tenthavenue’s S2B launches BuyPoint in partnership with InfoScout

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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.

 

About S2B:

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.

 

About InfoScout:

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.

Spring Cleaning: Scrubbing Deeper with Household Products Purchase Data

Spring Cleaning is a time when consumers use their daily household cleaning products to scrub deeper than just the surface. This holds true for panel data as well; sometimes the most impactful insights are hidden from plain view, waiting to be discovered with a little extra elbow grease. For example, take a look at some top-line metrics for common products in the household category.

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This view gives us a quick bird’s-eye view of how each subcategory is performing. For example, bath tissue has a relatively high basket size of about $95, suggesting that it’s purchased on large stock-up grocery trips. Bath tissue also has the highest purchase frequency, meaning that the category is purchased (by each household) an average of 7 times per 52 week period.
 
Interestingly, dish detergent and fabric softener have almost identical purchase frequencies of 4.0 and 4.1 (respectively). However, these numbers are just averages. They don’t tell us anything about the underlying distribution. Datasets with similar means but different distributions can be problematic; imagine if we treated {0, 5, 10} the same as {4, 5, 6}. An insights professional looking to understand these categories more thoroughly will want to scrub a little deeper past the surface.
 
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A shopper histogram is the perfect complement to shopper metrics because it takes the averaged metrics and shows you the full distribution of the data. The graph above paints a bigger picture than the averages alone for these two categories. Here, we see the underlying distribution for each category’s purchase frequency. Fabric softener is a divisive category; shoppers either buy it all the time (8+ times per year), or very rarely (just once per year). By contrast, dish detergent has a steadier distribution; more shoppers fall near the mean (buying 4 times per year).

 

Why is this important? As a marketing manager, it’s easy to make assumptions based on data averages. Shopper metrics alone would lead you to believe that two disparate categories have identical purchase cycles. In reality, fabric softener has two shopper segments of ‘extremists,’whereas dish detergent has fewer ‘extremists’ and a greater number of average, once-per-quarter shoppers. It’s easy to miss these crucial segments by glancing at a bird’s-eye view of the data.
 
Want to ‘scrub’ even deeper? Stay tuned for our next post, where we’ll cover the results of a trigger survey sent to those fabric softener shoppers at both extremes of the distribution curve.

Insights in Action: How New Year’s Resolutions Impact Shopping Behavior

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Did you make a New Year’s Resolution to commit to a healthier lifestyle in 2016? If so, you’re certainly not alone! Here at InfoScout, we thought it would be interesting to learn more about these resolutions and how they will impact shopping behavior early in the year. It’s hard to change shoppers’ habits, but New Year’s Resolutions create a tremendous opportunity for brands and retailers alike.

 

The following is a snapshot of a deeper analysis recently presented to InfoScout clients as part of our Insights in Action webinar series available here.

 

What's Your New Years Resolution

 

Our study started by surveying InfoScout panelists to see whether or not they made any resolutions at all. Two-thirds of our respondents made a resolution of some type and among all resolutions, getting more exercise, eating healthier, and losing weight are the most popular goals for 2016.

 

Perhaps the reason so few resolutions seem to come to fruition is because obstacles to success abound (see chart below). In fact, 95% of the eat healthier/lose weight crowd are worried about being successful. Developing tools and coping mechanisms to overcome old habits, time and budget constraints are key to meeting their goals. In addition, many Americans believe that one of the keys to achieving their healthy eating and weight loss goals is a variety of healthy (and tasty) food choices so boredom doesn’t become a factor. If you support a food brand or a grocery merchant, take a moment to think about how you can help consumers overcome these obstacles with the right shopper marketing and merchandising plan. How can you speak to these desires and fears while they’re still relevant?

 

Those who want to live a healthier lifestyle in 2016 overwhelmingly plan to buy healthier foods (74%) and cook more at home (57%).  Working in partnership with someone to keep them accountable is also in the plan for nearly 40% of respondents. Six percent of respondents, especially the most committed, plan to work with a dietitian or a nutritionist.

 

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According to our survey, if consumers resolving to eat healthier actually keep their resolutions, we’re likely to see more fresh produce, fish, and lean meats in their grocery baskets this year, in addition to yogurt, brown rice, and many other healthier foods. The most committed health seekers also plan to ramp up purchases of flaxseeds, chia seeds and coconut oil.

 

Taking a look at the actual purchase behavior of these respondents so far this new year, we can see that their purchases of fresh fruits & vegetables are indeed up- increasing their share of grocery spend by 11.5% from December to January. Fish is already capturing a whopping 35% greater share of stomach month-over-month. Clearly, these consumers are putting their money where their mouth is.

 

One way to capitalize on these changing behaviors is through cross-promotions – especially those that include the types of healthy foods listed above.  InfoScout’s Cross-Promotion playbook makes it easy for brands and retailers to identify the cross-promotion opportunities most likely to be a hit with your targeted shoppers while driving truly incremental sales.  If you’re interested in learning more, you can watch this free webinar recording that uses Weight Watchers and yogurt as examples.  You’ll be surprised to see just how easy it is to do for your own brands and categories!

 

About the data
The insights from this post were derived from InfoScout’s “Insights in Action” webinar series. The underlying data include a combination of 1,000 survey responses and purchase behavior reports available through our InfoScout Insights™ platform which analyzes the shopping activity of more than 300,000 Americans who report more than 275,000 shopping trips every day through our Receipt Hog, Shoparoo, and Receipt Lottery apps.

America Loves ‘Click and Collect’

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Recently, our friends over at CNBC asked us to take a closer look into services that allow people to shop online and then pick up the items in-store—also known as “Click and Collect.” Through a survey to more than 1,000 American shoppers, InfoScout determined that of the 34.6% of Americans who have tried Click and Collect, half of them (49%) tried it for the first time in 2015. As CNBC concluded, “Like it or not, ‘click and collect’ is here to stay“.

 

Although two-thirds of America have yet to try this type of service, its staying power is clear because those who use it, love it. Fifty-four percent of shoppers who have used this service, used it during the 2015 holiday season. Along the same lines, 95% of shoppers who used this service during their 2015 holiday shopping indicated that they were very likely to use it again for their 2016 holiday shopping (vs. only 1.6% who said they would be unlikely to do so again).

 

This shouldn’t come as a surprise, since the overall satisfaction ratings on the service are strong. Jaron Waldman, CEO of San Francisco based Curbside, a click and collect app, tells us that across his clients (which include the likes of Target, Best Buy, CVS and Sephora) “56% of people who try it come back and order again”. He also pointed out that many of the shoppers on the Curbside app are also members of Amazon Prime, but they “like the flexibility of picking it up when and where they want, in under an hour”.

When asked about the reasons why they chose Click and Collect for their purchase, one word really stood out among our survey respondents open-ended answers: convenience.

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“Cheaper than shipping it to my house” – Ann from Cincinnati

“Easier and then I was guaranteed to get the item I wanted without any hassle” – Jessica from Tulsa

“Faster than having it shipped to the house but still able to get the online deals.” – Chris from Seattle

 

Even though love is in the air, the Click and Collect trend is still far away from completely replacing regular grocery shopping trips. More than half of all respondents who used Click and Collect throughout 2015 reported only using it between two and five times when, on average, they do 72 fill-up or stock-up trips over the course of a year.

 

You may be asking yourself: Who are the retailers capitalizing on the trend? Topping the list with a commanding lead was Walmart (where 69% of respondents indicated they’ve used Click and Collect service, followed by Target (34%), Kohl’s (17%), and JC Penney (15%).

 

About the Data:
For this study, we surveyed 1,000 of our panelists who have used a “click and collect” service. InfoScout tracks the purchases of more than 350,000 Americans who report more than 300,000 shopping trips every day through our Receipt Hog, Shoparoo, and Receipt Lottery apps.

Who Keeps Buying iPads? And Why?

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Since its release in 2010, the iPad has remained one of Black Friday’s top-selling items, year after year. And this year was no exception. But while the demographics of who buys iPads (disproportionately Caucasian & Asian, mid-to-high-income families with kids) haven’t changed much over the years, it appears that the reasons have. Here’s what we discovered when we surveyed shoppers who made an iPad purchase on Black Friday 2015.

Not surprisingly, most of this year’s iPad shoppers are the ones who wait a little longer to adopt new technology.

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Sixty-eight percent of iPads purchased on Black Friday were purchased as gifts. 47% of them, as a gift for someone within the same household.

 

 

 

More than half of iPad shoppers (57%) already own other non-iPad tablets. This suggests that tablets are being used more BlackFriday2015_TabletOwnership@2x (1)exclusively by different members of the household and might also be used for different functions (e.g., news and browsing versus games and streaming videos).

Or, perhaps having an additional iPad in the home will give mom and dad more quiet time while the iPad plays babysitter?

 

 
About the Data
These insights were powered by InfoScout’s ability to trigger real-time surveys based on observed shopping behavior. The data in this article was sourced from a survey completed by 255 of our 300,000 active panelists, triggered on Saturday, 11/28/2015 to a random subset of shoppers who made iPad purchases on Black Friday.

InfoScout’s 2015 Gift Guide: What to get for Mom, Dad & the Kids

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Don’t you love that squeal of joy when your loved one unwraps the ultimate gift on their wish list? Then make sure you buy the must-have items of the season! Every year manufacturers and retailers try to predict the top sellers for each holiday in an effort to have what people want. But what are parents and spouses actually purchasing this holiday season?

At InfoScout, we crunched data from over one-million holiday shopping trips to bring you a few ideas on what to get your family members this Christmas.

For the kids, we looked at toy sales (both in-store and online) so far this season. As expected we see Hot Wheels and Nerf guns at the top of the list, with Disney items rounding out the mix. But who would have predicted the surge in board game sales–as in, family time? It’s a return to the Gen-Xer’s childhood, with board games a’plenty, including Chutes and Ladders, Connect 4, and Trouble (with a Despicable Me twist!) all making it onto the hottest toys purchased list. And let’s not forget PLAY-DOH! Just don’t eat it, kids.

For Mom, we looked at individual-level insights into what the Dads (adult males with children living at home) have been
purchasing in the past 4 weeks. At the most affordable price point, we can see that Adele’s new album will stuff more than a few stockings. In the mid-tier, Dad’s laziness shows a little with Amazon gift cards being the most common gift (not that Mom is going to complain about that). At a price-point of $250 and above we found HP’s 15-inch laptop which has proven to be a hit since Black Friday.

 

For Dad, we reversed the genders of the previous table, and looked at what females with children at home have been purchasing in the last 4 weeks. At the most affordable price point, we find a Nascar-themed collector’s pocket knife, followed by more gift cards, but this time to home improvement store Home Depot (a clear signal to start checking items off the “Honey-Do” list). At the most expensive price point, we found the PS4, the hottest console this past Black Friday, and one that will surely make Dads (and kids) all around the US, very happy.

 

About the Data
More than 300,000 Americans snap pictures of their everyday shopping receipts via InfoScout’s mobile apps: Shoparoo, Receipt Hog and Receipt Lottery. More than 1,000,000 receipts reported from shopping trips in the last 4 weeks were analyzed to support the insights above. For further information, please contact press@infoscoutinc.com.

Forget Showrooming, Webroomers spent more this Black Friday

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What is “Webrooming” exactly? In simple terms, it’s shopping online before buying in the store. In realistic terms, it’s simply another tool in an “informed” shoppers arsenal. A strategy to navigate the chaos that can only be found on the busiest shopping days of the year. After all, “browsing” in a big toy store with a herd of other parents trying to get the hottest toy and best deal doesn’t seem at all possible. So shoppers might want to have a plan.

 

But how does Webrooming impact the retailer-shopper interaction? InfoScout analyzed almost 300,000 receipts from shoppers who purchased items on Black Friday. Over 500 shoppers who made at least one purchase from a key retailer during this period completed a mobile survey to determine how webrooming impacted their shopping experience.

 

I mean, how many shoppers are really webrooming anyway? Webroomers were a slight majority in this group of holiday shoppers, with 51% stating they were looking online before visiting the actual store. The highest percentage of Webroomers made a purchase in Target (63%) or Toys R Us (62%). By contrast, slightly less than 35% of the shoppers surveyed reported Showrooming, which is the act of browsing products in store before buying them online. That’s right, Webrooming is actually more common than Showrooming.

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When are these Webroomers searching online? The majority (63%) are online looking 12 hours or less before their in-store visit. And another 17% are online while they are in the physical store location.

 

What exactly did Webroomers look at while they were online? Black Friday specials, of course!! 74% were online looking at Black Friday specials. But check out the shoppers who made a purchase in Toys R Us!! 80% of these shoppers were comparing prices to other retailers before their in-store trip – that’s almost double the shoppers for any other retailer. Top websites Toys R Us shoppers were comparing? toysrus.com (80%), walmart.com (56%), target.com (60%), and amazon.com (52%).

 

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So can retailers really benefit from Webrooming? Webrooming seems like a win-win for both shoppers and retailers. Compared to shoppers who didn’t spend time online before going to the store, Webroomers were more tactical in their approach – visiting a fewer number of stores but spending more overall.

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It’s important to note that with an ever growing group of digitally armed – saving savvy shoppers, retailers will be forced to implement marketing plans that are smart, releavant, flawless, and above all perfectly timed. The retailer must be able to easily provide shoppers with the basics (price, product, promotion, and place) thereby allowing the shopper to feel confident in knowing they made the right plan.

 

While Black Friday sales might have been disappointing for many retailers and many didn’t even shop on Black Friday, there is still time to woo shoppers in December as they look to complete their holiday shopping.

 

About the Data:

These insights were powered by InfoScout’s ability to trigger real-time surveys based on observed shopping behavior. The data in this article was sourced from a survey completed by 500 of our 300,000 active panelists, triggered on Tuesday, 12/1/2015 to shoppers who made Black Friday purchases in 2015 (11/26/2015).

Black Friday: How Much is Being the ‘First Stop’ Worth to a Retailer?

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Shoppers who braved the cold this Black Friday had a choice to make: Where to shop first?

We analyzed the results and effects of this decision by looking at receipt data from almost 300,000 shopping trips captured by InfoScout on Black Friday. By referencing the exact date and time listed on each receipt, we were able to piece together a shopping trip timeline for each person. It looks like Black Friday deals were good enough to keep shoppers moving, with 74% visiting more than one store during the period.

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With so many retailers choosing to pull Black Friday into Turkey Day, we wondered what it’s worth to be the first stop? If you’re Walmart, it’s $32. Shoppers who went to Walmart first spent an average of $68, while shoppers who went to Walmart after visiting another retailer spent only $36—quite a difference!

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It’s not only Walmart that was hurt by not being first; almost every retailer does better when they are the first visit. Many of the shoppers who went to Walmart after another store arrived after stopping at Target or Kohl’s.

 

 

 

 

BlackFriday2015_WalmartShareSwiped@2xWhile the retailers above were able to convince shoppers to come there first, they didn’t hurt Walmart’s basket as much as the retailers to the left. Many of these retailers heavily promoted their Black Friday special deals (e.g., 50% off store-wide at Old Navy and free coffee and donuts at Fred Meyer’s). In terms of gaining the coveted “first stop,” their promotions appear to have worked.

 

About the Data
More than 300,000 Americans snap pictures of their everyday shopping receipts via InfoScout’s mobile apps: Shoparoo, Receipt Hog and Receipt Lottery. The first 270,000 receipts reported on Thanksgiving night and Black Friday were analyzed to provide a quick read on this year’s trip circuits by shoppers nationwide.

Games Trump Console Sales this Black Friday

Given existing gaming consoles have been available on the shelf for over two years, it should be of no surprise that consoles took a back seat to game sales this Black Friday season.  Once again, when consoles did sell retailers offered game+console bundle deals to lure consumers. The top console bundle pick this year was the Xbox One 500gb with Gears of War, which Target discounted to $299 (down from $350) and threw in a $60 gift card.

While not a top dollar mover, game memberships were popular this season thanks to major discounts from brick & mortar retailers – Walmart offered a 3 month membership to Xbox Live for $12.50 (down from $25) and PlayStation Plus for $10 (down from $18).

Black Friday Gaming Consoles Market Share

 

The recent release of Call of Duty: Black Ops 3 made it a hot ticket on Friday, capturing almost 10% of all game dollars. Walmart helped its cause by slashing the PS4 & Xbox game to $49 (down from $59) and Xbox 360 game for $29 (down from $49).

Black Friday 2015 Top Games

 

Update – 2015-11-30

Due to popular demand, we’ve augmented the post to include a breakdown by major gaming console.

At Target and Walmart, the Xbox One + Gears of War bundle barely outsold its rival PS4 + Uncharted Bundle. Yet, strong PS4 sales at Amazon.com and other retailers were enough to edge out the Xbox One for top sales this Black Friday season.

 

Console Sales Breakdown

 

 

About the Data

More than 300,000 Americans snap pictures of their everyday shopping receipts via InfoScout’s mobile apps: Shoparoo, Receipt Hog and Receipt Lottery. The first 250,000 receipts reported from shopping trips on Thanksgiving night and Black Friday were analyzed to support the real-time insights above. For further information, please contact press@infoscoutinc.com.

Why Some Shoppers are Opting Out of Black Friday This Year

 

With our early reading showing a sales decline in stores this Black Friday, we wanted to understand why some shoppers chose to stay home this year after braving the Black Friday mayhem in 2014.

We scoured our database of shopping trips from our consumer panel of over 300,000 Americans to isolate people who shopped on Black Friday in 2014 but failed to make any Black Friday trips in 2015. While this group of “defectors” may have had the patience last year, over 40% decided the crowds and lines were just too much this year.


Why stayed
Defectors

We also looked at which retailers these Black Friday defectors felt compelled to shop last year to understand who’s losing out on their Black Friday $’s in 2015 and found out that Walmart, Target, Costco and Sam’s Club lost the most and may be responsible for the negative shopping experiences that drove them to sit on the sidelines this year.

 

So, this begs the question. If they’re not shopping on Black Friday, when do they plan on doing their holiday shopping? It turns out about half plan to do more online gift buying than last year, and specifically, 32% are looking forward to shopping online tomorrow during Cyber Monday.

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Here at InfoScout, we’ll continue to monitor on and offline shopping trips throughout the season, but the early signal is clear. Black Friday’s importance continues to wane as the holiday deal landscape becomes more fragmented and digital.

 

About the Data

These insights were powered by InfoScout’s ability to trigger real-time surveys based on observed shopping behavior. The data in this article was sourced from a survey completed by 101 of our 300,000 active panelists, triggered on Saturday, 11/28/2015 to shoppers who made Black Friday purchases in 2014 but did not shop on Black Friday 2015 (11/27/2015).