So the proud new father is walking around the store on Friday afternoon. He knows there is no way that he is going to get out of the house to join his mates at the bar. However, there is nothing to stop him from drinking beer at home. All he needs is to be reminded of that fact. After seeing the results of the data mining, Wal-Mart moved the beer next to the diapers and beer sales went up.
I thought the whole point of putting the milk in the back corner of the grocery store was to make you walk through the whole store so you'd pick up other things along the way. Wouldn't they do the same with diapers and beer? Or does that trick only work on us women when we're not being "taught a lesson" by our hubbies? I have never bought either diapers or beer at Wal-Mart so I have no idea where either are and if they're anywhere near each other.
In this opinion piece, Brett looks at how data mining for BIM can be compared to… buying diapers and beer?! You will see how his analogy is absolutely accurate by reading below.
What is it about beer and diapers? Google it. In 1992 Tom Blishok, NCR retail analyst "In the process of Tom creating materials for NCR to make the argument for why you want to house transaction data he needed a snappy example, so he dreamed up the "diapers and beer" example." From there, urban legends sprang up, Walmart, 7-11, moved diapers next to beer and sales went thru the roof (not true). Now we are being told to have combine creatives, the beer/diaper creative. Maybe we can get the most interesting man in the world to wear a diaper.