tenthavenue’s S2B launches BuyPoint in partnership with InfoScout


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.

America Loves ‘Click and Collect’



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


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.

InfoScout clients named Category Captains by Progressive Grocer Magazine


The InfoScout team extends a hearty congratulations to our clients and partners who were recently recognized as the 2015 Category Captains by Progressive Grocer. In its 19th year, this award honors CPG companies for “category management prowess, demonstrated through their partnerships with grocery retailers.”


InfoScout clients Abbott Nutrition, Anheuser-Busch, General Mills, Unilever, and Procter & Gamble each received the highest award of “Category Captain,” with Coca-Cola also receiving accolades as a “Category Advisor.” We’re honored to work alongside these industry leaders!


As Progressive Grocer notes, “the concept of category management is undergoing a historic transformation. The cutting-edge concepts that emerged some 20 years ago are being rewritten to take better advantage of the advancements in data collecting, technology and shopper marketing that have emerged in the past two decades.” Through our massive purchase panel and our InfoScout Insights™ platform, we are proud to support the innovative companies spearheading this transformation.


Here is the breakdown of the Category Captain awards winners:


Learn more about each winner and the reasons that got them the title in Progressive Grocer’s November 2015 issue.

Shoppers Have Already Made Gift Purchases Ahead of Black Friday

Yesterday, we asked our panelists how they are preparing their holiday gift shopping, going into what is undoubtedly the most important shopping event of the year: Black Friday.

To our surprise, the majority (66%) answered that they’ve already bought their first gift. Only (12.8%) say that they’ll be buying their first gifts of the season during Black Friday Weekend.

A factor at play here might be the fact that every year, special sales events happen before Black Friday, like Sam’s Club pre-Black Friday sale last weekend.

What type of gifts are shoppers getting this early in the season, and for whom? Over half of those gift purchases (53%) were considered the primary gift for the recipient. So these early buyers aren’t just accumulating stocking suffers, they’ve already knocked off some of the most significant items on their list, Of those recipients, 56% were children and 44% adults.

Also of note is that 46% of those early gift purchases made by our panelists were made online. This is a noticeably high number when compared to the normal ratio that online sales have against brick & mortar stores, which either indicates that early holiday shoppers tend to shop online, or that online retailers are in for a very healthy 2015 holiday season.


About the data:

The insights for this writing are powered by a pre-Black Friday survey completed on November 17, 2015 by 250 of our over 300,000 active panelists. To find out more about this shopping season, stay tuned for our real-time coverage of Black Friday and Cyber Monday.

Press contact for additional insights or data to support custom stories: CJ Acosta cjacosta@infoscoutinc.com

Client contact for real-time insights throughout the holiday shopping season: Ben Ahn ben@infoscoutinc.com

Samsung, PS4 and iPad Win with Consumers at Sam’s Club pre-Black Friday Sale

On Saturday, November 14th, Sam’s Club held its first sale of the holiday shopping season. An early ‘leak‘ of the day’s deals had delighted shoppers taking to online forums to debate which ones were the best. With 4,272 Sam’s Club shopping receipts from Saturday’s sale submitted to InfoScout through our nationally representative panel of over 300,000 Americans, we decided to tally the votes based on which deals shoppers actually bought.



The most outstanding performance goes to Samsung which sold 1.5-times as many TV’s as its nearest competitor: Vizio. Samsung led the charge with a ‘sound bar bundle’ that seemed to resonate a lot with consumers. We’ve previously seen the effectiveness of this ‘bundling’ technique being used for game console sales.


Speaking of bundles and games, the PlayStation 4 bundle with the ‘Uncharted: The Nathan Series Collection’ game sold more than three times as many consoles as the Xbox One bundle which included an extra controller.


Apple’s iPad Air 2 edged HP Notebooks by a 3-to-2 margin within the converging category of laptops and tablets. The iPad Mini, by contrast, barely even registered in comparison.


The real winner here was Sam’s Club which saw a significant increase in shopping trips and gained a 4% in its share of wallet among known Sam’s Club shoppers when compared to the same Saturday one-year ago. To find out if Sam’s Club just shifted sales a bit earlier in the season versus actually increasing their overall share of the Christmas shopping season, stay tuned for our real-time coverage of Black Friday and Cyber Monday.

Press contact for additional insights or data to support custom stories: CJ Acosta cjacosta@infoscoutinc.com

Client contact for real-time insights throughout the holiday shopping season: Ben Ahn ben@infoscoutinc.com

100 Million Shopping Trips and Counting



ORLANDO, FL – November 4th, 2015 – InfoScout announced today at THE Market Research Event that it has processed 100,000,000 shopping receipts submitted by consumers using the company’s portfolio of mobile apps.


“When we launched our first app in 2012, our goal was to leverage the full benefits of smartphones to rethink what a consumer purchase panel should be like in the 21st century,” said Jon Brelig, co-founder and CTO. “By developing a portfolio of apps that engage diverse types of people with unique experiences, we’ve been able to quickly build the largest and most representative panel in America.”


InfoScout now processes more than 300,000 shopping trips per day across all retailers, in-store and online – more than legacy panel providers capture in an entire month. In addition, the company will soon surpass 100,000 yearlong ‘static’ panelists – 50% more than their nearest competitor.


“In the two-years I’ve been working with InfoScout, I’ve been impressed by their rapid growth – not only in their panel size, but also in the number of clients whose brands they help grow,” said Joan Lewis, Procter & Gamble’s recently retired SVP of Consumer and Market Knowledge. “In my nearly 30 years in the insights industry, InfoScout has brought the most innovative solutions and fastest growth in individual-level insights.”


In the last year, InfoScout has added more than 50 retailer and consumer goods clients leveraging its InfoScout Insights™ analytics platform, consulting services, and in-the-moment triggered surveys to derive deeper shopper and consumer insights.


According to Jared Schrieber, InfoScout’s co-founder and CEO,

“It’s no coincidence that our 100-millionth receipt was an e-receipt from Amazon.com, of a digital format book, about a sci-fi future, sold for ‘free’ through a Prime subscription. Retail is changing rapidly and this receipt is indicative of the macro-waves we are riding to disrupt a monopolized industry that’s sought profits over progress for far too long.”


As part of this milestone, the team dug into the 100,000,000 receipts and found some intriguing metrics. Here is a sample of them:

Shopper Insights vs. Consumer Insights – The Difference



If you work in any of these functions, you get asked A LOT (by colleagues, family, friends, etc.) what the difference is between the similarly named roles. We thought it might be helpful for you to have a quick link to answer their questions, and provide some context.

The most basic and simple difference between Shopper Insights and Consumer Insights is the subject of study: the ‘shopper’ or the ‘consumer’.


When you are at the supermarket choosing which steak to buy, and how much of it you want, you are in ‘shopping mode’. When at home grilling that same steak on a sunny Sunday afternoon, beer in hand, you are in ‘consumption mode’. At InfoScout, we see people throughout the path-to-purchase in both roles. Based on the questions we answer for our clients, we find ourselves well positioned to offer three of the biggest differences between these functions in the CPG industry:

  1. “In the store” vs. “In the wild”

Shopper Insights cares about what happens in the store and anything immediately related to it.  Somewhat of a ‘shopping experience’ measurement. They want to know on ‘what’, ‘how’ and ‘when’ people spend their money. Did the shopper go to several retailers in the shopping trip? Were they exposed to a circular publication before going into the store? Did they use a coupon? This knowledge allows them to work hand in hand with retailers and even other manufacturers to motivate shoppers and grow their product category.

Consumer Insights, on the other hand, is focused more on the ‘brand experience’, no matter where it happens. Regardless of where and how the person gets product, they want to know how the brand is perceived, what emotions it evokes and the need states that it fulfills. These data fuels initiatives like product innovations and changes in how the brand markets itself. These types of insights help marketers make better decisions on subjects like where to spend their advertising money and what product to launch next.


  1. Sales Focus vs. Human Focus

Shopper Insights roles are often tied to a company’s sales structure. The practice of Shopper Marketing was born when marketers learned a few decades ago that consumers can be influenced when they are in the process of shopping through materials like flyers, signage and displays in the store.

In contrast, Consumer Insights cares about what human beings are doing as a whole. The trends and insights beyond the purchase decision. Brands teams need consumer insights that enable them to create products and messaging aligned with consumer needs.


  1. Pushes Product vs. Pulls Product

Shopper Insights gives the team the tools for “pushing” more products into the hands of shoppers. This can be done by leveraging shopper marketing initiatives like product co-promotions and discounts. The idea is to make their products the one a shopper wants to get because it is a “better deal” (note: not necessarily because of price). A good example would be a “buy 2 get 1” chocolate bar promotion. Shopper Insights focuses on finding what delights the ‘person who buys’ and how to get them to buy more.

Consumer Insights professionals help the company figure out how the consumer thinks and what motivates them to go for a brand or product. Their goal is to compel consumers to look for the product and “pull” it from the store. Get them to want it because of an ad they saw or because a friend recommended it.



We hope that this write-up helps your friends and colleagues understand the nuances of your trade. Have any suggestions or additions to the points we’ve made? Reach out to us and we will be more than happy to include them and make it even easier for everyone to grasp what you do.

American Beer: What is Craft Beer?

The second in a series where InfoScout dives into beer purchase data. In the first article we focused on how Millennials are changing the industry. In this one we look into what shoppers conceive as ‘craft beer’.




In the first article of this series we discovered how the times are a-changin’ for the consumption of beer in this country. The Millenial generation seems to be shifting the country’s taste from mainstream lagers to more complex and robust craft beers. But the data from those lapsed shoppers showed that it was mostly Blue Moon, Leinenkugel’s and Shock Top picking up the slack. All of these craft brands belong to either Anheuser-Busch InBev or MillerCoors. Although these ‘craft’ beers may taste far different than their ‘premium’ counterparts, they are still owned (and often manufactured) by the very companies that Millennials seemingly eschew.


Mainstream lagers have long dominated the market since the repeal of Prohibition. Fueled by an aftershock of the Temperance movement, Americans became complacent with lighter flavored lagers for decades. However, the 1990s brought small-batch ‘craft’ alternatives to the market, which featured more pronounced flavors. Premium beer manufacturers took note. They knew they couldn’t change their existing lighter tasting beers without alienating older, loyal generations. Instead, they started secretly buying or manufacturing their own craft beers, capturing a younger segment of the market not content with drinking what they consider to be less than full-flavored.


But we are left with a very important question: What constitutes ‘craft beer’? Is it the size of the brewer? Is it the taste of the beer?


We hypothesized that consumers might not be paying attention to the size of the operation as much as the taste of the beer itself. The only way to test this hypothesis is to directly ask consumers what they think, and our trigger survey capabilities allowed us to do just that.


First, we assessed the degree to which a beer’s popularity and a beer’s parent company matters when it comes to craft beer. Consumers indicated that these factors were only of middling importance; just 7% and 11% (respectively) indicated that these factors are very important.


Shopper Opinion On the Label


But when asked about flavor and ingredients, we observed a stark contrast. Consumers feel that taste and ingredients are of paramount importance when it comes to making up a craft brew with these factors getting an 81% and a 31% percent respectively.


Shopper Opinion In the Bottle


Blue Moon provides an illuminating example into the situation at hand. It is a Belgian white beer manufactured by MillerCoors, and it is marketed as a craft beer due to its taste and ingredients, which include coriander and orange peel. Some brewers disagree, however, about whether Blue Moon can be labeled as ‘craft’ when it is brewed by such a massive institution. These brewers have brought a class-action lawsuit against MillerCoors, claiming the company uses deceptive marketing tactics to persuade consumers to buy what they would deem to be ‘inauthentic craft’.In general, most people placed very little importance on the size of the breweries or parent company. This works in favor for big beer conglomerates who don’t want their huge business size to be seen as hindrance for being crafty.


But it also works in favor of small time brewers who can let their products do the talking without the need for big brand budgets. Curiously enough, when measuring “brand strength” among the craft beer brands, we introduced our very own (and very non-existent) brand of craft beer: “Concentric Brewing” which managed to get “recognized” by 18% of survey participants as “Definitely Craft” (up there with Guiness and Lagunitas):




As startup people we can’t agree enough with craft beer shoppers: A carefully crafted product makes all the difference.


Want to learn more about what we are crafting at InfoScout that makes it easy to produce insights like these? Get in touch!