Shopper Insights –
Paints Company
Case Study
The client is a veteran with a proud pedigree of over 80 years and dominates India’s paint industry.
Throughout this journey, the client has proactively kept ahead of it’s competition through relevant portfolio revamps aligned with evolving consumer lifestyles and needs. Apart from decorative and industrial paint, they retail a comprehensive range of premium products like wallpapers, furnishings, sanitary ware etc., that covers the entire home improvement range across India’s largest paint distribution and retailing network that runs deep into the interiors of India.
The challenge – Taking the retail network O2O
Their retail network is a combination of multiple commercial models like COCO, FOFO etc. whereby they need to depend on their franchisees, dealers and distributors for access and visibility into shopper related data and critical trends. As this network grows further, this challenge has become a major hurdle in the client’ desire to take their customer experience to the next level and their ability to:
- Evaluate the effectiveness of the new retail layout introduced by them in 2020
- Identify stores on older layouts that show potential to be upgraded
- Measure responsiveness and effectiveness of the Colour Consultants (CC) and other staff
- Study shopper behaviours and journeys across key stores
The Solution – Thinkpoint Shopper Insights
Around early 2020, we at Thinkpoint were ready to launch our Shopper Insights solution in India and it was at this time during one of our interactions with the client that they put this challenge to us.
The use case was perfect for our solution. The client was also convinced that the Thinkpoint Shopper Insights solutions incorporating
- Capability to deliver multiple insights via a single device
- Dual AI Engine – On device AI SOC plus cloud based AI Engine
- Cloud based platform with anytime, any device, anywhere access
- Customisable dashboards as per business requriements
Is indeed a perfect fit to help solve their challenge. A pilot was initiated and the Thinkpoint Shopper Insights Solution was installed at 5 key stores in different geographies of India. Each store comprised of 6 – 8 zones depending on the product categories that the store sold. Each of these zones were fitted with the Thinkpoint AI cameras to capture and analyse shopper insights at the zone. Data and insights from all cameras in the store were uploaded to the Thinkpoint cloud AI engine that generated the relevant insights and KPIs, which were then fed to the client facing dashboards on a real time basis. Data from all stores was thus made available on the Thinkpoint Shopper Insights Cloud for the client to access whenever, wherever they desired
With this implementation, Thinkpoint successfully helped the client to bring shopper insights from all their offine stores online, enabling them access to in-depth insights and data that traditionally only online stores have enjoyed.
The brand now has access to parameters like
- Dwell Time
- Demographics
- Footfall count
- Repeat Customers
- Staff Exclusion
- Depth Analysis
- Heat Maps
- Shopper Journey
Using the intuitive and powerful dashboard, the client is now able to very conveniently track individual store performance in real time to monitor the 3 core KPIs:
- Performance of each zone – a function that gives insights on the number of people visiting a zone and the time spent within the zone.
- Length of Shopper Journey – how many people visited how many zones
- Heat Maps – which zones do shoppers spend more time at
The results from the Thinkpoint Shopper Insights pilot activity have delivered to client expectations and a national roll out is expected soon as the uncertainty in the country’s economic environment continues to clear out.