MARKET WATCH
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Grocery Manufacturers Select Deloitte to Harness ‘Big Data’
The Grocery Manufacturers Association (GMA) has selected Deloitte Consulting to conduct research on how food, beverage and consumer product companies can translate “Big Data” into useful analytics and business intelligence to support effective decision making.
Big Data is a name for the recent increase in largely external and unstructured business and consumer information. The explosion of Big Data has already caused many companies’ data warehouses to overflow. CPG companies need to determine how to capitalize on data from social media, smartphones, online behavior, sensor networks, purchase tracking and other sources.
The scope of the study will span functional areas such as supply chain, sales, marketing, and finance, as well as take a cross-functional view. By combining Deloitte’s deep skills and industry experience with direct input from GMA members, the new research aims to create a Big Data and analytics roadmap for CPG companies focused on driving top- and bottom-line growth.
“The goal of this joint effort is to separate the hype from reality. Having Big Data tools is not enough; we need to learn how to ask the right questions that will drive the metrics that matter,” said Andy Platt, Chief Information Officer, The J.M. Smucker Company and GMA Information Systems Committee Chair.
Albertsons Creates Team for Digital Marketing
Albertsons has created a team to focus on digital marketing and social media. Led by tech expert Karl Meinhardt, the team consists of Elizabeth Perryman, digital content manager; Dan Mackay, web services director; and Jana Jeffery, digital community manager.
Meinhardt spearheaded the development of the grocery chain’s website and e-commerce grocery service more than a decade ago.
“Karl has a comprehensive understanding of information as a powerful source of service,” said Mike Massimino, the chain’s vice president, center store. “His expertise of turning knowledge into a strategic advantage has assisted many organizations in their long-term product and service goals, and his efforts with our social media endeavors have already established a firm foundation on which the rest of the our social and digital marketing strategies will be built.”
Trade Promotion Rocks with Optimization
Why does Trade Promotion Management matter now more than ever? Why should Trade Promotion Optimization be on every manufacturer’s radar? Dale Hagemeyer of Gartner will answer those questions in his keynote address at the 2012 MEI User Conference May 14-16 at the Wyndham Hotel in Cleveland.
“TradeInsight: TPM That Rocks” is the theme of the event. Phil Lempert, the well-known Supermarket Guru, will also present a keynote address. More info: www.tpmthatrocks.com.
‘Extreme’ Shoppers Rely on Mobile Media Devices: GfK Study
A newly savvy and self-reliant breed of shoppers has developed a powerful symbiosis with mobile media devices. This has forced marketers and retailers to adapt, and has given grands fresh opportunities to engage and win over consumers.
New research from GfK identifies four key areas in which smartphones and tablets are assisting today’s shoppers: value seeking, information gathering, social media access, and transactions. These areas correspond to classic stages of the purchase process, from consideration to spending.
The study shows that, among consumers with a smartphone or tablet, 50% used a mobile device to compare prices while shopping, 44% looked for a coupon, 33% “liked” a retailer on Facebook, and 17% bought a product using an app.
The findings were presented by GfK’s Rob Barrish (SVP, Digital Technology) and Alison Chaltas (EVP, Shopper and Retail Strategy) at IIR’s recent Market Research Technology Event.
“Using mobile devices for shopping is both a symptom and a cause of what we see as a larger trend - a desire for greater control over the shopping experience,” said Chaltas. “Product marketers and retailers can turn this challenge into an opportunity by becoming agents of learning, efficiency, and even creativity through their mobile efforts. By meeting the changing needs of shoppers, brands can inspire not just short-term sales but also long-term relationships.”
Twitter Co-Founder to Address GS1 Connect Conference
Biz Stone, co-founder of Twitter, will deliver a keynote presentation at GS1 Connect, the annual conference for users of GS1 information standards. The event will be held June 4-7 in the convention center of the Aria Resort & Casino in Las Vegas. Stone’s topic will be “Open, Informed and Engaged: A Changing Communications Landscape.”
“GS1 members use GS1 standards in billions of transactions daily, but they need to understand the implications of social media for sharing data,” said Bob Carpenter, president and CEO of GS1 US. “They lead their companies’ efforts at meeting increasing consumer expectations for access to product information, in addition to collaborating with trading partners. We’re sure Biz Stone will have illuminating and provocative insights to help us deal with this profound change.”
More than 1,200 professionals representing all points of the supply chain are expected to attend the conference. Sessions offering education and thought leadership help attendees understand explore how GS1 Standards can help their companies leverage the power of information. Updates will be posted to Twitter: @GS1Connect.
To learn more about sponsorship or becoming an exhibitor, contact GS1ConnectSales@GS1US.org or call (609) 658-5863.
Digital Coupon Events on Key Websites Increase
Digital coupon events across key websites monitored by Marx, a Kantar Media solution, increased by 17.1% in Q1 2012 as compared to Q1 2011, with some 368 manufacturers distributing offers during that time, an increase of 29.1% over Q1 2011.
Among those manufacturers, 146 distributed digital coupons across both retailer and network websites, 211 manufacturers distributed digital coupons only on retailer websites, and 11 manufacturers distributed digital coupons only on network websites. The number of manufacturers distributing digital coupons on only retailer websites grew by 43.5% in Q1 2012, compared to the same period in 2011.
“Digital coupons are a key component within an integrated consumer promotion and advertising program. More and more manufacturers are becoming involved in digital promotion and coupons, aligning with multiple websites, potentially increasing consumer exposure to their brand message,” said David Hamric, General Manager Kantar Media Marx.
For the quarter, food represented 49.6% of digital coupon events, while non-food represented 52.3%. (NOTE: Sum of all areas may be greater than 100% due to events which include more than one area).
Use of Mobile Devices for Shopping Widespread
Eight of ten U.S. smartphone and tablet owners (79%) have used their mobile devices for shopping-related activities, according to a survey conducted by Nielsen in the first quarter of this year.
Smartphones are used more often than tablets for activities on-the-go: “Locating a store” (73% vs. 42% for tablets), “using a shopping list while shopping” (42% vs. 16% for tablets) or “redeeming a mobile coupon” (36% vs. 11% for tablet owners). However, tablet owners are much more likely to use their device for online shopping: 42% of tablet owners have “used their device to purchase an item,” compared to just 29% of smartphone owners.
One of the most popular activities among both smartphone owners and tablet owners is “Researching an item before purchase” is popular with both smartphone and tablet owners (66% for the latter vs. 57% for the former).
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