Shopper Marketing - June 2017 - 91

2 AT RETAIL

WAYS TO WIN

with

Mitigate Investment Risk

Get To Market Faster
Business Situation
With the
introduction of a
new brand strategy,
a manufacturer
sought to create
tailored shelf
recommendations
for their top 10 key
customers to make a big splash in-market. However, the
success of their strategy required speed to market, and
they faced challenging time and budget constraints.

Business Situation
A client planned to order 25,000 displays for their Back
to School campaign. Historically, timelines and budget
have prevented the testing of major promotional events.
They wanted to maximize their promotional marketing
investments by learning whether or not a complex
display concept-assumed to be the most effective-was
the right choice.
Business Functions
* Shopper Marketing
* Merchandising
* Sales

"Saved $40 per
display for total
savings of $1M"

ShopperMX™ Approach
With ShopperMX™ Indicators the client was able to
test three separate design concepts with shoppers
before placing the order. Each concept's sales impact,
likability and brand equity were tested to determine
the optimal display. A movie was then created to
demonstrate the winning concept to distribute to field
teams, accelerate activation and drive compliance.
Business Impact
Contrary to the
initial hypothesis,
the Indicator
report found the
simple execution
performed best.
By investing in the
simple instead
of the complex
design, the client
saved $40 per display for total savings of $1M. The
client quickly executed the winning concept in stores
using video materials for sales teams, maximized speed
to market and captured topline growth from the display
investment.

Business Functions
* Brand Marketing
* Shopper & Trade
Marketing
* Category Management

"Cut 6-8 weeks
of time... saving
over $200,000"

ShopperMX™ Approach
The client virtually developed shelf arrangements
and signage programs customized to each retailer in
ShopperMX™. In a matter of days they were able to
capture and send images of the new arrangement to
buyers, using their VR simulations as a 'pre-read' of the
new concept.
In collaborative work sessions with their customers,
the client conducted virtual store walk-throughs in
ShopperMX™, allowing the client to solicit feedback and
iterate on the concepts live, so all parties could agree on
the end state.
Business Impact
The speed of creating
visualizations in ShopperMX™
and the elimination of follow-up
meetings cut 6-8 weeks of time
with each customer. Further,
the client saved over $200,000
when customizing concepts for
each retailer, compared to their
traditional approach of setting up
a mock store. Bottom line: A tailored customer approach
would not have been possible in the physical world due

to timelines and budgets, and would have cost our
client more than $1M in lost opportunity.

For even more real-life examples or to learn more about how our enterprise VR platform, ShopperMX™, is
transforming the way decisions are made at retail, visit www.incontextsolutions.com or call 312.462.4198


http://www.incontextsolutions.com

Table of Contents for the Digital Edition of Shopper Marketing - June 2017

Contents
Shopper Marketing - June 2017 - Intro
Shopper Marketing - June 2017 - 1
Shopper Marketing - June 2017 - 2
Shopper Marketing - June 2017 - 3
Shopper Marketing - June 2017 - Contents
Shopper Marketing - June 2017 - 5
Shopper Marketing - June 2017 - 6
Shopper Marketing - June 2017 - 7
Shopper Marketing - June 2017 - 8
Shopper Marketing - June 2017 - 9
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