A Note from RSi -- October 2014
Once again, RSi had the pleasure of moderating the Downstream Data Share Group at this year’s CGT Business Technology Leadership event. We were excited to have a great group of participants from all different backgrounds, sharing and collaborating on Creating Digital Demand in store. We’ve seen the retail landscape become increasingly digitized and customer centric and felt it was time to discuss promotions that touch every phase of the path to purchase. Our goal with this group was to hear what Best-In-Class Suppliers were doing, what their pain points were, and then put together an actionable plan on how to use digital and downstream data to win in the store, on the shelf and with the individual shopper.
The event was held at Disney’s Grand Floridian, so in keeping with the Disney theme, our group had a bit of fun with “wearables” and discussed the future of shopper marketing. We covered both new trends and the continued influx of data, where to focus when it comes to analytics and insights, and most of all, how to win with the shopper. Measurement was a key topic; discussing how to best measure and report on success and what are the best ways to identify failings and areas for correction. Collaboration programs with the retailers and the key to aligning with the Retailer on the definition of success and where to focus efforts was another major focus of discussion during the Share Group. Finally, we talked about where we collectively see digital going in the future, which included opportunities such as crowd sourcing local intelligence, hyper-local digital advertising and geo-targeting.
To cover this in more depth, we were fortunate to have a customer of ours, Adam Winzens, a Sales Manager from Hasbro Inc., present a use case on how they have built new marketing programs that are highly personalized and locally focused. With the latest release of the Iron Man installments, Iron Man 3, Hasbro used local-geo targeting in the promotion of their Iron Man action figure.
He highlighted how Hasbro increased awareness and drove sales for in-store promotion of their Iron Man action figure to movie-goers and their families nationwide, targeting specific cities where the local demographic fit their target market.
I followed this presentation by explaining that through the combination of digital marketing data and downstream data suppliers can: trigger real-time delivery of customized messaging across online and mobile channels (i.e., store location and price), send hyper-local ads to neighborhoods within a specific radius of a store based on POS data, and learn how these activities generate demand signals throughout the supply chain, what actions are taken, and how to further automate the digital path to purchase. This hyper-local, geo-targeted approach only just begins to illuminate the benefits that can be realized with digitally targeted advertisement, optimization and measurement.
If you’re interested in learning about our Retailer Collaboration Programs or would like a glimpse into new ways to have your data do more work for you, visit our website today at www.retailsolutions.com.
The event was held at Disney’s Grand Floridian, so in keeping with the Disney theme, our group had a bit of fun with “wearables” and discussed the future of shopper marketing. We covered both new trends and the continued influx of data, where to focus when it comes to analytics and insights, and most of all, how to win with the shopper. Measurement was a key topic; discussing how to best measure and report on success and what are the best ways to identify failings and areas for correction. Collaboration programs with the retailers and the key to aligning with the Retailer on the definition of success and where to focus efforts was another major focus of discussion during the Share Group. Finally, we talked about where we collectively see digital going in the future, which included opportunities such as crowd sourcing local intelligence, hyper-local digital advertising and geo-targeting.
To cover this in more depth, we were fortunate to have a customer of ours, Adam Winzens, a Sales Manager from Hasbro Inc., present a use case on how they have built new marketing programs that are highly personalized and locally focused. With the latest release of the Iron Man installments, Iron Man 3, Hasbro used local-geo targeting in the promotion of their Iron Man action figure.
He highlighted how Hasbro increased awareness and drove sales for in-store promotion of their Iron Man action figure to movie-goers and their families nationwide, targeting specific cities where the local demographic fit their target market.
I followed this presentation by explaining that through the combination of digital marketing data and downstream data suppliers can: trigger real-time delivery of customized messaging across online and mobile channels (i.e., store location and price), send hyper-local ads to neighborhoods within a specific radius of a store based on POS data, and learn how these activities generate demand signals throughout the supply chain, what actions are taken, and how to further automate the digital path to purchase. This hyper-local, geo-targeted approach only just begins to illuminate the benefits that can be realized with digitally targeted advertisement, optimization and measurement.
If you’re interested in learning about our Retailer Collaboration Programs or would like a glimpse into new ways to have your data do more work for you, visit our website today at www.retailsolutions.com.