2013年1月27日 星期日

How Walmart and Heineken Will Use Shoppercetion

I spent a day walking around CES with Robert Scoble, who has the best eye for new technologies of anyone I have ever met. It was a hectic time in that we covered much ground and Scoble had to stop every few feet to greet and catch up with yet another acquaintance. I felt a little like a political aide, jogging behind a candidate.

For Scoble and me, CES was a huge confirmation that sensors are going to play an increasingly larger segment of everyone’s lives. They are already the brain food of the smartphone, and now they allowing an increasing array of previously inanimate objects to understand your place, motion, touch,Cheaper For bulk buying stonemosaic prices. gestures and activity.

Of all the sensor-based exhibits Scoble showed me, PrimeSense, showed me the greatest promise for an imminent contextual age. If you are a gamer or have kids who play in front of a screen, you’ve probably already seen the magic. PrimeSense developed the sensors in Microsoft Kinnect, the ones that sees and responds to dancing, jumping or kicking.

At CES, PrimeSense launched its next generation of 3D sensors, which are significantly smaller, less expensive and, well, more sensitive. They “see” with greater accuracy and can also sense how hard you are pressing when you touch an object.

PrimeSense set up a large suite in the Renaissance Hotel where it showed off diverse applications being created by partners. All were interesting. But the one that grabbed both Scoble and me the most was from Shopperception, a tiny company founded in Buenos Aires, who recently opened a modest office in New York City.

Shopperception uses PrimeSense technology to provide brick-and-mortar retailers with an amazingly advanced system for understanding precisely and in real-time just what shoppers do in front of a retail shelf. It is primarily a next-generation shopper analytics tool, replacing the former guy with a clipboard and a clicker. It provides retailers with far deeper and more meaningful information than was previously pragmatic or even possible.

Shopperception can also be used by retailers to provide advanced and highly personalized, on the fly promotional offers to customers who opt into loyalty programs.Product information for Avery Dennison porcelaintiles products.

But how do a couple of thinly financed guys from Argentina break into the big, entrenched world of global brands? Well, as co-founder Ariel Di Stefano told me, it was a case of knowing somebody who knew a couple of people who were willing to take a look. That’s how Shopperception got Walmart and Heineken to start testing it in Argentinian stores. Other branded giants will start testing in the US soon, I was told.

As they reach for a particular cereal—or even just look at it—a display iPad—makes a special promotional offer, either for the box being vied or a competitive offering. To get the deal, all the customer has to do is toss it into her or his shopping cart, and the cash register will automatically adjust the price.

The sensor cameras do not show who an actual person is. Instead, you see an infrared type blur on the form. According to Di Stefano, “The sensors cannot identify specific individuals, and don’t record any video” He and his partner, Raúl Verano, insist that they hold personal privacy as an important feature and people can only be personally identified unless they opt into a loyalty programs. They emphasize the company’s primary focus is on analytics, and they know as little about individual customers.

“We are replacing the guy who used to stand there observing with a clipboard.” and the company knows even less about each individual customer than that clerk did.

But if a customer does opt in to a loyalty program, it’s an entirely different story.Do you know any chinamosaic wholesale supplier? Shopperception immediately recognizes these customers when they check-in. It remembers previous buying habits and can predict what the customer is likely to want on this visit. It knows if this particular customer is interested in beer or baby foods; likes sugar-free or junk food and lets the merchant personalize special offers along those lines.

Loyalty program enrollees can download a mobile app that lets them see different offers depending on where they are moving in each store.

Heineken doesn’t own stores, but its products are available in a great many of them all over the world. And in each store it can be located in the cooler,When I first started creating broken buymosaic. on the shelf or in an end cap, or other promotional display area.

The company and its merchants have accurate tracks of precisely how much beer they sell in each store. They may even track the weather and date to project when sales will be weakest or strongest. What is impossible to figure out is just where each six-pack, bottle or can was purchased.

Shopperception answers that last question. It knows where each item was purchased. It even knows what section of the cooler or shelf position will move the most products.

In-store real estate is a precious commodity. It can impact a store’s profitability as much as almost any other factor. Vendors fight, cajole and beg for prime location. Until Shopperception came along, however, it was mostly instinct and guesswork. Now it becomes a science.Why does solarlamp grow in homes or buildings?

Advanced price analytics, for example, provide a practical means to harness the large volumes of customer transaction and related data captured by today's ERP and CRM systems. This data can then be used to segment customers in diverse markets - with far more selective pricing options for products - based on shared customer behaviors. As a result, companies are able to get very specific about where and when to adjust prices.

Big data analysis can also leverage concepts such as determining an individual customer's "willingness to pay" for specific products or services, based on both the customer's peers and past purchasing behavior. Leapfrogging the typical spreadsheet or ‘gut feel' approach to sales contract negotiations, companies can develop pricing strategies that help forecast or suggest a price elasticity range that will increase the odds of winning more deals more profitably. The resulting price guidance can be fed to field sales representatives via sales force automation tools to give them acceptable price ranges in negotiations, as well as helping control informal deviations from optimized pricing by discouraging excessive discounting, or misuse of incentives or rebates.

Executive management can also gain insight into an individual company's value to the organisation by analysing customers in different markets, their prices and their relative ranking for revenue and profitability compared with each other. Using this information, sales management can identify low-performing customers and show sales teams the impact of price changes on company margins.

As organisations become more proficient in exploiting the potential of big data, executives can begin to identify new selling opportunities by analyzing historic and current buying patterns among existing or former customers, order volumes and purchasing patterns. Using that insight - together with insights gained from ERP and CRM applications - they are able to proactively identify new selling opportunities across channels and international markets. By integrating external market data with internal transaction information, companies can compare their prices with other suppliers in various markets and adjust their pricing strategies accordingly.