Cereal aisle shopper traffic averaged 23 seconds in the aisle. Fifteen percent of the aisle traffic stopped at the display, and 47% of those shoppers purchased a General Mills brand product.
Winston Salem, NC (PRWEB) January 6, 2011
Winston-Salem, NC (PRWEB) January 6, 2011 -- The suppliers of the ShopperGauge® technology announced today the release of a new and revealing case study targeted at answering one of the retail industry’s top in-store merchandising questions: “Is this display working?” The study’s objective was to quantify the impact of in-aisle fixtures and displays on shopper behaviors such as engagement, conversion and purchase choices.
The study, “Measuring Display Impact, Brand Messaging, and Shopper Behavior,” was completed by CART, the Center for Advanced Retail & Technology using ShopperGauge technology. ShopperGauge incorporates RetailNEXT®, the in-store shopper monitoring platform from BVI Networks, and best-in-class display and fixture products from RockTenn Merchandising Displays. The results are compelling for manufacturers wanting to understand the impact of fixtures on their products in the aisle and for retailers wanting to understand the effect of fixtures on shopper behavior, aisle traffic, conversion and purchase decisions.
Conducted in late 2010 at the Green Hills, New York live, in-store technology lab, the study tested the impact of introducing an in-aisle cereal display for General Mills cereal products and featured dominant messaging around “Whole Grain Goodness.” The eight-foot “Smart Showcase” display was visible from both ends of the aisle and prominently framed the General Mills cereal set, visually separating it from other products in the cereal category. The study sought to validate that shoppers do indeed care about choosing healthy cereals and that messaging and displaying the products within this context could impact purchase decisions and convert more shoppers to buyers. The expectation was increased conversion and sales for the entire category and that shoppers would increase purchases of the featured brand even more significantly because of the appeal of the “Whole Grain Goodness” message.
The results exceeded expectations and revealed some surprising insights which give the manufacturer and retailer additional leverage for making business improvements and enhancing the shopper experience in the category. Cereal aisle shopper traffic (21% of total store traffic) averaged 23 seconds in the aisle. Fifteen percent of the aisle traffic stopped at the display, and 47% of those shoppers purchased a General Mills brand product. During the test period, Green Hills shoppers spent 17% more on General Mills products than before. The number of shoppers who stopped and engaged with the General Mills brands increased by 200%, and overall shopper conversion increased 8%.
The CART study summarizes key findings for manufacturers in areas including shopper purchase intention, conversion of brand-loyal shoppers, conversion of uncertain shoppers, and the impact of targeted messaging on transactions. To download the complete case study, learn more about ShopperGauge services and the business benefits for retailers and manufacturers, click here Case Study or go to http://www.shoppergauge.com.
About the ShopperGauge® System and Marketing Program:
RockTenn’s ShopperGauge system is the result of a strategic marketing agreement between RockTenn Merchandising Displays and its technology partner, BVI Networks http://www.bvinetworks.com. The ShopperGauge system allows manufacturers and retailers to test in-store concepts by using analytics and video to track what happens during the shopping experience from the time the shopper enters the store to the time the product is picked from the shelf or checked out at the register. The ShopperGauge system gives retailers and manufacturers comprehensive insight into how shoppers are engaging with products and how in-store stimuli can affect the purchase decision. With RetailNEXT®, BVI’s advanced in-store business intelligence platform, integrated with best in class displays, ShopperGauge marketing programs and systems provide the industry’s only in-store business intelligence and shopper insights solution proven to deliver clear, actionable information and measurable ROI. For more information visit http://www.shoppergauge.com or contact Mike Bach at firstname.lastname@example.org.
The Center for Advancing Retail & Technology (CART) brings the Retail 3.0™ vision to a live retail environment and educational center. Its mission: to enhance industry learning through hands-on, behind-the-scenes views into new and forthcoming technologies and discussion focused on changing business practices. Data capabilities at CART support relevant marketing and value to each shopper while providing quantitative and qualitative measures for everything happening in-store. Educational sessions to understand the new retail ecosystem are guided by experienced team members. Visitors are immersed in the retail experience, then shown the supporting infrastructure enabling the emerging Retail 3.0 ecosystem. Learn more at http://www.advancingretail.org.
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