VideoMining Corp., the leading provider of in-store intelligence for retailers and consumer packaged goods manufacturers, has released more than 200 “Category Benchmark” reports from its recently completed Center Store MegaStudy.
The MegaStudy is part of an ongoing Grocery Shopper Insights (GSI) program in collaboration with 10 leading supermarket chains. The GSI program uses VideoMining’s breakthrough in-store measurement platform in a carefully selected panel of stores. The in-store behavior data from millions of grocery trips, integrated with transaction data, provides unprecedented visibility into the path-to-purchase of grocery shoppers and factors that impact purchase decisions.
The initial results from the MegaStudy at the aggregate department level were shared recently with participating retailers, generating strong interest from them in learning more about individual categories.
“The Benchmark Reports will provide an easy-to-use, affordable way for manufacturers to access the landmark study for insights that are immediately actionable,” said Jeff Friedlaender, president of Shopper Research at VideoMining.
Each report uses powerful new shopper metrics along the “path to purchase” and “moments of truth” to help in understanding a specific aspect of the category shopping process. The reports also use new productivity measures that focus on actionable shopper-centered measures for improving category performance. Sample insights from the report include shopper leakage, size of opportunity, value of traffic and shoppers to the category, as well as shelf productivity.
“We believe these reports provide a foundational understanding of the category shopping process and can serve as a basis for systematic optimization of the shelf and promotions,” said Rajeev Sharma, founder and CEO of VideoMining.