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Carlie C’s selects ADC for management software system

BY Katherine Boccaccio

Tampa, Fla. — Applied Data Corp. said Wednesday that regional grocery chain Carlie C’s has selected ADC’s – a provider of fresh item management, recipe management, and scales management software – InterScale Scales Management Software system.
 


Carlie C’s selected ADC’s InterScale software to host data to and from the scales in their fresh food departments. InterScale provides Carlie C’s with the ability to manage all scales data centrally, including event batch creation and management, sending network tests, re-loading scales and pulling back data for comparison reporting.

“InterScale has helped to reduce the time it takes to complete in-store tasks, including sending network tests and price adjustments,” said Rick Jones, IT director at Carlie C’s. “With InterScale, we also have visibility into everything that was produced at the scale and can compare that to what has been sold. InterScale has also allowed our choices of manufacturers to be expanded thus saving money on purchasing equipment.”

InterScale is one of three software systems that comprise InterStore, ADC’s Fresh Item Management (FIM) software suite. The other two systems are: NutriGen Recipe Manager, which provides interactive recipes for store operators for items produced or finished in stores, and the P-Cubed Production Manager, which automates, manages and tracks production in the fresh departments of grocery stores.

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Crossmark creates new brand experience group

BY CSA STAFF

BrandMasters is the name of a new experiential marketing agency created by Crossmark, one of the companies that executes in store activities atWalmart under the Shopper Events banner.

While Crossmark is best known as a provider of third party merchandising services, the creation of BrandMasters is the company’s latest effort to diversify the portfolio of services offered to retailers and brand marketers. Crossmark said the new entity is intended to satisfy the growing need among consumer goods brands to more effectively influence shoppers on the path to purchase. Services are said to include all phases of experiential marketing, from shopper insights to turnkey execution and measurement of programs ranging from in-store product sampling to outside events and digital engagement.

"Today, as brands face challenges in connecting with their consumers and shoppers, it’s become more critical than ever for a brand to deliver a message to its target audience that is relevant to them as individuals," said Crossmark CEO Joe Crafton. "People connecting with people is the most powerful means of influence, and BrandMasters connects brands with consumers along the path to purchase through personal engagement in-store and out of the store."

Leading the new business is Ed Hoehn, who joins Crossmark as SVP of marketing services after previously serving as VP of client services at Mosaic. Hoehn spent the past 13 years in the agency business and was involved in developing experiential solutions for more than 35 brands such as Microsoft, HP, Sony, Sharp and Verizon.

"Our approach is uniquely positioned to add value," Hoehn said. "We have built a platform on the strengths of Crossmark and added experiential marketing expertise. The platform includes proprietary data and analytics, retail expertise, exceptional field talent, and strong relationships with retailers and consumer goods companies. Adding experiential strategy, design and management allows us to build and execute smart programs to drive tangible results for clients."

 

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FINANCE

Juniper: Retailers to spend $55 billion on mobile marketing by 2015

BY Marianne Wilson

Hampshire, U.K. — Retailers are predicted to spend $55 billion on mobile marketing by 2015, which is almost double the $28 billion expected this year, according to a new study by Juniper Research.

The study, “Retail mCommerce: Mobile & Tablet Marketing, Advertising & Coupon Strategies 2013-2017,” found that the development of a mass tablet market had created new opportunities for brands seeking to enhance engagement with consumers. With e-commerce migrating to mobile and nomadic devices, ad spending on both tablets and smartphones is continuing to grow strongly as retailers migrate their own spend to digital in general, and mobile in particular.

The report found that mobiles were driving retail traffic through coupons, with couponing apps becoming an increasingly popular mechanism of distribution and coupon storage. It also highlighted the increasing trend towards the development of additional distribution channels – such as AR (augmented reality) and NFC (near field communications) – as mobile becomes increasingly integrated into in-store retail strategies.

But Juniper cautioned that while retailer engagement with mobile channels had increased dramatically, many had still not optimized their sites for mobile browsing, registration or payment.

“If retailers truly want to maximize the mobile monetization opportunity, then optimization is critical,” stated report author Dr. Windsor Holden. “If you are using mobile advertising for consumer acquisition, you need to push users to a site with which they can comfortably interact; retailers that fail to respond to consumer demand will fall behind.”

Other key findings from the report include:

Brands are increasingly seeking to integrate campaigns across mobile social networks such as Foursquare and Facebook; and

Brands and retailers need to ensure that mobile ads are frequency capped to prevent overexposure.

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