ECR’s annual Shopper Engagement Conference took place on November 11th at the Crowne Plaza Hotel in Blanchardstown, featuring for the first time both Category Management Awards and Shopper Marketing Awards.
Talysis scooped the Category Management Award, after Managing Director Ed Roberts outlined how Talysis worked with BWG Foods to carry out shopper research across its network of shops quickly, unobtrusively and at a low cost.
This was achieved by placing WiFi receptors in each store to pick up the signals sent out by smartphones looking for a network, which allowed them to track not only shopper movements in store, but also passing footfall.
The project meant that even the smallest stores could access bespoke shopper insight, including how many people walked by versus how many came in, where shoppers went within the store, and their duration at fixtures.
Talysis beat off stiff competition from Unilever brands Persil and HB, with Kathryn Dodd, shopper-marketing executive for Persil, presenting the ‘Kits for Schools’ initiative, and HB’s Fiona Ryan and Julieann Evans explaining how the brand worked with Tesco to bring excitement to the ice cream aisle with the ‘Aisle of Joy’.
Taking the Shopper Marketing Award was Coca-Cola HBC for its Christmas 360° Activation, highlighting the collaborative shopper marketing campaign during Christmas 2014. Supported by a Coca Cola Christmas truck tour, the initiative drove growth for Coca Cola throughout major Irish Tesco stores.
The other finalists shortlisted for the award were Manor Farm, for Brendan Nolan’s presentation on how the brand is seeking to ‘re-invent’ the chicken category, PepsiCo for its Doritos Roulette launch, and Knorr for its "Coeliac Awareness Week 2015" initiative, presented for consideration by Aisling Kelliher.
© 2015 - Checkout Magazine by Jenny Whelan.
