A Q&A with RETAIL AWARE CEO KEITH FIX
How do you help your clients?
FIX: Historically, brick-and-mortar retailers and brands have been capable of measuring consumer behavior from the time of purchase. But there can be little visibility into the moment of truth, the moment when the consumer is at the shelf deciding whether or not to purchase the product. We provide the in-store shopper data to fill in the middle part of the customer journey that’s been missing.
Our business intelligence as a service sensor technology platform enables brands and retailers to monitor in-store program performance and analyze consumer buying decisions at the point of purchase. We capture real-time engagement metrics such as product interaction, impressions, dwell time and equipment operation to help clients achieve KPI growth and ROI.
How does your company use its P2PI membership resources?
FIX: We use the membership to engage with other members who are interested in understanding consumer shopping behavior in real time. Retail Aware is interested in leading with the members to focus on using the latest technology and innovation to drive cutting-edge consumer intelligence.
What is your current view of the industry?
FIX: In these uncertain times, Retail Aware believes retail is incubating to evolve with new social norms. We’ve seen a greater focus on making strategic data-driven decisions. We’re excited to help our shopper marketing colleagues in all in-store segments make those types of decisions around endcaps and other product displays. While many brick-and-mortar stores are seeing changes in [shopper] volume, they are gaining more accurate shopping information from us to better target customers and grow. At the end of the day, the magic happens when you have the right analytics and insights to reference.
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