Measure distribution and promotion reach more effectively
Reach measures the percent of the market that was exposed to a
specific promotion for a given period. For new, high-margin or
slow-moving items, which usually do not turn or sell once a week,
a 4-, 9-, or 13-week “moving window” that measures unduplicated
distribution and promotion reach on a rolling cume basis is critical
to providing an accurate read.
ACNielsen Reach Facts provide a more insightful way to understand
distribution and causal levels by providing the %ACV that had
distribution or in-store merchandising at least once during a
contiguous and rolling multi-week time period. Rolling Reach Facts
provide more robust information for analyzing salesforce performance
and retailer merchandising practices. They provide an accurate
picture on new item distribution build and they help pinpoint
the possibility of an out-of-stock situation.
Available now as a “fact” instead of a “period”
dimension, Reach Facts eliminate the need to maintain additional
cumed time periods on data
bases. Choose a 4-, 9-, or 13-week rolling cume depending on your
specific category needs and promotion practices.
Reach Facts give you:
- A moving 4-, 9-, or 13-week duration for Total %ACV and
six
merchandising conditions for Scantrack® food, drug and mass
services.
- Flexibility in managing and storing data since 4-, 9-,
or 13-week cumes become redundant.
- A reduction in database updates.
- Standard PLDB delivery.
The rolling four-week Reach Fact provides more insight
to understand the reason(s) behind why an item is not selling
in all stores of a market (indicated by %ACV) despite distribution
of the item in most or all stores (indicated by %ACV4WK-Reach
Fact).
Reach Facts help you to:
- Track distribution levels and evaluate promotion effectiveness
on a rolling 4-, 9-, or 13-week basis on market, sales area or
national levels.
- Gain more insight and flexibility in
measuring distribution and promotion reach, and uncover opportunities
for high-margin, slow-moving items.
- Analyze “reported” 4-, 9-, or 13-week periods
with “promoted” 4-, 9-, or
13-week periods for the most accurate picture.
- Evaluate salesforce effectiveness in achieving distribution
and promotion objectives.
- Understand new item distribution build and track performance
at a brand level.
- Uncover out-of-stock situations.
- Assess alternative trade promotion
tactics.
