Shopper Marketing - August 2017 - 112

SO-LO-MO CENTRAL

SO-LO-MO SPOTLIGHT

Great Northern Instore
Develops Private Auditing App
By Dan Ochwat

Appleton, Wis. - Retail display and solutions
provider Great Northern Instore has developed and launched its own in-store auditing mobile application for iOS and Android
called Instore Vision. The app monitors a
client's display executions and collects pertinent field data through surveys and store
audits.
Dan Sabanosh, director of shopper marketing at Great Northern InStore, says they
wanted a tool to take advantage of the smartphones that field teams already had - a
tool that standardized the auditing process,
could capture images and answers to questions. He says existing customers have been
asking for seasonal or category updates for
some time, so field teams have been taking
pictures and emailing images.
One way clients use the app now is to first
initiate a project; Great Northern field teams
or brand marketers answer standard questions and add briefing information into Great
Northern's project management software.
Another use is measuring a display rollout.
Direct store delivery (DSD) teams file how
long it took to set up a display and where
it was placed, and then backend software
captures store-level data to determine a lift
112

y SHOPPER MARKETING AUGUST 2017

from that location. Another use is categorizing info from survey questions and photos
that have been taken in the marketplace
and streamlining it into a database that pulls
together seasonal and category insights on
display activity at retail.
PepsiCo, for example, is one client currently using the app. The beverage giant
took marketplace learnings to change the
design of its displays for Lifewater. Insights
were showing a lot of bottle-shaped displays and rectangular displays, so they redesigned to stand out on the floor. Pepsi also
used the app to monitor display executions
of its #SayItWithPepsi campaign that used
emojis for a touch of personalization. Pepsi's
DSD teams used the apps in the field.
Sabanosh says a client doesn't have to use
the app, but Great Northern welcomes the
client to. For one, it adds more data to the
collection, but clients also get a lot more involved in the process. "They take a bit more
ownership."
The app launched internally in January
2016 and had its first customer rollout in May
2016. While the app is public to download
in the Apple Store, for instance, it is private
to use. Great Northern supplies the client or



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

Contents
Shopper Marketing - August 2017 - Intro
Shopper Marketing - August 2017 - 1
Shopper Marketing - August 2017 - 2
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