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Nielsen Debuts Retail Category Scorecard
The Nielsen Company has introduced a new scorecard product, designed to help manufacturers and retailers work together to measure how certain product categories bring shoppers into stores.
The Nielsen Retailer Category Shopper & Buyer Scorecard was developed for major client Wal-Mart, but is available for use by any manufacturer or retailer.
The process ranks product categories or types across eight shopper/buyer metrics including the number of buyers, the number of shopping trips, conversion ratios into sales, and spending per trip. A total score based on these rankings can then be adjusted to allow for store area demographics and local competition.
Todd Hale, Senior VP Consumer & Shopping Insights, Nielsen Consumer Panel Services, comments: 'Using syndicated consumer and shopper tools, we've built a unique framework for manufacturers and retailers to use together in measuring how they're performing and how best to improve category sales performance.'
Hale says manufacturers can work with a retailer of their choice, but as a demonstration, the company released data on categories bringing shoppers into a Wal-Mart Supercenter, based on data from the Homescan consumer panel. The results show that nearly 67 million households shopped at a Wal-Mart Supercenter in 2006, and that 36 of the 124 mega-categories Nielsen studied drew more than 60 million households, 'demonstrating universal appeal across demographically different households'. Of the 20 mega-categories that bring the most shoppers to Wal-Mart, 17 were food and beverage products, led by bread & baked goods.
Web site: www.nielsen.com.
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