MARKET WATCH
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VideoMining Introduces Platform for Shopper-Centric Collaboration
TheVideoMining Corp. has introduced a solution called ShopperImpact@ that uses granular in-store behavior data and analytics at the retailer account level to empower shopper-centered practices in category management and shopper marketing.
Announcement of the launch was made recently in Las Vegas at the annual conference of the Category Management Association, which is promoting CatMan 2.0 as an updated version of the traditional process.
The platform offers account-specific activation at a variety of retailers from large grocery retailers such as Ahold Delhaize to regional C-store chains such as Rutter’s. It is designed to provide a new opportunity for manufacturers to partner closely with retailers to continually incorporate in-store behavior analytics into their evolving category management and shopper marketing practices. Aligning these collaborative processes with real in-store shopper behavior will help improve the shopper experience and conversion - a critical success factor in today’s fast-changing retail environment.
“The foundational reports from our annual MegaStudy tracking programs have become an invaluable source for grocery and convenience channel insights,” said Rajeev Sharma, Founder & CEO of VideoMining. “But this new platform will enable access to ongoing retailer-specific data and tools needed to bring shopper-centric approaches to retailing, including enhancement of the score carding and assessment steps as recommended by CatMan 2.0.”
Richard Hirata, SVP Shopper Science at VideoMining, said, “While we have long provided foundational channel-wide insights, category managers typically work at the account level. “As we transition to offering ongoing, account-specific data, we now have the opportunity to become an integral part of the day-to-day process as CatMan practitioners begin to adopt more elements of CatMan 2.0.”
The ShopperImpact@ platform will enable powerful in-store behavior analytics for each operating division and store cluster of a participating retailer. Both retailers and manufacturers will have robust options for measuring the impact of specific in-store tactics as well as broader strategic decisions. Category management practitioners will be able to maximize marketing ROI with more accurate measurements on how promotions, messaging, merchandising and other shopper marketing initiatives truly influence in-store shopper behavior before impacting category/brand performance.
VideoMining's ShopperImpact@ platform uses proprietary IoT sensing devices called OmniSensR and patented machine learning and AI technologies to capture, analyze and interpret Big Data on in-store shopper behavior from a representative panel of stores.
Inmar VP of Manufacturer Promotions Receives Industry Impact Award
Ralph Maresco, Vice President, Manufacturer Promotions at Inmar has received the “Industry Impact Award” at the 11th Annual meeting of the Association of Coupon Professionals (ACP).
Maresco was chosen for this award in recognition of his ongoing efforts with several major retailers to ensure proper coupon validation at point-of-sale to deter coupon fraud, which continues to create major issues for the industry.
According to ACP’s website, “The (Industry Impact) award is presented to individual(s) who display outstanding achievement within an annual period. The award was designed to honor those who participate and achieve specific goals set by the association for that year. ACP’s Executive Committee selects the recipients of this award each year based on the above criteria.”
“Ralph has made important contributions to the coupon industry throughout his career,” said Inmar Chairman and CEO David Mounts. “We are fortunate to have him working to prevent coupon fraud on behalf of Inmar’s clients, industry and consumers.”
Maresco joined Inmar in 2016. Prior to joining Inmar, he served as Associate Director, Retail Marketing Services for Procter & Gamble. He holds an MBA, Finance, from St. Joseph’s University.
Gartner Recognizes Relational Solutions for TPM
Relational Solutions, Inc., a Mindtree company, has been named as a Representative Vendor in the “Market Guide for Trade Promotion Management and Optimization” published by Gartner in February 2017. RSI is a leader in analytics, business intelligence, data warehousing and enterprise demand signal repository solutions.
According to the Gartner report, “Consumer goods manufacturers continue to spend a significant portion of their budgets managing promotions and price reductions as a part of collaborative efforts with retail partners.” The report continues to state that “the availability of advanced analytics solutions has introduced varied levels of algorithmic sophistication.”
TradeSmart, Mindtree’s analytics-as-a-service solution for the CPG industry, offers revenue management for companies that have invested in TPM solutions. Designed for post-promotion automation and analysis, TradeSmart is designed to improve joint business planning sessions by leveraging COGS, POS, shipments, plan data and syndicated data to provide accurate trade spend ROI.
“CPG companies spend 15-25 percent of revenue on trade. Most are managing their trade promotions already,” said Janet Dorenkott, AVP, Relational Solution. “By helping them optimize trade, we can increase coverage, get them faster access to more reliable information, and save them millions of dollars that go directly toward their bottom line.”
The Gartner report is “Market Guide for Trade Promotion Management and Optimization for the Consumer Goods Industry” (2, February, 2017) by Ellen S Eichhorn, Stephen E. Smith.
CMA Partners with GS1 US to Offer Standards Courses
GS1 Foundations Online Certificate Courses based on GS1 Standards have been accredited by the Category Management Association (CMA). The GS1 US courses complement CMA level certifications for category management professionals seeking the association’s Certified Professional Category Analysts (CPCA), the Certified Professional Category Manager (CPCM) and the Certified Professional Strategic Advisors (CPSA).
The following GS1 Foundations courses have been accredited by CMA:
- Global Trade Item Number (GTIN)
- Barcoding Products
- Package Measurement Rules
- GTIN Management Standard.
CMA is focused on facilitating a collaboration between retailers and manufacturers to optimize the profitability of product categories. It recently updated its accreditation and certification processes as part of an initiative called CatMan 2.0 to help members evolve with the demands of the digital age. The association has recognized that GS1 Standards, including GTINs—the numbering sequence that uniquely identifies products and is embedded in the U.P.C. barcodes—support the professional knowledge base needed to take each certification exam. GS1 Standards enable the data integrity, product attribution, and analytics needed for category managers to meet consumer expectations for seamless digital and physical shopping experiences
“The CMA has recognized that knowledge of GS1 Standards is valuable to their members’ career development,” said Bob Carpenter, president and CEO, GS1 US. “GS1 US and CMA goals are complementary, as both organizations are focused on driving success for retail organizations that are reinventing their businesses to meet the needs of consumers online and in-store.”
Blaine Ross, president, CMA, said, “In keeping with our CatMan 2.0 vision, the GS1 Foundations courses help our members leverage data effectively and improve their collaboration with trading partners. Knowledge of GS1 Standards can help certification candidates play an important role in how their organizations innovate for the future.”
CMA helps its members facilitate strategic collaboration between retailers, suppliers and their solution providers to enhance shopper satisfaction. GS1 Standards have been used to enhance supply chain efficiency for more than 40 years, ever since the grocery industry came together to agree on the adoption of the U.P.C. barcode to speed the checkout process. Businesses in more than 25 industries rely on GS1 Standards to maximize the cost effectiveness, speed, visibility, security and sustainability of their business processes
Instacart Expands One-Hour Grocery Delivery Service in Phoenix
Instacart, the nationwide on-demand grocery delivery service, has expanded its service in the Phoenix area to serve over 680 thousand additional households.
“Phoenix residents have really embraced Instacart and we have been working hard to expand our delivery area to include even more homes,” said Sean Twersky, Instacart General Manager. “We are excited to announce expansion of our service to 65 additional zip codes and look forward to serving even more people in search of the time-saving convenience that the Instacart offers.”
The company has set a goal of launching over 100 new markets in 2017. Driven by official partnerships with top retailers across America, Instacart plans to serve 80 percent of American households by 2018.
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