In 2024 more and more CPG brands are looking to retail media networks to plug a gap in their advertising strategies. But as we explored in this blog on CPGs and retail media networks, retailers need to do better at delivering the right kind of data to their partner brands.
Enter, Intelligent Questions (IQs) from TruRating.
What’s that, you say? It’s when the question asked at checkout is based on a “trigger”. There’s a few different triggers – from loyalty status to transaction amount – but for retail media, the most important trigger would be what’s in someone’s basket.
It turns payment terminal feedback into product-specific insight, which is obviously massively appealing to a third-party brand.
For example, let’s say someone’s bought a can of Cherry Coke Zero – the point-of-sale (POS) survey can be anything about that product. From why they bought, to when and where.
And you can have confidence in their answer as you’re asking in the moment, rather than long after they’ve walked out of the store as you would with receipt or email surveys.
Let’s look at what you can discover with point of sale feedback, and then share back with third-party brands…
INTENT
Discover whether your shoppers came in with a firm idea of what they wanted, or whether they made decisions in-store.
DISPLAY IMPACT
Discover the direct impact of advertising on spend, and create a more compelling case for CPGs to invest in your retail media network.
AWARENESS
Help third-party brands understand customer awareness and how it changes over time.
PURCHASE DRIVER
Go ahead and ask the big question third-party brands want to know: why do consumers like them?
DISPLAY EFFECTIVENESS
Give CPGs the right kind of data to create compelling in-store advertisements (and make sure you’re putting them where they’re seen!)
Retail media network data: what CPGs can discover
Let’s take that last example and see what kind of data and analysis you can pull from it.
Here you’ve got data showing how brand awareness improves over a month, with more and more people noticing the entrance display. This is invaluable stuff for a CPG. Not only to understand the impact of its promotion, but also inform how long it needs to invest in these promotions.
And for a retailer, it’s incredible to point to a 20+ point increase in awareness for ads that are left for a month or more.
Interested in seeing how Intelligent Questions could work for your retail media network?
