IHA caught up with Peter Greene, practice director of consumer durables at Numerator, based in Chicago and San Francisco, to learn about research on omnichannel shopping behavior, which he will discuss at the 2019 International Home + Housewares Show. At the Show, the Innovation Theater will feature 21 presentations over four days. Topics discussed will include design innovation, smart home, digital commerce, and global market trends.
Peter, tell us about yourself.
For more than 20 years, I have had the pleasure of being involved in helping retailers and their vendor partners in the housewares industry grow. Since 1993, I have helped leading brands leverage market research to understand their shoppers, develop new products and enhance their marketing programs. From building out a housewares business for another research firm to now enhancing Numerator’s InfoScout OmniPanelTM capabilities, I have enjoyed bringing new and innovative research and insights to the housewares industry.
What is the most exciting or rewarding part of your work? What fuels your inspiration?
I tell everyone and anyone who will listen—the most enjoyable part of my job is helping clients find that Aha! insight—research that uncovers information that ties to quantifiable ROI for their business. We’ve helped our clients gain additional shelf space for items, successfully launch new products and defend their items from delisting or price drops. Helping our clients fuels me and my team every day.
Can you name a pivotal event or project that impacted your career or company?
Joining a research company, Audits & Surveys (no longer around) right out of university and working on the tracking of small appliances for Braun (then a stand-alone company). It introduced me to the industry and the fantastic people in it. I have tried to get out ever since but 25 years later I am still enjoying both.
In the past few years, what has changed most in your business? How has your company met these challenges in the way you work?
The biggest change has been the need for a longitudinal view of consumer purchases. InfoScout, now part of Numerator, developed a receipt capture via mobile phone approach and recruited the largest and most representative panel in the U.S. to meet this need. They disrupted the market research industry with this innovation. Since 2011, retailers and vendors across a variety of industries have signed on to leverage the insights from this data to grow their business. For housewares, we have developed specific solutions and combined them with a team with deep history in this industry to meet the needs of our clients in this space better than any legacy solution.
Any tips for how to de-stress and find personal time and balance in the demanding 24/7 workplace?
Anyone who knows me or has worked with me will tell you I am almost always available, but I will carve out time for my family and a round (or two, three) of GOLF! For most, golf causes stress, for me it is the exact opposite, for I can shut out all distractions when on the course.
Omnichannel Impact on Housewares: Havoc or Opportunity?
Sunday, March 3 11:30 am – 12:20 pm
Innovation Theater | Lakeside Center | Room E350
You’ve presented in the Innovation Theater before. Tell us what you will be speaking about and how and this topic is important for Show audiences.
I have been involved with this industry for nearly 25 years. I have had great success in helping manufacturers and retailers grow their business and improve their sell-through by utilizing shopper insights. Real-time data from Numerator’s InfoScout OmniPanelTM provides consumer purchase behavior across categories, channels and time. No longer is it enough to know that a consumer purchased your product – now you can now understand what happens after their interaction with your brand. For example, did they choose you again for their next purchase? This is a huge opportunity for the industry to drive that next purchase of a brand or next purchase at your store. Numerator is on the forefront of this and I am looking forward to sharing these insights, engaging with vendors and retailers to help them address their strategic business issues.
Our information allows clients to track the same panelist purchases across brick and mortar and e-commerce channels. Understanding the shift in channels is critical to everyone in the housewares industry and we plan to explore where it is happening and the impact it is having on key categories. #shifthappens
What do you see as consumers’ biggest concerns regarding housewares products or how to shop for them?
Shopping for housewares sure has changed. Come to my talk and I will tell you all about it!
Thank you, Peter, for sharing your enthusiasm for the housewares business. We look forward to learning from your deep experience in tracking consumer attitudes and shopping behaviors to explain how Numerator discovers the links between the shopping journey and the actual purchase outcome.
Numerator brings together omnichannel marketing, merchandising and sales data to make pursuing new possibilities simple for brand, retail and agency clients.
Learn more at www.numerator.com.
Learn from experts about how to invigorate your new products and services by enhancing your innovation efforts. Be sure to attend the free executive-level educational sessions at the Innovation Theater to hear about the latest research and analysis of home trends and developments for the smart home, kitchen, health care and other categories. These programs will give you a fresh perspective as you walk the Show and will inspire, inform and improve your business. All programs will be audio-recorded and will be available at www.housewares.org after the Show.