (OTS) people counter, marketers have even more information at their fingertips to determine the most effective location and best creative content for their end-cap displays.

"Research shows that 70 percent of purchase decisions are made in stores, making retail locations a vital venue for marketers and researchers," said Dr. Vicki Rabenou, chief measurement officer, TruMedia. "With a better knowledge of audience composition, coupled with what motivates shoppers to buy at the point of sale, marketers can better target their messages and merchandising to boost sales."

StoreCheck, a company that provides IT solutions to evaluate marketing performances at the point of sale, has been testing out the iCap system in a convenience store in Mexico City.

"We've been using the TruMedia technology for a few weeks now and it's incredible what we are seeing," said Rodrigo Sola, commercial manager, StoreCheck. "We had always assumed certain things like the traffic pattern in the store and what displays worked better than others, but now we are able to see hard data that communicates to us important shopper behavior information."

Most marketers hire people to physically monitor stores for this type of information which is costly, time consuming and prone to human error. By using an automated system, marketers can quickly tell how their ads are affecting consumer behavior and alter their creative to optimize their in-store efforts and stimulate sales.

"Hundreds of millions of dollars are spent in the U.S. alone on in-store marketing. With that only expected to increase, marketers need a better understanding of their return on investment," said Dr. Rabenou. "TruMedia provides objective, automated technology to support qualitative in-store efforts by marketers."

About TruMedia
TruMedia Technologies Inc. is the leading provider of real-time, automated audience measurement solutions for the out-of-home display industry. Its proprietary and field-tested video analytics technology measures visual attention towards posters, digital signs, TV monitors, display windows and in-store product displays. The company's solutions accurately track exposure to media, advertising and merchandise and can be used to proactively change content.

Headquartered in Tampa, Fla., TruMedia has sales offices in The Netherlands and Spain and research and development facilities in Israel. The company's privacy policy ensures that it will not record, share or store any images or personally identifiable data.

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Dr Vicki Rabenou

Anne Donohoe
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