Actionable Insights From APT's Retail Practice
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How can manufacturers maximize the ROI of online ads?

November 24th, 2014 | Posted by Haley Jackson in Manufacturing - (Comments Off on How can manufacturers maximize the ROI of online ads?)

Over the years, manufacturers have refined their strategies for investing in POS displays, in-store signage, endcaps, and free-standing inserts to attract customers to their products in stores. More recently, manufacturers have increasingly allocated spend to paid search and online advertisements to assert a digital presence for their products. While it is relatively straightforward to measure the online sales impact of these digital advertising investments, it is much more difficult to confidently determine the effect that online investments have on in-store sales. Without an understanding of the complete sales impact across channels, manufacturers cannot be sure of the true ROI of online advertising.

Manufacturers can leverage in-market testing to measure the offline sales impact attributable to online advertising and glean insights to improve the effectiveness of future investments. Results from such tests can answer key questions to help maximize manufacturers’ return on digital marketing investments, such as: (more…)

APT Index Reports October Restaurant Sales Up 3.4%, or an Estimated $1.6 Billion Increase

November 12th, 2014 | Posted by MHarper in APT Index - (Comments Off on APT Index Reports October Restaurant Sales Up 3.4%, or an Estimated $1.6 Billion Increase)

Restaurant same-store sales increased 3.4% in October 2014 compared to October 2013, according to data from the APT Index. Performance was better in areas where unemployment decreased, where temperature increased, and where median income was less than $75K. Click here to view the top and bottom performing cities.

Variable Pricing: How will guests respond?

November 11th, 2014 | Posted by MHarper in Pricing - (Comments Off on Variable Pricing: How will guests respond?)

APT SVP Jonathan Marek discusses the trend of variable menu pricing, and its implications for restaurants.

APT Index Reports October Retail Sales Up 1.3%, or $3.9 Billion

November 11th, 2014 | Posted by MHarper in Retail | Uncategorized - (Comments Off on APT Index Reports October Retail Sales Up 1.3%, or $3.9 Billion)

Retail same-store sales increased 1.3% in October 2014 compared to October 2013, according to data from the APT Index. Click here to view the top and bottom performing cities.

Which Initiatives Should Executives Test?

November 10th, 2014 | Posted by Katheryn McKee in Retail | Uncategorized - (Comments Off on Which Initiatives Should Executives Test?)

In his recently published article in Information Age, APT VP Rupert Naylor explains the importance of leveraging customer and transaction-level data to run in-market tests to inform important business decisions, ranging from new production introductions to marketing and remodels.

“Organisations that are able to use testing in physical locations to drive growth and profitability will hold a distinct competitive advantage. We have seen industry leaders minimise the risk of innovation and maximise incremental margin by making testing each new initiative faster and cheaper prior to broad rollout. These in-market tests allow executives to predict which programmes will work, where they will work best, and how they can be tailored for maximum impact,” Naylor says.

Click here to read the full article.

Why CIOs Should Introduce “Innovation Funnels” in Their Organizations

November 2nd, 2014 | Posted by Katheryn McKee in Retail | Uncategorized - (Comments Off on Why CIOs Should Introduce “Innovation Funnels” in Their Organizations)

In a recent InformationWeek article, APT SVP Jonathan Marek recommends that CIOs create “innovation funnels,” a process for continually collecting ideas, testing them, and implementing the ones that are found to be effective, within their organizations.

Marek writes, “The key to a successful innovation funnel? Don’t limit the testing process to just a few big-bang ideas, or those from executives, or those that sound like winners. Ideas for testing should come from across the business and be developed from a broad range of sources, including talking to customers and store managers in the field, monitoring what competitors are doing, and looking at other industries that target your customers.”

Click here to read the full article.