Webinar to Explore Virtues of Virtual Store Tests

September 18, 2009 by Newsfeed Editor  
Filed under Friday Focus

karolefskitJust as consumers are doing on-line research to make buying decisions before visiting the store, manufacturers are using web-based virtual shopping as a method for shopper marketing research. Join us on Tuesday, September 22 at 1:00 p.m. CDT for - Virtual Shopping Platforms - the next installment of the NARMS Webinar Series. Guest retail experts John Karolefski and Walter Haug will lead us through the hour long event as we explore this emerging method that is being adopted by leading companies. The NARMS Webinar series is sponsored by Natural Insight and brought to you through the technology of NARMS Associate Member ReadyTalk.

Virtual store tests provide a faster, more cost-efficient alternative to in-store tests and deliver a more accurate representation of at-shelf shopping behaviors than traditional methods of consumer research. Several leading manufacturers have leveraged virtual shopping to make recommendations for optimizing product assortments and for implementing new shelf sets and aisle configurations. They have later implemented these recommendations for retailers such as Wal-Mart, Kroger, and 7-Eleven.

John Karolefski is an authority on consumer packaged goods marketing and technology. He founded CPGmatters.com to keep manufacturers up to date on changes in the industry. He is the co-author of three books, “TARGET 2000: the Rising Tide of TechnoMarketing,” which tracks the convergence of marketing and technology in the retail and CPG industry, and “All About Sampling,” written for the Promotion Marketing Association (PMA). Karolefski’s latest book is entitled “Consumer-Centric Category Management.”

Walter Haug is a classically trained marketer with more than fifteen years of progressive experience building businesses and brands, having held senior marketing positions at Lysol, Fujifilm and Pinnacle Foods. He led the Marketing and Customer Marketing functions at ACCO Brands through the turnaround of the Wilson Jones Bindery Brand. As VP Client Service for Decision Insight, Haug brings formidable research capabilities and a consultative, actionable approach in order to help clients build shopper insights that will win in the marketplace.

Through this webinar, you will learn why a virtual shopping platform will change the status quo. When and why would someone use a virtual shopping methodology? How can virtual shopping research optimize product assortments and change shelf sets and aisle configurations? What unique aspects need to be considered when evaluating findings from a virtual shopping study?

For the answers to these questions and more, click here to register to attend the hour-long event. You will find the NARMS Webinar series time well spent and a compelling value added benefit of your membership.


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