Progressive Grocer - November/December 2009 - (Page 60)

Nielsen Research Real-world data for grocers Differentıate A top industry exec elucidates how smart retailers and manufacturers are engaging cautious shoppers. By Todd Hale, SVP, consumer & shopper insights, The Nielsen Company Innovate to hen the going gets tough, the tough innovate. Despite the challenging economic environment, successful grocery retailers and consumer packaged goods (CPG) manufacturers continue to find new ways to engage valueconscious consumers. Of course, getting customers to buy has always been a challenge, but how do today’s retailers and manufacturers inspire consumers to buy when few are in the mood to shop? A number of companies are taking advantage of technology innovations to broaden their brand reach, reinforce marketing efforts, and extend and expand their relationships with consumers to drive sales. Nielsen presents an overview of some of the notable innovations currently making waves in the industry: Taking a Multifaceted, Integrated Approach Harnessing the Power of Stores W as they enter the store. Customers can scan their own purchases as they shop and avoid long checkout lines. Ahold’s Stop & Shop uses on-cart scanners to scan purchases and keep a running total of each trip. When consumers ring up a sale item, the machines reinforce the value delivered by making an appealing “chaching” sound. Manufacturers can purchase special marketing programs to promote products on the device’s display screens. While these technologies can be expensive, we fully expect to see continued growth in these innovations. Make Web Sites Work Overtime Remember when reaching customers meant a weekly insert in your local newspaper? Those days are long gone. Connecting with today’s consumers requires reaching them where they live — including in the store, online, on their cell phones and through social networking sites like Facebook and Twitter. And let’s not forget traditional media, which is still a powerful way to connect with consumers. Innovative companies integrate their marketing messages so that each vehicle reinforces and complements the others. Brick-andmortar stores are one of the most powerful marketing tools in a retailer’s arsenal. Besides making their stores more welcoming and shoppable, technology advances have enabled retailers to create convenient in-store consumer solutions that target promotions at consumers as they enter or shop a store. In a bold move, Wal-Mart recently installed 27,000 flatscreen televisions in 2,700 stores to deliver commercial in-store broadcasts at the shelf, opening a world of promotional and branding opportunities. In other store innovations, Food Lion’s Bloom stores equip shoppers with hand-held scanning devices As companies grow more experienced marketing online, we’re seeing the development of sophisticated Web sites to engage consumers. Rather than simply providing corporate or store information, many retailers are showcasing videos and valuable resources. For example, stores like Save-a-Lot, Food Lion, Hy-Vee, Kroger and Jewel have taken recipe marketing to the next level, featuring manufacturer and store brands in various recipes. Consumers can get recipe ideas online, watch videos of chefs preparing meals and follow links to online shopping lists and special deals. • Progressive Grocer • November/December 2009 A H E A D O F W H AT ’ S N E X T www.progressivegrocer.com http://www.progressivegrocer.com

Table of Contents for the Digital Edition of Progressive Grocer - November/December 2009

Progressive Grocer - November/December 2009
Contents
Nielsen’s Shelf Stoppers/Spotlight: All Departments/Ramen Noodles
Progressive Grocer’s Category Captains Awards: Recession Planning
Consumer Insights: Innovate to Differentiate
Independents Report: Determining Relative Worth
Lempert Report:The Trends That’ll be Tops in 2010
Store of the Month: A New Brand of Winn-Dixie
Beverage Alcohol: Glass Half Full
Sports/Energy Drinks: Energetic Sales?
Category Management: Categorical Shifts
Holiday/Super Bowl Meat Promotions: Bowled Over
PG’s Annual Deli/Bakery/ Prepared Foods Roundtable: Bringing Value to the Table: Part 2
Packaging Trends: Sheer Innovation
Price and Promotion Optimization Software: Optimization Plus
Signage: Above and Beyond
What’s Next: Editors’ Picks for Innovative Products

Progressive Grocer - November/December 2009