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WINSTON-SALEM, N.C. — Family Dollar has found a way to better understand how customers respond to its in-store displays and promotions, and how they can be improved to generate more sales.
The discount retailer has engaged RockTenn, manufacturer of consumer packaging solutions and BVI Networks, a provider of real-time in-store monitoring, to open the first large format "ShopperGauge" branded retail learning lab at Family Dollar stores.
The 20-store testing environment is the first of its kind in the industry and will enable Family Dollar to test designs, displays and promotions with customers. ShopperGauge uses video and advanced analytics to automate the process of collecting and analyzing shopper behavior in real-time as shoppers move about the store, naturally interacting with brand messaging and displays. The system then generates quantifiable metrics showing how many shoppers visited each location and which brands were most effective in engaging and converting them to purchase.
“Family Dollar is committed to providing the best in-store shopping environment to our customers,” Family Dollar SVP customer marketing Don Hamblen said. “We are always looking for ways to better understand how to meet their needs, and design our stores accordingly. The ShopperGauge learning lab will provide us with instant access to shopper insights, allowing us to incorporate the voice of the customer into our in-store merchandise and marketing decisions. In addition, our supplier partners can work with us to measure the impact of their merchandising with the Family Dollar shopper,” Hamblen said. “We can help our participating suppliers be more efficient and effective with their shopper marketing and promotional programming, ultimately bringing better value to the Family Dollar shopper.”
The ShopperGauge system was introduced in 2010 and has been live tested in several retailers to prove its viability to generate accurate data.