PDI IRI 12_17_08:Layout 1.qxd

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PDI IRI 12_17_08:Layout 1.qxd

Publié le : jeudi 21 juillet 2011
Lecture(s) : 57
Nombre de pages : 4
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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:
KN/PDI’s in-store execution experience
IRI POS data linked to causal data on products
in 32,000 supermarket, drug, mass merchandise,
and convenience stores
IRI’s POS analytic experience
KN/PDI’s
frequent shopper data on nearly 15
million shoppers in its National Shopper Lab,
and
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:
D
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In-store couponing
New product introductions
Planogram changes
POS signage and in-store ads
P
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S
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g
SKU mix
In-Store Execution
In executing your research, KN/PDI brings to bear
its years of expertise in:
Designing the test: Isolating the variables you
need to evaluate for a clear read
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
Obtaining retailer cooperation
W
a
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Resetting and stocking shelves
Executing promotions, and
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:
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.
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.
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:
To your target increments
To your consumer target
To control (non-exposed) groups, and
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:
Buyer profile, buyer influencers, non-buyer
profile
Individual user
R
e
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s
o
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f
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r
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Repurchase Intent
In-store experience
P
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Likes & dislikes
Benefits
A unique 360° view of consumer response with
accuracy that allows you to be sure of your
marketing programs in a time of uncertainty
Unmatchable insights (integration of
POS/frequent shopper/attitudes)
Channel flexibility
– Food, drug, C-store, liquor, hardware, auto
parts, book stores, restaurants, etc.
Geographic flexibility
– We execute tests all over North America
(U.S., Canada and Mexico)
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%
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109
93
115
86
98
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, (513) 559-3922;
nheffernan@knowledgenetworks.com
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