Originally published on tenthavenue.
(NEW YORK, NY – April 13, 2016) – tenthavenue’s shopper agency S2B announced today that it has launched “BuyPoint,” a new shopper content and media tool that fuses purchase data with in-store planning intelligence to enable marketers to optimize in-store content and placements towards improved sales and ROI.
The new tool, powered by purchase panel and survey data from consumer insights company InfoScout, enables marketers to develop optimal in-store media plans informed by a combination of shopper profiles, purchase behavior, surveys and store profiles. The purchase panel data combined with actual shopper surveys is used to clarify the ‘who, how and why’ people are buying today. BuyPoint then overlays the shopper purchase data with store profile and historical performance data from S2B’s proprietary Retail Destination Directory to identify the most effective media placements at the store level, delivering sales and ROI optimization into the hands of shopper marketers quicker than ever before.
Ann McGrath, Group Director, S2B said: “BuyPoint is designed to bring to market greater accountability, insight into the effectiveness of in-store messaging and media and, most importantly, improved performance.”
“As the largest agency buyer of third party in-store media in the United States today”, said Michael Lieberman, COO of tenthavenue North America, “S2B’s aim is to model the highest return on in-store investment for our clients and develop a robust audience intelligence that will continue to feed into messaging and placement strategy.”
Jared Schrieber, CEO of InfoScout said, “Brands deserve more from agencies than impressions, clicks and aggregate sales metrics as proxy measures of ROI from their marketing spend. InfoScout is proud to be a part of tenthavenue’s industry leading efforts to provide a true measure of ROI from their execution by observing changes in purchase behavior among the specific shoppers who were exposed versus those left unexposed.”
Two client launches are currently underway.
S2B (Shopper2Buyer) is dedicated to planning and buying communications to most effectively reach shoppers in the right environments along their omnichannel journeys.
S2B leverages rich shopping data to drive proprietary insights and inform the marketing plan that encompasses all relevant media points along the shopper journey from “pre-trip” (out of store) to trip (in-store/eCommerce) and post-trip (advocacy and repeat), ultimately closing the sale.
Using proprietary technology such as S2B’s Retail Destination Directory that informs store-level planning across multiple classes of trade, S2B delivers plans for national, market- and retailer-specific requests based on thorough consideration of in-store media placement and opportunities within each individual location.
InfoScout helps brands and retailers grow via next generation consumer insights derived from America’s largest purchase panel. Through its portfolio of proprietary mobile apps, InfoScout captures nearly 1 out of every 500 shopping trips made by a representative sample of American shoppers. These shoppers also complete in-the-moment surveys to more fully explain the ‘why behind the buy.’ With more than 100 million brick-and-mortar and ecommerce receipts captured annually, InfoScout has rapidly become a primary source of real-time, omnichannel behavioral insights for industry leaders such as P&G, Unilever, PepsiCo, Intel, and Electronic Arts.