Agile Route
Shopper Tracker
Shopperception: Using a KINECT to
build real world Google Analytics
WATCH THE
DEMO
VIDEOS
www.
vimeo.com/shoppertracker/
videos/
SHOPPERCEPTION
FOR MARKETING RESEARCH
Agile Route has developed a software algorithm that allow us to use the kinect sensor in
market-research studies inside the retail’s facilities. It tracks shopper’s activity and monitors
shoppers’ position, paths, flows, times and contacts with the products.
How it works?
Tracking Technology is a new opportunity to understand the
shopper and the shelves.
In the last few years, trade marketing analysts has found an new subject to
study, which is no longer the consumer, but the shopper. The new challenge is
to understand his behavior in the POS and the events in the shelves.
How does it help
market
research?
With this objective several tools have become available (POS Surveys,
Behavior Observations, Ethnographic Interviews, Reflex Interviews) but the
Shopper Tracker technology allows brands and market research firms to have
real world events metrics like Google Analytics has on your website.
What is the added value of Tracking technology in these scenarios?
Measuring the
shopper’s behavior
and shelf events
Today, there are technologies that help to explain the shopper’s activities in
the POS, like Eye Tracking.
Technologies like this give very important information but are limited,
because they need the shopper’s cooperation to be applied, so the shopper
always knows that he is being studied. This affects the very results it tries to
measure. Shopper Tracker doesn’t affect the shopper’s behavior.
Our solution is a complement, not a replacement for those tools, giving a
new set of information with several benefits that you will learn in the
following slides.
INSTALLATIO
N
LAYOUT
TYPICAL INSTALLATION
LAYOUT AND
COVERAGE
WATCH THE SECOND DEMO VIDEO
WITH NEW AND RELEVANT
INSIGHTS
http://vimeo.com/33179742
WAIT…
There is more…
SOLUTION
DIAGRAM
SHOPPERCEPTION
CLOUD SOLUTION
Characteristics and Benefits
Multiple Shoppers tracking at the same time.
Avoid subjectivity in the study. Real data, real results.
Shopperception
Benefits of our solution for
shopper and shelf
understanding
Full automatic 24 x 365 operation. There is no
limit of time, allowing exhaustive studies in the
POS without additional personnel costs
Confidentiality and simplicity: There is no
personal data exposed. It registers shopper and
shelf activity without any need of intrusive
elements (ex. glasses for Eye Tracking or RFID
tags).
Avoid personnel costs. There is no need of a
researcher in the store. Fully automated
information gathering.
More information in the same time span, and longer
study periods allow performance comparisons
between the same shelf in different periods, different
shelf layouts or before/after performance evaluating
promotional activation activities .
New metrics based on facts => New business
opportunities
SOLUTION
REPORTS
What kind of DATA will this
technology provide to
consumer brands?
After analyzing the
shoppers’ activities in the
store for the desired
period, the software has all
the data to create valuable
reports on how those
events are related to the
brand’s most important
questions
WHAT KIND OF DATA DOES THIS TECHNOLOGY PROVIDE?
7x24 shelf analysis with
multiple and simultaneous
people tracking:
• Traffic Flow analysis
based on zones/time
• Heat Maps of conversion
rates for each SKU.
• Hot activity zones in shelf
More Shopper insights:
• Multiple events on the
shelf.
• Entrance / bounce paths
• Average times in zones
• Product traction analysis
• Real comparative shelf
layout performance
Shopperception is like Google Analytics for the Retail
All the following metrics and reports can be filtered for any date/time range.
Shopperception
Analytic Metrics
Visitors: people that are detected in the tracking zone. Associated metrics:
Visits
Average Visit duration
Transit Zones: places where Visitors may physically be (e.g.: right in front of a particular
part of the shelf). Associated metrics:
% Visitors through Transit Zone
Average time in Transit Zone
Touch: occurs when a Visitor touches a Product in the shelf regardless of taking it.
Associated metrics:
Total Touches and Touches per Product
Average Touch time
Touches / Visits
Pick-up: grabbing a product from the shelf. Associated metrics:
Pick-ups and Pick-ups per Product
Pick-ups / Touches
Return: putting a product back in the shelf. Associated metrics:
Returns and Returns per Product
Returns / Touches
Conversion: grabbing a product from the shelf and not returning it for the duration of the
visit. Associated metrics:
Conversions and Conversions per Product
Conversions / Touches
Goals: grabbing a Product of interest (e.g.: own product SKU). Associated metrics:
% of times that the Product is grabbed in the first place.
Average time since the shopper entered the scene until the product was picked up.
Heat Maps: an overlay of the shelf picture with color-coded areas reflecting activity (from
green to red).
Visitor touch locations in the shelf.
Additional
Analysis
What kind of Analysis can we provide with this data?
Using our experts knowledge, we can provide
complementary research alternatives.
Interaction understanding
Shopperception
Added value analysis using
the gathered data
1- Most frequent combination
products
•Rational combination
•By Brand
•By Price
•By Position on the shelves
3-Route into shelves
•Best position, most
conversion
•Hot spot, most pick up
•Transit flow, first product A,
then product C
2- New category management
insights
•Space opportunities by activity
performance
•Best facing proposal
4- Time spent in zone
•Average time to pick up
•Average time in zone
1-Most frequent combination of products
Top Conversion Rate Products
Main
Product
Shopperception
Which is the best product
combination?
Combination
50%
Insights
•Key product
•Best combination
•Relation among By Price
•By Position on the shelves
30%
Learning
•Rational combination for
Promotional Activities
•By Brand
•By Price
•By Position on the shelves
20%
2-New category management insights
Relation between facing and events
Shopperception
Facing
Heat Map
Are you optimizing the
space in the shelves?
Best Facing Proposal
Insights
Learnings
•Hot spot zones
•Optimizing spaces
•Hot Products
•Best facing proposal
•Facing performance
•Best zone for promotions
3-Route into shelves
Shopperception
Route for products
purchased
Insights
Learnings
•First product pick up
•Product order
•Best route to selected product
•Product match
•Most common route
•Stopper product
4-Time spent in zone
Shopperception
Where are communication
points?
Where shopper spend your time?
Learnings
Insights
•Best communication place
•Average time to pick up
•Define first position
•Average time in zone
•Focus on length of
communication
•Communication points
Other methodologies that you can add
to Shopperception information
Ethnography
interview
Shopperception
More analysis upon
request
Store
observation
Shopper
survey
Integrated
analysis
Ask us about these add ins