Shopper Marketing - October 2016 - 100
REPORT: COMPLIANCE AND BEYOND
Field Agent launched in 2010 as the first
app in iTunes to enable PayPal as a way to pay
someone for using their phone for a gig. Prior
to that, West says, the rewards were in the form
of badges. Field Agent says 800,000 people
have downloaded the app in the United States,
and it recently sent them training materials on
what omnichannel is as well as showrooming
(going to a store to touch product but buying
online) and webrooming (researching online
but buying in-store).
The mobile phone helps engage users to
participate in diary studies that are more accurate than the traditional form of shadowing shoppers, he says. If a shopper knows a
researcher is coming to the house, they clean
up and change behavior for that researcher.
With the mobile phone, every time she shops,
simply have her do a screen grab of websites
she looked at while researching, snap a photo
of a receipt after shopping and answer some
core questions. "I'm capturing data at the point
of influence, as opposed to relying on recall,
which we know is going to be inaccurate,"
Crowdsourcing platforms are a more efficient use of time, says Swoboda, who compares
the apps to a traditional retail team driving to
stores. "Time is of the essence in determining
if a display is up on Monday morning when
the ad begins, or if there is a special price that
requires a tag to be on the shelf for a consumer
to know the item is on promotion."
Jim Lamberti, CEO and co-founder of Quri,
one of the leading platforms among CPGs, focuses on three types of solutions:
n Field labor optimization. Helping manufacturers improve merchandising on and off shelf,
y SHOPPER MARKETING OCTOBER 2016
both in and out of cycle.
n Data-driven selling to retail customers. Helping
manufacturers sell to key customers using
unbiased, high quality and scaled data from
the shopper view of in-store merchandising
n Trade optimization. Helping manufacturers
increase sales and profits from the 15% to
20% of the P&L focused on retail trade spend.
To Quri, the future is being more dynamic in
real time and investing in technology to enable
faster, real-time access to merchandising data
and insights. "The standardized, routine and
scaled measurement of in-store merchandising conditions dramatically increases the ROI
for manufacturers," Lamberti says.
Mobee, which calls its people in the field
"Bees," started in 2012 and has expanded its
capabilities to focus more on a "systemic data
collection model," going to a store regularly to
understand a broader trend line.
Hal Charnley, Mobee's CEO, says that down
the road there could be an intersection of both
the retailer and the brand working collaboratively on data. "If we're going and collecting
data at Walmart for a particular brand, that
data is going to benefit the brand and the
retailer. So rather than have an engagement
with a retailer and another engagement with a
brand, there's intersection - a real opportunity
to combine those two."
Survey.com differentiates itself by focusing
more on merchandising inside stores, including performing in-store demos on demand.
Bethanis also focuses on emerging brands,
and his field team does sales presentations at
retailers. For 60 of its customers, Survey.com
has become the retail team working under