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ACNielsen Launch All-Channel Retail Measurement Product
Responding to widespread changes in consumer shopping patterns, ACNielsen US this week announced a comprehensive retail measurement solution that offers significantly enhanced coverage of the complex US consumer packaged goods (CPG) marketplace.
The announcement was made during the VNU Marketing Information Group's annual Consumer 360 conference. The new product has been in development for more than a year and gives clients a complete view of consumer purchasing in both traditional and emerging retail channels, including food, drug, mass merchandise, convenience, dollar, pet, home-improvement, warehouse-club, and toy stores, as well as Wal-Mart.
A new modelling process is used to integrate information from three sources:- Retail measurement information, gathered at the point of sale, principally from AC Nielsen Scantrack
- Consumer purchasing information gathered in the home through the ACNielsen Homescan consumer panel
- Shipment and other data provided by consumer-product manufacturers.
Enhancements currently under development will add information from food-service and vending outlets, and increase the depth and richness of purchasing information as Homescan is expanded.
Alice Fawver, Senior Vice President, Retail Measurement Services, ACNielsen US Marketing, points out that 'The remarkable diversity of today's retail universe is one of our clients' most difficult marketing challenges. In a marketplace where consumers can find the same product in many different outlets, complete retail coverage is essential to help manufacturers develop the right marketing and sales programs, and to help retailers understand their competitive positions.
'We have been moving aggressively over the past year on this solution', adds Fawver, 'but at the same time we're taking care to ensure the new information we deliver to clients is accurate and meaningful'.
In order to illustrate the importance of tracking sales in all retail channels, Nielsen provide stats for the disposable diapers category, where less than two-thirds of category sales would be represented if retail measurement was limited to the grocery, drug, and mass merchandise channels:
| Retail
Channel |
$
Sales |
Change
vs. Year Ago |
Share
of Total Retail
Sales |
|
| Food/Drug/Mass |
$46,021,962,853 |
-7.10% |
61% |
| Wal-Mart |
$22,888,718,345 |
1.10% |
30% |
| Club |
$5,617,051,428 |
18.80% |
7% |
| Dollar |
$624,553,101 |
31.90% |
1% |
| Toy
|
$537,117,337 |
4.10% |
1% |
| Source:
ACNielsen,
52 weeks ending
02/21/2004. |
ACNielsen's web site is at www.acnielsen.com
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