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Leveraging Your POS Marketing Data with POS Business Intelligence

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Leveraging Your Point-of-Sale (POS) Marketing Data with POS Business Intelligence

Since 2005, OnTrak has been at the leading edge of providing Point-of-Sale (POS) Marketing data collection solutions to beer, wine and spirits distributors. Often this information is referred to as POS Business Intelligence.

OnTrak’s products help beverage companies define and implement POS marketing best practices by using the data that is collected by our systems. This information helps our customers understand the POS characteristics that turn shoppers into buyers.

Over the past year we’ve had the opportunity to speak with literally hundreds of people in the alcohol beverage industry. We have listened to executives and managers from companies ranging in size from under $100 million to nearly $4 billion in revenue.

Almost every general manager or owner we spoke to told us:

• They do have a significant challenge with POS Marketing management

• They are feeling the pain of increasing costs with no clear understanding of what value they are getting back from the POS Marketing investment

• They don’t have the data available that allows them to make better decisions in the POS Marketing life-cycle - Ordering, production, placement and bill-back recovery

If you’re a sales or marketing executive who works for a company that either produces your own POS marketing materials, or outsources the production of these materials to a third party, the admission – that you do not know what POS works and what doesn’t – should send chills down your spine .

It’s usually at this point that these companies find OnTrak, or we find them.

After an initial conversation, these managers and executives ask if they can see a demonstration of our solutions. Once the demo is completed, (typically in less than an hour) these executives understand a few key points:

• What Our Solutions Do – Track, measure and manage POS marketing campaigns and materials including custom and permanent signs, beverage menus and beverage samples

• The Value Our Solutions Deliver – Automated print shop management, consistent cost management, improved supplier bill-back recovery, secure inventory control, and detailed reporting and analysis tools to provide the data necessary to achieve better business results

• The Cost of a Solution – Our software costs from $9.00 - $12.00 per user per month on a subscription basis. The more users, or the more products, the lower the price per user

• The Products Pay for Themselves in Months – Better decision making, increased sales, improved cash flow from allowances, and reduced graphics department costs means a rapid ROI

Learn about how two of our customers leverage their POS Marketing Data:

To schedule a product demonstration, please click here:

Measuring the Impact of Point-of-Sale Marketing - The Holy Grail

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Measuring the Impact of Point-of-Sale (POS) Marketing: The Holy Grail

A prospective OnTrak customer said to me recently, “I don’t believe the impact of POS can be measured, so why should I adopt a system that claims to be able to tell me what graphics and messages are the most effective?”

He continued, “I know I have to produce and place a ton of POS materials, but the main reason I do that is to prevent my competitors from dominating the retail space with their signs and messages.”

In prior blogs, we’ve discussed a number of opposing views on POS Marketing:

1. POS marketing is defensive - to prevent the competition from dominating the retail “white space” with their graphics and message
2. POS Marketing must be an offensive weapon - to inform, influence and convert shoppers to buyers

Our view is that POS marketing materials do influence buying behavior – usually very positively.

If you believe the current Industry thinking  - more than 70% of buying decisions are made by shoppers while they are in the store - you might be more willing to accept that tracking and measuring produces data that shows the actual performance of your at-retail marketing campaigns.  Armed with this information, you would be able to determine which graphic displays and messages were most effective in converting shoppers into buyers.

On the other hand, if you believe that buying decisions are primarily made because of pre-store marketing, then no amount research and results to the contrary will convince you to find merit in a product that helps track, measure and manage marketing at-retail campaigns.

Regarding our prospective customer’s doubts, they are understandable. His beliefs are based on his experiences. Until recently, the marketing data that could be used to measure the performance of at-retail campaigns was generally unavailable, very expensive to acquire or hard to come by.

Today, there are numerous resources which confirm that at-retail marketing is very effective in converting shoppers to buyers. Evidence supporting this conclusion has recently increased considerably thanks to the efforts of organizations like POPAI (Point of Purchase Association International) that collect and compile news stories, articles and research, and then make them readily available on their website.

In addition, there are now powerful, on-line tools that can help, not only determine the impact of point-of-sale marketing campaigns on sales, but also compare the cost of the point-of-sale campaigns versus the incremental sales generated. These web-based systems calculate the return-on-investment (ROI) for these same POS marketing initiatives.

The Result

Once you know the most effective displays, signs or placement, and the most effective message, you can begin to focus your marketing budget for the greatest impact. With complete POS life-cycle tracking and cost reporting, distributors now have all the data they need to receive the maximum, allowable bill-back recovery from their suppliers.

I guess my next step is to introduce our prospective customer to POPAI’s website so that he can tap into nearly 75 years of at-retail marketing experience. 

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Congratulations to POPAI on their 75^th Anniversary.

I invite you to take some time to check out the wealth of marketing at-retail information at the following link:

www.popai.com/media-news/publications/impulse-past-issues

And also I invite you to click here to learn more about OnTrak’s Point-of-Sale Marketing Management Solutions.

Point-of-Sale Marketing – You don’t need a PhD, but it could help.

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Point-of-Sale Marketing Management – You don’t need a PhD, but it could help.

I suspect very few readers of our Marketing at-Retail blog have PhD’s.

But there are countless PhD’s who spend their talents and time researching Marketing at-Retail related topics like Point-of-Purchase or Point-of-Sale Marketing, Shopper Marketing and Trade Promotions.

Other than on the job training, where do they learn it? Are there any universities that teach it?

Universities

Well here’s a few we found:

• Indiana University’s Kelley School of Business
• University of Tennessee
• University of Pittsburgh
• Ohio University
• New York University
• University of Milan School of Economics
• University of Venice School of Economics

Plus many others who are very active in research and education regarding Point-of-Sale and Shopper Marketing.

Projects

And here’s some of their Marketing at-Retail projects:

• Developing new at-retail research technologies, including electronic interviewing methods, and video tracking technologies
• Investigating how shoppers interact with various retailing approaches, technologies and POS types, including optimizing traditional and digital signage, product placement, displays, kiosks, and mobile devices
• Measuring the influence of the retail context, including aisle, shelf and overall store layout, product organization, merchandising, signage and displays, on shopping behavior

Courses

I was also able to find – via Google – a vast array of college level courses devoted to the study of Marketing at-Retail.  Here’s a sample:

Managing Sales Promotion

• The strategic use of retail promotion: the interaction and integration of retail sales promotion with advertising, distribution, and price; target shoppers and objectives for sales promotion; interactions among trade, retail, and shopper sales promotion
• Research and testing retail sales promotion programs

Influencing Buyer Behavior: Retail Merchandising–Promotional Strategy

• Provides a broad understanding of the ways in which products can be promoted within the retail environment. Emphasis is on practical application. Incorporates factors influencing retail promotional planning such as communication theory, retail store image, target shoppers, and competitive marketplace stance with the promotional mix components
• Research approaches focusing on the behavior of the shopper in the market place

Publications

In addition to these college level courses, I was able to find numerous traditional and web publications including case studies and white papers going back to 1994 some using yet another term,  “In-Store Marketing.”

What’s the Point?

The study, publication and teaching about point-of-sale marketing and its influence on shoppers has exploded over a nearly twenty-year period. One of the reasons for POS/POP Marketing becoming a course of study in higher education is that at-retail information has the greatest influence on the final purchasing decisions for most consumer packaged goods – beverages, cosmetics, electronics, sporting goods and many more.  We may have reached a point where traditional media (TV, Print, etc) has dropped out of the top 3 in terms of shopper influence.

PS You don’t need a PhD to learn more about OnTrak.

Click here:

The Power of Beverage Sampling - See It, Sample It, Buy It

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The Power of Beverage Sampling - See It, Sample It, Buy It

Recently I stopped in to my local Kroger’s to pick up some Yuengling Lager. When I got to the beer section I noticed a tower-display of a new beer, Bud Light Platinum. I picked up a $5.99 six-pack and forgot about Yuengling.

For $5.99, I was willing to take a risk because the worst that would happen is that Platinum would be just another repackaging of Bud Light. In other words, for a brand I knew, at a price that was within my expectations, I was willing to take the risk and buy it without knowing anything about it. 

On the other hand, I am unlikely to buy an untried $20 bottle of wine without someone recommending it, or reading about it in a wine-related publication, or sampling it myself.

Sampling has become the best way to sell more consumer packaged goods (CPG), like wine. If you’re a wine supplier, you want to make certain that your customers (the distributors), and their customers (the retailers), and their customers (the consumers), perceive a relatively low risk in purchasing your product.

Reducing the Risk

Sampling is an excellent way to reduce a customer’s perception of risk; and suppliers, distributors and retailers alike have come to realize this.

In response, Friday night in-store tastings have given way to “Wet Wednesday“ samplings, and “Thirsty Thursday” tastings, where shoppers can taste to their heart’s content for 25 cents a glass – with plentiful, free hors d'oeuvres.

Our customers, the wine distributors, sample their retailers to convince the store’s wine buyer to pick up the new “hot” wine. They say, “A taste is worth a thousand words – or multiple media buys.” In short, a sample is better than even the slickest ad in Wine Spectator.

The explosion of the number of new beverages in general, and the new flavored and function waters specifically, has also been a reason that the water category has turned to sampling as a way to increase sales. Shoppers, given an ever growing number of options from which to choose, are unlikely to risk their money on something they haven’t tried (or tasted) – especially if they’ve never heard of it before.

I was willing to try Bud Light Platinum because of several factors:

• The location in the aisle of the Point-of-sale display (POS placement)
• The sexy dark-blue, barely transparent glass bottle (POS attractiveness)
• The price (within my expectations) and
• The brand (Bud).

Without the name Bud, the risk would have been higher, despite the placement and attractiveness of the POS display. And without the known brand name, the price would have needed to be lower, or I would have had to sample it.

The Shift to Sampling

Clearly the marketing of many products – especially beverages – has shifted away from traditional advertising, and moved to a mix of POS signage and displays and sampling.

If you are a manufacturer or distributor of consumer goods, you may already know the value of sampling in increasing brand awareness and product sales. But before you spend a lot more  money in this area, consider the following:

>> Do you have the tools in place to track, measure and manage your product sampling activities, and correlate these activities to sales results?

Click here to learn more about our Product Sampling Software:

Beer Business Daily Predictions – The Impact on POS Marketing

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Beer Business Daily Predictions for 2012 – The Impact on POS Marketing

In a recent edition of Beer Business Daily, Harry Schuhmacher discusses “What’s in Store for 2012?” While primarily focused on the beer industry, Schuhmacher’s predictions for 2012 have relevance to a much broader audience. So whether you’re a beer, wine or spirits distributor or a supplier, there’s much here to learn.

Schuhmacher predicts:

• The economy will improve in 2012.
• Unemployment will fall below 8%, and when that milestone is reached there will be an increase in demand for domestic premium beer.
• Prices will increase 2.5%, but as unemployment decreases, there should be an increase in demand for virtually all beverages and consumer packaged goods. 
• An “unprecedented” increase in both the number of new packages and brands from the big brewers. 2012 will usher in a myriad of new packages and products and there will be more choices than ever. 
• A-B and MC will be “actively courting craft brewers while also coming out with extensions of their craft brands.” Also “2012 will be the year of cider.”  
• Additionally – and this is the one that really caught our attention  – “A-B will accelerate efforts to source cash from wholesalers through pushing costs down to them (like truck decals, printing POS, and freight).”

Our Customer’s Perspective

In 2011, the president of one of our customers, a mid-sized A-B distributor, told us that A-B was “pushing more and more cost items down to them – like printed POS.” Schuhmacher’s prediction was coming true before he actually made it!

According to our customer, “OnTrak’s product, SignTrak, started out as a software application that helped us manage our sign shop work flow; but today SignTrak has become a tool to manage cash flow.”

So Schuhmacher’s predictions confirm our customer’s reality: More SKU’s, more and more pressure both from the suppliers and from the wholesalers’ themselves, to add brands.

OnTrak’s Perspective

From where we stand, all this predicted growth is music to our ears. As we all know, POS Marketing works. It’s the best way to take primary promotional initiatives directly to the shopper, especially in a tight but improving economy. POS turns shoppers into buyers.

To us this means there will be an even greater requirement for a POS tracking and management system.  Such a POS software tool allows a company not only to automate print shop operations but also achieve consistent cost management.  

With detailed analysis and reporting tools a company can obtain accurate business information, make better decisions and improve sales results. Armed with all this data distributors can demonstrate to suppliers the support that was provided for their brands and products, and accurately claim available marketing support dollars. 

Oh, Schuhmacher also predicts that “roughly 50%” of his predictions will be wrong.

But even if that’s the case, 2012 appears to be a year full of brand and product proliferation not only in the beverage industry but across the whole consumer goods industry.

Click here to learn more about our solutions:

Shopper Marketing: Change the Experience, Experience the Change

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Shopper Marketing: Change the Experience, Experience the Change

According to Vice President of Shopper Marketing at Coca-Cola North America, Diane Wallace, "Shopper marketing is the next big step in the evolution of strategic retail marketing." (See Note 1)

For a typical Consumer Package Goods (CPG) company, Shopper Marketing—sometimes called Trade Promotions (TP) or Marketing at-Retail—is the second largest expense item behind COGS; and it’s growing.

According to IDC Manufacturing Insights, the following items are included in the Top 10 Trade Promotion Management (TPM) Challenges:

• TPM spend effectiveness and the ability to measure the ROI remains low

• Most CPG companies are dissatisfied with promotional results – They know some percentage of promotional events are unprofitable, just not which ones

• They lack a good TPM tool

Bottom line they have no effective way to track, measure and manage their point-of-sale (POS) promotions.

OnTrak software is designed to take the guesswork out of POS marketing management and help CPG companies improve the ROI of POS promotions. Our tools provide the information that is needed to help companies more effectively track, measure and manage trade promotions –from ordering, through production, to placement, and removal.

Our reporting and analysis tools give greater insight into the profitability of marketing campaigns by measuring a promotion’s impact on sales performance. Once suppliers, distributors and retailers see how their POS efforts really work—or don’t—they can modify them accordingly and improve both the performance of Shopper Marketing initiatives as well as their sales organizations. 

Armed with tools from OnTrak, suppliers, distributors and retailers can answer the questions, "What was spent; Where; and What was purchased as a result?" 

Answers which must be known before an organization can set the foundation for Trade Promotion Optimization (TPO).

Note 1: Click this link to read the full article:

http://www.synovate.com/consumer-insights/experience-growth/issues/201007/

Getting Maximum Benefit for your Point-of-Sale Marketing Investment

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Getting Maximum Benefit for your Point-of-Sale Marketing Investment

Through the deployment of Point-of-Sale (POS) Marketing Management Software, consumer goods companies, as well as beverage distributors and suppliers, can begin to track, measure and manage their Second Largest Business Expense  - i.e. shopper marketing, trade-promotions, at-retail advertising (See Note 1); and begin to enjoy the benefits of the investment in these type of solutions, immediately.

Benefit #1 – Financial Control

The first benefit companies realize is financial control through the massive reduction in production errors and the elimination of material waste. Companies are able to produce more point-of-sale marketing materials without adding staff, overtime and equipment.

With POS marketing management software, your marketing materials are produced more efficiently and your ability to recover available manufacturer’s rebates and allowances is transformed from a time consuming manual activity to a quick, automated process. Bottom-line: Better control of POS spending produces improved cash-flow management.

Benefit #2 – Sales Impact Analysis

Once POS Marketing Management Software is implemented, the next benefit to be realized is Sales Impact Analysis (SIA). For some companies, the previously mentioned financial benefits are so compelling they fail to move to this next level.

What would be the value to your company to be able to understand the effectiveness of your at-Retail promotional spending? Or the benefits you would realize if you could measure the impact of a point-of-sale marketing campaign on sales results? 

Sales Impact Analysis is the most important benefit to focus on once you have achieved the financial controls benefits provided by these solutions. Without SIA it is virtually impossible to measure your promotion’s effectiveness and its sales impact.  As a supplier, if you don’t know what you’re getting for your second largest business expense, you can’t achieve the substantial benefits that come when you are able to forecast the probable sales impact of your upcoming at-Retail promotions. (See Note 2)

Final Thoughts

Since this blog happens to be published on the OnTrak Software site, you would naturally expect us to blow our own horn and encourage you to contact us to help you select one of our POS Marketing Management Software products. And you would be right.

One of the reasons we conclude most of our posts with self-promotion is that we have been unable to find other tools that perform the same functions and offer the same potential benefits.

When organizations like Consumer Goods Technology, IDS and Booz & Co., survey the top consumer good companies (and many of them are beverage companies), they list the following as one of their top 10 promotion challenges:

>> The lack of a good management tool to measure spend effectiveness and promotion return on investment (ROI)

Apparently our tools and solutions need greater exposure. These blog posts are one way for us to get our message out. I hope you will help us spread the message.

- - - - - - - - - - - - - - -

Check out the following references:

#1 - Consumer Goods Technology and IDC

#2 - Booz & Co.

How OnTrak Software Increases Sales and Measures POS Marketing ROI

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How OnTrak Software’s Business Intelligence & Reporting Tools Increase Sales and Measure the ROI of Shopper Marketing

Before we discuss how OnTrak Software products work to track, measure and report on the effectiveness of point-of-sale materials and shopper marketing promotions, we need to make absolutely certain we all agree on the following fact:

>>Shoppers make the vast majority of their retail purchase decisions in the store

Although billions of dollars are still spent every year on media buys, there has been an accelerating shift, toward at-retail promotions, and away from traditional broadcast media. This is due to the difficulty in placing ads that will actually be seen. Cable TV audiences have hundreds of channels to choose from, and a 40% DVR penetration - All that money to have your commercials fast-forwarded!

Consumer Goods (CG) companies, aware of the increased impact of shopper marketing, have expressed their need to measure shopper marketing’s ROI; but, many of these companies believe they lack the tools (or that there are no tools on the market) to help them determine which shopper marketing programs were the most effective.

OnTrak products can provide CG suppliers, distributors and retailers with the reporting tools that demonstrate the correlation between at-retail marketing programs and sales.  OnTrak products can also provide CG suppliers with ROI information by comparing the costs of the production of Point-of-Sale (POS) Marketing materials and the resultant sales.

Here’s How OnTrak Products Work:

POS Order Entry - The supplier’s or distributor’s representative, working with the retail customer, determines the POS promotional materials that would help stimulate the sales of a particular product or brand. Next, the promotional message, type and size of POS are agreed to and the representative selects information to be entered on an electronic order form. The form is then transmitted to the graphic design and print shop for production.

POS Production - Throughout the process, OnTrak software keeps track of every element of the POS and its costs. When the POS request has been approved, design begins. Once the layout is complete, the designer records the time it took to complete the design and the system calculates the design costs. During production, the time required to produce the POS is recorded and translated into production costs, and added to the total labor cost of the POS.  

POS Placement - When the POS is placed at the retail locations, a start date is recorded. Likewise, when the POS is removed, an end date is recorded. The system now has the capability to determine the length of time the POS display or signage was deployed.

POS Impact - Lastly, sales data for the item promoted on the POS is gathered for the same start and end dates as the display or sign was in place. It is now possible to compare sales data to the POS used to promote it, thereby providing a correlation and dependence between the at-retail promotion and sales.

What Our Customers Tell Us

OnTrak customers have told us that being able to track their POS allows them to finally control the POS process. Armed with that data, they can determine what type and size of POS materials are the most effective in providing a sales lift. For example, they have learned that for the promotion of CG products such as beverages, a few large signs may be much more effective in generating a sales lift than many smaller signs – and they have the data to prove it.

OnTrak customers also enjoy over a 95% reduction in POS reworks. The virtual elimination of errors typically pays for the OnTrak tool within a few months. The cost reduction alone is generally 2 to 3 times the product subscription costs, giving our customers a rapid ROI on the OnTrak product itself.

Click here to learn more about our solutions:

Beverage Sampling Increases Demands For More Control

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Beverage Sampling Increases Demands For More Control

Don’t let ramped-up sampling eat away at inventory control

When we think of beverage sampling, the first thing that most likely comes to mind is wine. Whether it’s a restaurant, liquor store or some other venue, using samples to increase sales of wine has been standard and frequent practice in the majority of businesses. But as we see the market being inundated with new beverages, such as beers from overseas and special micro brews, the sampling of beverages other than wine has become much more prevalent – if not expected in some circumstances.

In fact, a few industry publications note the increase in point-of-sale sampling as a trend that will only increase. The tight economic times are making it more appealing for suppliers, distributors and retailers to turn to inexpensive sampling instead of other less direct (and pricier) advertising campaigns. With marketing dollars less abundant these days, it makes sense to be more creative and fully utilize the potential that sampling brings. After all, it makes perfect sense that someone who tastes something they like is much more likely to purchase it (as compared to simply seeing or hearing about the beverage through signage, menus or other marketing material).

But throwing out samples and hoping for the best really isn’t a campaign, it’s a guess. And the increased sampling can easily lend itself to a loss of inventory control and tracking. Despite their popularity, the cost effectiveness of samples can be a problem if you don’t track information that delivers measurable results. If managed efficiently and consistently evaluated, sampling for various types of beverages can be become an integral and important part of the business.

But how does a business dive into broader sampling efforts and actually determine what sells more beverages? SampleTrak software from OnTrak Software can help capitalize on a business’s market share opportunities to get more from its sampling programs. SampleTrak provides detailed information, from what product or beverage was sampled and where, to who sampled it and the customer’s response—tying it all together to show how it correlates to sales. Once a business knows what’s really going on with their samples, they can leverage them more effectively.

SampleTrak is a paperless, Web-based software tool that provides a single point of control for managing the entire sampling process. The system helps to prevent losses of inventory and revenues by creating a detailed audit trail for receipts and sample distribution. Lack of documentation and uncertainty doesn’t have to be a part of the alcohol distribution business.

SampleTrak helps increase accountability with a detailed audit trail, and improve profits by allowing businesses to claim every dollar they are due from suppliers. Best of all, SampleTrak requires virtually no set up, installation, or training so you can be up and running in no time.

Click here to learn how OnTrak controls Sample Inventory:

Selling More Consumer Package Goods with Managed Trade Promotions

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Selling More Consumer Package Goods (CPG) with Managed Trade Promotions

Before we start this blog let me make a few assumptions as to why you may be interested in its contents.

Assumptions

1. You are a user or creator of point-of-sale (POS) marketing materials (aka point-of-purchase/POP, shopper marketing, trade promotions or marketing at-retail materials)

2. You use trade promotions because they work, and believe they turn shoppers into buyers; and if you don’t believe, you're fearful that your competitors do.

3. Your trade promotional spending is either out of control or you’re not sure of how much sales results you’re getting in return for the investment.

4. You work for a CPG manufacturer, a distribution company or a POS design and graphics company that produces POS materials.

Simple Wisdom

About thirty-five years ago I read the book "Small is Beautiful" by E. F. Schumacher.  

In summary Schumacher says:

• “Give a man a fish and he has a meal”; or,
• “Give a man a fishing pole and he can have many meals”; or,
• “Teach a man to build a fishing pole and he can feed himself and his family forever”.

At the time, this book was considered a “from the heart” economics book with a common-sense approach to economic thinking. Many economics professors didn’t like this book – they called it “simple wisdom”.

Let’s Go Fishing

So how in the world did I make the connection between trade promotions and common sense economic thinking? Here it is:

“If you want to catch fish, you have to cast your line where you think the fish will be.”

Or, put more relevantly,

“If you want to sell your products to consumers, you have to promote your products where you think the consumers will be.”

According to studies, over 70% of CPG buying decisions are made at-retail, at the point-of-sale, in the store, or “Where the fish are”, with all due respect to consumers. So if your goal is to sell more, your efforts to market and sell should be spent where the consumers are. Put your biggest worm on your best hook and cast out into fish-filled waters.

More Simple Wisdom

At-retail marketing is the basic “block and tackle” approach to generating incremental sales. If you fail at-retail, you may fail, period. If your goal is to sell more of your products, then trade promotions management should be at the top of your marketing strategy hierarchy.

But how do you manage and optimize your trade promotions without the tools to track and measure the impact and profitability of your current trade promotions.

Apparently, we need to know not only where the fish are, but also what kind of bait will attract them when they’re most hungry.

Final Thoughts

From a marketer’s perspective, the most significant paradigm shift over the past six decades is the change from few to many choices - We’ve gone from a few products per category to many; three TV channels to over three-hundred; and from analog to digital media. Because of the nearly simultaneous arrival of these increased choices, more shoppers seem to make most of their buying decisions at the point-of-sale.

The next time you are out “in the trade”, look around at the signs, displays, product placement, and product associations (bananas in the cereal aisle). Pay attention to trade or POS promotions. It’s “your bait” that helps “Feed a man or woman, and their family for a lifetime.”

As the title above says, you can sell more consumer packaged goods with managed trade promotions!

Click here to learn more about how OnTrak Software you can help you manage trade promotions to maximum benefit.