Shopper Data Group, a new division of Shopper Media Group, will capture behavioural data and offer bespoke research capabilities through the group’s network of Smartlite digital panels currently installed in more than 150 shopping centres nationally.
Shopper Media Group and Shopper Data Group CEO Ben Walker says today’s advertising landscape relies on data-driven marketing to reach the right consumer at the right time with the right message.
“Shopper Data Group will focus on delivering our clients genuine consumer insights from within the retail environment,” he said.
“Our high-tech Smartlite digital panels offer HD screens, beacon technology, webcam and intelligent wi-fi analytics, enabling us to provide our clients with the unique opportunity to survey ‘consumers on the go’ and discover what they want.”
Mr Walker says around 190,000 shoppers in Australia have answered questions asked within the retail environment the past 12 months, adding that Shopper Data Group will have access to more than 60,000 unique consumers every day.
“Brands and companies want to know how and why consumers make certain purchasing decisions and Shopper Data Group will ask these questions as close to, if not during, the actual decision-making process,” he said.
With Smartlites in every state and territory, Shopper Data Group says it will provide a national perspective and, with a minimum of 6,000 consumers answering individual questions, deliver robust sample sizes.
Shopper Data Group says it will also have the ability to provide the collected data in a multitude of ways – based on age, state and gender – and in real time due to the immediacy of the data collection.