Hershey to Co-present with VideoMining at Shopper Insights in Action Conference
Understanding and matching the need states of shoppers on a given store trip is critical for effective shopper marketing. Technology breakthroughs have made this possible by creating new methodologies for automated behavior analysis and segmentation of very large samples of actual shopping trips. This session describes how VideoMining in-store measurement platform was harnessed for an in-depth analysis of 350,000+ convenience store trips to discover the need states of Candy shoppers.
This talk will present a detailed case study from Hershey and other leading manufacturers who employed automated in-store technologies to:
- Identify the shopper segments with the highest profitability potential.
- Understand segment-specific shopper decision process for a category.
- Determine the need states of the shopper segments and the variation by day parts.
- Evaluate the effectiveness of various merchandising strategies in matching the needs of shoppers.
About IIR: Shopper Insights in Action (SIA)
The most comprehensive event where champion retailers, esteemed brands & industry powerhouses unite to share their breakthrough research practices and actionable case studies for turning insights into winning strategies at retail. Shopper Insights in Action(SIA) will enable your organization to develop and apply differentiating insights across the business. Determine how to harmonize and integrate both internal and external data to support key analyses and decision-making; how to drive superior analytics across the whole enterprise; how to overcome the challenges of insufficient and inaccurate data; and how to become an insight-driven organization by embedding analytics into business processes. SIA is made possible through IIR.
Established in 1973, IIR is the world’s largest Human Capital company with a global network of 45 businesses and 116 operating units. Every year, IIR works with hundreds of thousands of business executives providing them with knowledge and skills through training, conferences, seminars, e-Learning, blended solutions, exhibitions, consulting and mentoring. IIR owns the complete spectrum of an organization’s business knowledge and skills needs. IIR’s conferences address the areas of finance, marketing, design, insurance, pharmaceutical, manufacturing, and information technology.