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Community-based independent Green Hills’ Center for Advanced Retail Technology (CART) — a live in-store technology lab — last week launched CARTconnect, a host of research capabilities for fast-moving consumer goods brands and shopper marketing agencies.
CARTconnect leverages a multitude of technologies to provide FMCGs actual data on the in-store effectiveness of signage concepts, displays and location, packaging, pricing, and promotions, in addition to collaborative marketing initiatives and brand loyalty marketing initiatives.
The program gives FMCGs a four-dimensional analysis of shopper behavior: product-based activity metrics (sales dollars, units, margin); shopper-based metrics (individual or household responses); and video-based metrics (traffic counts, aisle conversion rates, dwell times by category and brand, and purchase conversions), all able to be viewed by hour, by day, by week, and by product group or shopper segment.
“CART develops shopper marketing insights and measurement for the retail industry,” said Gary Hawkins, CEO of Syracuse, N.Y.-based Green Hills and Hawkins Strategic, a retail technology consulting firm. “CARTconnect is a major step in furthering this mission.”
CARTconnect is also designed to enable partners to access data that supports these insights with analytics provided by the CART team. FMCG brands and agencies have access to video analytics, a portal to view actual SKU-level product sales, and a portal to brand and category data supporting brand-driven analytic research.
built on the Hawkins Strategic’s vision of Retail 3.0, and enabled by next generation technologies, CART serves as an educational center for the retail industry, supporting testing, data publication, research and learning, and provides an environment in which to test a complete range of initiatives, from merchandising and pricing to marketing.
The Center for Advanced Retail Technology at Green Hills aims to enhance industry learning through retailer visits with hands-on, behind-the-scenes views into new and forthcoming technologies and changing business practices.
Hawkins Strategic has offices in Skaneateles, N.Y., and West Hollywood, Calif.