New Trends in In-Store Marketing: Exploring Go Insight's Capabilities at Gourica Marketing

New Trends in In-Store Marketing: Exploring Go Insight's Capabilities

Introduction

In the ever-evolving landscape of retail, understanding shopper behavior has become crucial for brands looking to enhance their marketing strategies. Gourica Marketing Inc., based in Shibuya, Tokyo, aims to embrace a vision of creating a more liberated and enriched world through consumer-centric rationalization. Recently, they showcased a case study involving Go Insight, their innovative shopper behavior analysis service, which they developed in partnership with Ajinomoto AGF.

Background of Implementation

Ajinomoto AGF has been dedicated to addressing the diverse needs of consumers by focusing on both product users and shoppers. The importance of building optimal purchasing experiences in collaboration with retail partners has never been more significant. In-store interactions serve as a vital connection with consumers, requiring effective communication of product and category value. While leveraging POS data and ID-POS analyses, Ajinomoto AGF identified gaps in understanding actual shopper behavior at the point of sale. This realization paved the way for considering the implementation of Go Insight to gain deeper insights into shopper actions and enhance marketing precision.

Challenges and Results

Challenges

Despite accumulating some quantitative data like POS figures, there was a significant gap in understanding the underlying reasons behind shoppers' behaviors. Questions such as "Why did sales increase?" or "What positive impacts did the in-store initiatives have on the shopper experience?" were difficult to answer. This lack of clarity often left data analysis stalled. Additionally, the limitations of direct observation by brand representatives at retail locations called for a more natural approach to understanding shopping behaviors.

Results

Utilizing Go Insight has changed the game for Ajinomoto AGF. They can now capture previously elusive in-store shopper behavior through both video footage and quantitative data analysis. This dual approach enables a detailed assessment of the effectiveness of various phases of marketing initiatives, including foot traffic rates, recognition rates, and product handling rates. One standout aspect has been the capability to directly observe shopper reactions through video when modifying displays or changing product placements—the insights gained here were previously inaccessible through conventional methods. Moreover, Gourica Marketing's assistance in negotiations and managing store layout changes has significantly alleviated the manufacturers' burdens.

For a detailed look into how Ajinomoto AGF effectively utilized Go Insight, we invite you to explore the full case study article.

Overview of the Go Insight Service

Go Insight is a cutting-edge shopper marketing research solution that harnesses ceiling camera visuals from retail environments. It meticulously data-archives behaviors such as product interactions and time spent in front of shelves—data that has historically been challenging to obtain—thus leading to actionable insights.
You can find more about this service at: Go Insight Service Details.

In addition to the Go Insight service, Gourica Marketing also provides a variety of supplementary research options, including interview surveys and eye-tracking studies, aimed at digging deeper into consumer behavior insights. This holistic approach positions them as a valuable ally in enhancing promotional activities for corporations.

About Gourica Marketing, Inc.

Gourica Marketing, Inc. is at the forefront of enabling digital transformation (DX) within marketing departments. Their services span optimization of supply chains related to promotional materials, offering efficiency systems for marketing departments, and supporting marketing ROI optimization through data analysis. Recently, in June 2023, the company executed an MBO with the support of Femto Partners, marking its independence from the Konica Minolta Group.

For more specific information about the company:
Company Name: Gourica Marketing Inc.
Headquarters: 1-10-9 Shibuya, Shibuya-ku, Tokyo
Kansai Branch: 15F, Osaka Umeda Twin Towers South, 1-13-1 Umeda, Kita-ku, Osaka
CEO: Kenyu Okamoto
Capital: 100 million yen
Learn More About Gourica Marketing