Global Brewing Company Pilots Infosys ShoppingTrip360 for Advanced In-Store Shopper Marketing, Insights and Effectiveness
BANGALORE, India, July 28 /PRNewswire-FirstCall/ -- Infosys today
announced that SABMiller, one of the world's largest brewers, has selected
Infosys Technologies (NASDAQ: INFY) to evaluate and improve the effectiveness
of its in-store shopper marketing campaigns. 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.
'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.
ShoppingTrip360 was designed by Infosys as an information ecosystem where
retailers and consumer packaged goods (CPG) companies such as SABMiller can
achieve a truly differentiated method of engagement with in-store shoppers
and gain greater visibility into in-store activity. The ShoppingTrip360
solution enables a suite of 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.
The services provided by ShoppingTrip360 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.
