SABMiller To Improve In-store Customer Marketing With Infosys Technologies
Published:28-July-2009
By Staff Reporter
Pilots Infosys ShoppingTrip360 in select stores of the Romanian supermarket chain, iVET
SABMiller has selected Infosys Technologies to evaluate and improve the effectiveness of its in-store shopper marketing campaigns. SABMiller has chosen Infosys to conduct in-store projects utilizing the Infosys ShoppingTrip360 product to analyze shopper and shelf activity around their beverage brands, helping improve the uptake of SABMiller products.
According to Infosys, through this pilot, SABMiller will gain visibility into the efficacy of their promotional spend through an analysis of shopper flow, interaction with the products, and finally, actual purchase.
ShoppingTrip360 was reportedly designed as an information ecosystem where retailers and consumer packaged goods (CPG) companies such as SABMiller can achieve a method of engagement with in-store shoppers and gain visibility into in-store activity.
The services provided by ShoppingTrip360 will reportedly help SABMiller analyze shopper trends associated with the placement of products on in-store fixtures and throughput from secondary locations.
Additionally, Infosys claimed that the insights gathered from the store via ShoppingTrip360 will help SABMiller decide which promotional display is most effective at promoting their product and which product placement areas result in better sales. Reportedly, the first pilots will take place in select stores of the Romanian supermarket chain, iVET.
Lorand Papp, trade marketing director for Ursus Brewery, a SABMiller wholly owned company in Romania, said: "Significant changes have been occurring in the Romanian retail sector since joining the European Union in 2007. One important shift has been the development of modern trade formats that have necessitated a whole new approach to shopper marketing. Because of these major changes, SABMiller Romania is at the forefront of adopting new approaches to modern commerce and is leading our global network by piloting the innovative Infosys ShoppingTrip360 solution."
Yvan Goupil, head of insights, SABMiller Europe, said: "Engaging our existing and new customers in a meaningful and relevant way is vital to the success of all our brands. Starting with a pilot program of the Infosys ShoppingTrip360 solution, we aim to improve the effectiveness of all our European in-store marketing campaigns by helping increase shopper engagement leading to greater sales."
Karmesh Vaswani, associate vice president and head of Retail, CPG and Logistics for Europe at Infosys Technologies, said: "Leveraging Infosys' ShoppingTrip360, SABMiller will now have the tools to empirically measure their campaigns, in turn, improving their ability to execute in-store promotional displays and shelf placement."
SAB Miller said that upon successful pilot completion in Romania, it will evaluate the results and look to roll out the Infosys product in other key markets around the world.
