Global retail analytics leader Retail Solutions Inc. (RSi), Mountain View, Calif., introduced the new shopper marketing optimization (SMO), a solution that helps consumer packaged goods (CPG) shopper marketing teams plan, execute and measure events in an end-to-end workflow solution. The SMO solution will be delivered in partnership with Retail Marketing International (rmi), the London-based provider of BASE software, the end-to-end technology platform powering shopper marketing activities worldwide.
"We believe this solution is being released at a critical moment for the industry," says David Harker, vice president and general manager, shopper marketing at RSi. "With an increasingly complex path to purchase, shopper marketing is the fastest growing investment choice in CPG, yet marketers are struggling to understand where lift really comes from and how to ensure they invest on the most relevant tactics. RSi's SMO solution provides the fact base and the platform to answer both questions and put marketers strongly in control."
RSi's SMO offering will help CPG shopper marketers understand and monitor shopper marketing budget and its effectiveness. Its four modules provide a technology foundation for both strategic and day-to-day implementation activities:
- Targeting investment against target shoppers by geography, retailer and media tactic.
- Planning campaigns by laying down a media plan by retailer, category, brand, campaign, event and media tactic, while continually monitoring vs. budget.
- Delivering campaigns flawlessly by enabling efficient delivery of all the agreed activities on time, on budget and in line with plan.
- Measuring and optimizing results automatically for every event at the event level while building a repository of results over time to inform future investment choices based on expected return.
"This solution is a great extension to our CPG and retailer-focused suite," adds Jon Golovin, chairman and CEO, RSi. "Last year, we promised the industry an answer to the digital marketing ROI question, and we proved our approach works with over 275 campaigns across 13 retailers and every significant category with the top 45 CPG companies. This year, we extend our reach to in-store and out-of-store physical events, to give marketing and finance executives an unrivaled understanding of marketing effectiveness."