Sept. 12, 2011
RockTenn and BVI Networks, Inc., have announced the opening of the first large format ShopperGauge Retail Learning Lab at Family Dollar Stores. The goal is to provide a state-of-the-art "learning laboratory" in a set of real stores where Family Dollar and its suppliers can test designs, displays and promotions with customers, ultimately improving the in-store shopper experience.
The 20-store testing environment is the first of its kind in the retail industry, making Family Dollar a leader in utilizing advanced shopper analytics technology and bringing the opportunity to use the technology to the company's supplier community.
The ShopperGauge in-store behavior monitoring system utilizes video and advanced analytics to automate the process of collecting and analyzing shopper behavior in real-time as shoppers move about the store, naturally interacting with brand messaging and displays. The system then generates quantifiable metrics showing how many shoppers visited each location and which brands were most effective in engaging and converting them to purchase.
This granularity of data has never before been available on the scale that ShopperGauge technology now allows. Suppliers can have visibility into the in-store behaviors of thousands of shoppers a day in real Family Dollar stores.
"Family Dollar is committed to providing the best in-store shopping environment to our customers," said Don Hamblen, Family Dollar SVP, customer marketing. "We are always looking for ways to better understand how to meet their needs, and design our stores accordingly. The ShopperGauge Learning Lab will provide us with instant access to shopper insights, allowing us to incorporate the voice of the customer into our in-store merchandise and marketing decisions. In addition, our supplier partners can work with us to measure the impact of their merchandising with the Family Dollar shopper."
The ShopperGauge system was introduced in 2010 and has been live tested in several retailers to prove its viability to generate accurate data. Major blue chip consumer products brands have participated in the testing and have lauded the results, according to the company.