PDI IRI 12_17_08:Layout 1.qxd

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PDI IRI 12_17_08:Layout 1.qxd

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• Publié par: axycozor
• Nombre de lectures: 57
• Langue: Français

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IRI AND KN/PDI ALLIANCE: BRINGS YOU BEST-IN-CLASS CSTs THAT

REVEAL THE 360° VIEW OF RESPONSE TO IN-STORE

MARKETING PROGRAMS

Overview

You have no bigger task than identifying the best

opportunities to build business for your company.

Before you invest significant dollars and hours in any

in-store marketing program – be it in a new product,

package or promotion – you need a clear picture of its

potential for success.

And there is no better to way to

test that potential than at store shelves, where 70% of

all shopping decisions are made.

A controlled store test can mitigate risk, enabling a

test under real world conditions, and giving the

marketer needed quantification of change in sales or

share that occur if we alter a store-based variable.

Yet, there is the growing need to go beyond POS

analytics when evaluating the sales impact of your

CST, while excelling at all executional aspects of the

test – in a way that informal tests cannot begin to

deliver.

How can you get a clearer, in-depth picture

of the effect of your efforts on consumer behaviors

and attitudes?

Enter the IRI & KN/PDI Alliance

IRI (Information Resources, Inc.) and Knowledge

Networks/PDI (Promotion Decisions, Inc.) are

teaming up to deliver this 360-degree view,

combining IRI’s point-of-sale data and analytics with

PDI’s frequent-shopper information and in-store

intercepts.

IRI and KN/PDI will work together to

provide you an optimal CST experience, streamlining

the process through seamless integration of services.

The result is a comprehensive perspective backed by

50-plus years of in-store testing experience – findings

you can be sure of.

Through the IRI and KN/PDI alliance, you can

leverage databases and expertise that are unmatched

for quality and depth, including:

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KN/PDI’s in-store execution experience

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IRI POS data linked to causal data on products

in 32,000 supermarket, drug, mass merchandise,

and convenience stores

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IRI’s POS analytic experience

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KN/PDI’s

frequent shopper data on nearly 15

million shoppers in its National Shopper Lab,

and

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KN/PDI’s years of experience with designing

and executing in-store intercepts

KN/PDI

In-Store

Execution

KN/PDI

FSP Data &

Analytics

IRI – POS

Data &

Analytics

KN/PDI

In-Store

Intercept

CST 360°

The result is a clearer perspective on the actual ROI

from:

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D

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In-store couponing

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New product introductions

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Planogram changes

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POS signage and in-store ads

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P

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S

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SKU mix

In-Store Execution

In executing your research, KN/PDI brings to bear

its years of expertise in:

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Designing the test: Isolating the variables you

need to evaluate for a clear read

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Controlling the environment: Assuring that

“noise” from a variety of possible sources does

not cloud your findings – a hazard that only

years of experience can avoid

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Obtaining retailer cooperation

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W

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Resetting and stocking shelves

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Executing promotions, and

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Recording in-store conditions for the test

brand and its competitors

Volumetrics (POS)

IRI draws on its Point of Sale (POS) data from its

unequalled census data warehouse from almost all of

the major food, drug, convenience and mass

merchandise chains nationwide; this information is

subjected to a series of quality checks.

The result is

robust category and brand sales for accurate test

findings.

IRI’s systematic approach – including best-in-class

analysis – ensures a reliable test result.

IRI includes:

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First, a sensitivity analysis is conducted to

determine the number of stores and length of

time required to accurately measure the impact

of the test variable on sales.

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Second, IRI scientifically matches test and

control stores within the same market and

retail account based on recent sales patterns for

your test product and category. Additionally,

IRI considers store trading area demographics

and other store variables when selecting stores.

This rigorous selection process ensures the

impact of your test treatment remains isolated

and your resulting decisions have a positive

impact on your business.

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Lastly, a statistical analysis of test results is

conducted to determine the net changes in

sales attributable to the test variable, after

adjusting for any extraneous factors that may

also have impacted sales.

The final results are

presented with a confidence level and

confidence interval, benchmarked versus

similar tests conducted by IRI.

The results are

combined with actionable recommendations to

ensure that you walk away with a conclusive

answer to your business questions.

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Analyze Sales Impact Accurately

Test Brand Sales per $MM ACV

IRI’s systematic approach ensures a reliable test result.

Test and control stores are closely matched in terms of

pre-test sales, which help to isolate the test program’s

effedt on sales with a high degree of accuracy

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Test Stores

Control Stores

Pre-Test (Match Period)

Test Period

Test

Effect

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Consumer Response

(Frequent Shopper Programs)

Using KN/PDI’s National Shopper Lab (NSL) –

which tracks purchases of

12

million loyalty card

customers – you can measure test results by

quantifying actual consumer behavior obtained from

frequent shopper data.

Your research can study

previous buyers and non-buyers alike or any buyer

group of importance.

You can then compare these

results on a variety of dimensions:

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To your target increments

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To your consumer target

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To control (non-exposed) groups, and

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To other entries in the category

An example of the richness of our analysis when

shopper insights are added is shown below. Not only

would you know that the volume change is 5% but

that the drivers of that change are Brand Switchers

and Heavy Category Buyers, which are the retailers’

most valuable customers.

Consumer Attitudes

(In-Store Intercept)

Discovering your brand’s strengths and weaknesses

in the eyes of the consumer is the first step towards

improving your strategies and implementing a

successful nationwide launch.

KN/PDI brings a

wealth of ISI experience to your project, adding a

qualitative, attitudinal component to your insights.

A typical report includes:

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Buyer profile, buyer influencers, non-buyer

profile

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Individual user

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R

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Repurchase Intent

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In-store experience

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P

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Likes & dislikes

Benefits

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A unique 360° view of consumer response with

accuracy that allows you to be sure of your

marketing programs in a time of uncertainty

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Unmatchable insights (integration of

POS/frequent shopper/attitudes)

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Channel flexibility

– Food, drug, C-store, liquor, hardware, auto

parts, book stores, restaurants, etc.

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Geographic flexibility

– We execute tests all over North America

(U.S., Canada and Mexico)

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Industry expertise

– Over 50 years of testing experience

Through the IRI and KN/PDI alliance, you will gain

the practical insights and actionable data you need to

make decisions about fine tuning your efforts for

heightened return on investment.

Brand Loyals

Switchers

Competitive Loyals

Heavy Category Buyers

Medium Category Buyers

Light Category Buyers

4.6%

7.3%

3.1%

6.2%

4.2%

7.5%

111

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93

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86

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CST Test Results With Shopper Card Overlay

Package Change Controlled Store Test

(% Volume Impact)

Shopping

Basket Index

Overall Volume Change = 5.0%

About IRI

Information Resources, Inc. (IRI) is the world’s

leading provider of enterprise market information

solutions and services, empowering its clients to

grow their business profitably in a complex

marketplace. Driving the transformation of the

consumer packaged goods (CPG), retail, and

healthcare industries, only IRI provides a unique

combination of real-time market content, advanced

analytics, enterprise performance management

software, and professional services. The company’s

portfolio of services, solutions, and technology

enable leading retailers and their suppliers around

the globe to see what they are missing, act faster with

greater confidence and win at the shelf. Ninety-five

percent of the FORTUNE Global 500 in CPG and

retail leverage IRI to power their business. For more

information, visit www.infores.com

About KN/PDI

KN/PDI (Promotion Decisions, Inc.) offers a high-

accuracy approach to behavior-based research,

leveraging a uniquely reliable commercial database

(National Shopper Lab) of supermarket and drug

store purchases of

about 12

million consumers.

Formed

in 1984 as part of the BASES/Burke companies,

KN/PDI started with what is still the most

sophisticated coupon testing model in the market. In

1991, KN/PDI was the first marketing research firm

to add Frequent Shopper data to its line of analytic

and testing services. Building on past success and

creating a broad portfolio of core research

technologies, which also includes market response

analysis, mix modeling, and test marketing, the

KN/PDI team is committed to innovation to help

gain usable, affordable information, quickly and

accurately.

For more information, contact:

Neal Heffernan, KN/PDI, [phone];

[e-mail]

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