For FMCG marketers, traditional sales reporting is category-based and not from an individual customer point of view. So it tells them what is happening in sales but not why it’s happening.
Shopper Science from Loyalty New Zealand, is a unique new tool that uses one of New Zealand’s largest datasets to help businesses understand the shopper behaviour behind their product sales – all available online, up-to-date and on demand! It’s a unique offering as it looks at this information from a customer level as opposed to a generic sales level so marketers can identify when, where and how customers are buying their products or competitor products, where they’re losing sales, customer promiscuity between brands, what time of day customers are buying products etc. These insights can be used to optimise media plans, sampling times and promotional activity.
This is quite a new perspective (customers vs transactions) for FMCG marketers and so justONE was tasked with clearly demonstrating the new value that this tool can bring – one of the biggest barriers highlighted during the trial period was convincing marketers that it was worth the additional investment!
Our brief was to create a short video to be played at the official Shopper Science launch at a Marketing Association Sunrise Session to help attendees understand what it is, how it works and to generate enquiries for the product team to follow up on.
