SABMiller Enhances In-Store Customer Marketing with Infosys Technologies
Global Brewing Company Pilots Infosys ShoppingTrip360 for Advanced In-Store Shopper Marketing, Insights and Effectiveness
Bangalore, India - July 28, 2009: 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. “Because of these major changes, SABMiller Romania is at the forefront of adopting new approaches to modern commerce and is leading our global network by piloting the innovative Infosys ShoppingTrip360 solution."
"Consumer Goods companies today have excellent and creative marketing tools at their disposal. However, they need simple, cost-effective and low-risk methods to measure the effectiveness of their marketing campaigns and interact with their shoppers more successfully. CPG companies know they have a very small window of time to get shoppers to see and engage with their brand, so access to real-time, in-store insights is a powerful solution they can leverage to better engage shoppers,” said Karmesh Vaswani, associate vice president and head of Retail, CPG and Logistics for Europe, Infosys Technologies. “Leveraging Infosys’ ShoppingTrip360, SABMiller will now have the tools to empirically measure their campaigns, in turn, improving their ability to execute in-store promotional displays and shelf placement."
SABMiller selected Infosys for its proven technology leadership in the CPG industry. Upon successful pilot completion in Romania, SABMiller will evaluate the results and look to roll out the Infosys solution in other key markets around the world.