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Walgreens nationwide implementation of an RFID-based marketing intelligence product late last year has substantially increased the average execution of tracked promotional displays across the drugstore chain, the retailer said, and it plans to upgrade the solution to an EPC-compliant system.
The drug chain is working with Goliath Solutions’ RFID-based technology to determine the location and execution of in-store promotional displays. The upgraded system extends accurate monitoring and locating capabilities to include EPC tags placed on the displays and represents a significant leap forward in RFID technology by enabling reads from world-standard passive EPC tags throughout the store. Because such tags are already in use within several CPG companies, it will be easier for them to participate in the Walgreens program.
“The information Goliath provides is a game-changer for us,” said David Van Howe, VP of purchasing for Walgreens. “Not only does it help us identify and purchase more effective programs, our store operations teams are embracing the Goliath data to improve execution throughout our chain. Store-level information about what is up and where it is in the store allows unprecedented accountability for achieving program potential. The results have been impressive: Over the past year, our in-store execution has grown to nearly double the industry average. Incremental sales assure us that we are on a good path to improving our customers’ shopping experience.”
The Goliath product directly measures daily store execution of promotional display campaigns as well as consumer response and performance metrics. Combining daily point of sale information with display location, timing, and execution data, the Goliath product identifies a range of sales lifts within and across campaigns.
The system benefits participating suppliers, as well. “Goliath has provided us with unprecedented insight into what works and what doesn’t with consumers,” said Bill Ferry, sales director for Revlon. “This has helped us maximize our return from our displays and refine our programs to eliminate displays that aren’t producing as effectively as we would like. In addition, for the first time, we now have an independent measure of store compliance, and additional insight into optimal location for our programs. Combined, this information helps generate potential enhancements for future programs.”
Walgreens operates 6,658 drugstores in 49 states, the District of Columbia, and Puerto Rico.