Solution Provider News: August 2015
Hunter Straker Launches Shoppergraphics
Norwalk, Connecticut-based agency Hunter Straker has introduced a proprietary behavior-tracking tool that analyzes 57 digital touchpoints along the path to purchase. Called Shoppergraphics, the tool generates seven key profiles that help define how consumers are using digital tools as part of their shopping trip (pre-store, in-store and post shop). Shoppergraphics analyzes common data among shoppers to identify trends, gaps and opportunities, arming brands and retailers with best practices for optimizing digital impact across a number of categories.
Raley’s Picks Unata for E-Commerce
Omnichannel solution provider Unata’s platform was recently selected by California supermarket chain Raley’s to power the retailer’s entire digital experience from online to in-store. Unata, based in Toronto, will kick off the implementation with a relaunch of Raley’s e-commerce offering later this summer. The Unata platform interconnects all digital retail touchpoints including circulars, e-commerce, loyalty programs and beacons through an omnichannel experience that links Web, mobile, email and more.
SC Johnson Hires TracyLocke
SC Johnson, Racine, Wisconsin, will transition from working with Geometry Global to Dallas-based TracyLocke as its promotions and shopper marketing agency of record. The change is the result of the manufacturer’s first major agency review since it dropped Draftfcb in 2011 in favor of splitting its advertising spend between BBDO and Ogilvy. (Advertising and marketing services company WPP owns Ogilvy and created Geometry in 2013.) TracyLocke, headed by Hugh Boyle, will coordinate with both creative agencies to develop global programs. Boyle became chief executive officer of TracyLocke after leaving Geometry in late 2014. “We look forward to working with such a talented and creative team,” SCJ CEO Fisk Johnson said in a media release.
Nielsen Introduces Package Design Evaluator
New York-based market research firm Nielsen has launched a creative enablement tool intended to help marketers improve the in-market effectiveness of package design. Drawing on patented technologies developed by its recent acquisition, Affinnova, Nielsen claims the platform enables CPG brands to explore a broader range of early stage design concepts and objectively assess them through consumer-driven analytics that provide better clarity when trying to identify the most impactful design routes.
Stratacache Acquires IZ-ON
Dayton, Ohio-based digital signage and content provider Stratacache has acquired IZ-ON Media, San Francisco, a digital media company specializing in in-store shopper marketing solutions. The acquisition includes all existing relationships with top retailers. “The acquisition complements our growing shopper marketing practice,” Stratacache founder and CEO Chris Riegel said in a media release. “Their deep expertise in driving consumer engagement through rich digital experiences at the point of influence and their ability to help retailers unlock new revenue streams will significantly increase the value that Stratacache brings to our clients.”
Personnel Appointments
C2 Creative Consulting, Chicago
The brand marketing agency recently hired industry veteran Mars Mandrico as its new design director.
Channel IQ, Chicago
Pat Burke, formerly of the Path to Purchase Institute, has been appointed senior director for the provider of online retail intelligence solutions to manufacturers, distributors and retailers. The position is a newly created role overseeing the company’s continued expansion into consumer packaged goods.
The Marketing Store, Chicago
The brand activation agency has hired Michael Jenneman as vice president, strategy.
Nielsen, New York
Technology veteran James Powell, formerly the executive vice president and chief technology officer for Thomson Reuters, has been named the company’s new global chief technology officer.
TracyLocke, Wilton, Connecticut
Shaleen Sharma, former partner and chief strategy officer at Wireframe, has joined TracyLocke as vice president, strategic planning and analytics.
Verve Mobile, New York
The location-based mobile marketing platform recently appointed Julie Bernard as its new chief marketing officer.
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