Today we are kicking off our national Consumer 360 client conference in Orlando. TheShopperWonk will be actively blogging including video clips from our clients and presenters throughout the conference.
As manager of the Shopper Management Area of Expertise I will be moderating a panel discussion in two concurrent sessions entitled "The Continued Rise of Customer Centricity". That panel will include an outstanding group of market leading clients including:
Rob Colarossi, Dr. Pepper Snapple Group
Lisa Klauser, Unilever
David Newman, PepsiCo
Diane Harper, Kraft
Prior to kicking off the panel I will set a foundation for the discussion by articulating our view of the evolution of the market so that we can all orient ourselves to the emerging Shopper Management space.
Market Evolution
Today’s shopper has access to more choice & convenience than ever before with a typical grocery retail outlet having over 40,000 skus to choose from. In addition, channels have doubled over the past 50 years. In my neighborhood in San Clemente, California there are seven different channels available for certain categories. Shoppers are bombarded with ads throughout their day. This environment creates a major challenge for our clients, both manufacturers and retailers, as it results in a shopper that is highly impulsive and largely disloyal.
Thus the importance of understanding shoppers and shopper behavior has never been more critical. With the advent of access to granular forms of shopper data including frequent shopper data, tlog and even better access to panel data we have seen an evolution from legacy Category Management to Shopper Management.
Nielsen Development Paths
At Nielsen we have invested in three development paths in the Shopper Management space.
1. Loyalty: We have a number of pilots and full implementations going in the loyalty space. Loyalty is the richest dataset in that in addition to the tlog (basket data) there is a longitudinal identifier that allows us to track behavior over time. This yields a rich tableau of loyalty analytics.
2. Tlog: In addition we are piloting a tlog service as well. Half the top 50 retailers do not have a loyalty card and therefore lack the longitudinal identifier mentioned above. This service focuses on basket analytics in particular and the impact of individual items on total store behavior and basket value.
3. Panel: Our panel is one of the most advanced shopper databases in existence. We have strived to make it easier to extract analytical value from our panel. Thus we have recently launched new Shopper Management guided analytical roadmaps to make analysis that used to take an analyst and a number of days render in a matter of seconds. These new roadmaps sit atop our syndicated databases and provide unprecedented ease of access of shopper insights via our Answers portal. (Note: Please see a demo of these in the Networking Café at the conference or by contacting Peter Huisman: peter.huisman@nielsen.com.
Nielsen’s comprehensive development and learning paths will ultimately converge to a fully integrated platform delivered through Answers. Moreover these developments will help us evolve from the world’s best information company to the world’s best analytics company that is delivered in a highly consultative solution oriented approach. Shopper Management is one of those solution focal points and is indeed on the rise! We look forward to continuing to partner with an outstanding group of clients to evolve the space.
See you in Orlando!
-Jay Stockwell, TheShopperWonk -email: jay.stockwell@nielsen.com
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