SABMiller brews in-store analytics pilot

BANGALORE: SABMiller has chosen Infosys to conduct in-store projects leveraging the Infosys ShoppingTrip360 solution to analyze shopper and shelf activity around their beverage brands, helping improve the uptake of SABMiller products.

Infosys has announced that SABMiller, one of the world’s largest brewers, has selected it to evaluate and improve the effectiveness of its in-store shopper marketing campaigns.

“Engaging our existing and new customers in a meaningful and relevant way is vital to the success of all our brands. Starting with a pilot program of the Infosys ShoppingTrip360 solution, we aim to improve the effectiveness of all our European in-store marketing campaigns by helping increase shopper engagement leading to greater sales,” said Yvan Goupil, Head of Insights, SABMiller Europe in the press release.

ShoppingTrip360 was designed by Infosys as an information ecosystem for retailers and consumer packaged goods (CPG) companies such as SABMiller and it covers information services, creating a 360-degree view of real-time shopper and merchandise activity.

Through this pilot, SABMiller will gain greater visibility into the efficacy of their promotional spend through an analysis of shopper flow, interaction with the products, and finally, actual purchase, as stated in the release.

The services as added, will help SABMiller analyze important shopper trends associated with the placement of products on in-store fixtures and throughput from secondary locations. The insights gathered from the store via ShoppingTrip360 will help SABMiller decide which promotional display is most effective at promoting their product and which product placement areas result in the greatest sales. The first pilots will take place in select stores of the Romanian supermarket chain, iVET.

“Significant changes have been occurring in the Romanian retail sector since joining the European Union in 2007. One important shift has been the development of modern trade formats that have necessitated a whole new approach to shopper marketing,” said Lorand Papp, Trade Marketing Director for Ursus Brewery, a SABMiller wholly owned company in Romania. “Because of these major changes, SABMiller Romania is at the forefront of adopting new approaches to modern commerce and is leading our global network by piloting the innovative Infosys ShoppingTrip360 solution.”