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Understand Channel and Account-Level Shopping Dynamics
Homescan® Channel Facts allows marketing and sales teams
to compare and contrast basic shopping measures across channel shoppers
and category buyers within key retail channels and accounts.
Retailers can no longer think that their competition is limited
to their specific channel. Manufacturers need to partner with
retailers in developing a category strategy to establish the most
effective merchandising, promotional and pricing levels to drive
increased category and brand volume.
For example, although more category buyers shop in Retailer A
(17.1MM), only 11% buy Category Z there. Retailer A should have
the potential to convert at least as many category buyers as Retailer
B (29%).
Converting 29% of Retailer A shoppers to purchase Category Z
represents a $26.47MM opportunity for Retailer A. (29% - 11% =
18% incremental conversion x 17.1MM Hhlds x $8.60/per Hhld=$26.47MM
opportunity). Additional Retailer A opportunity through improved
category buying rate ($8.60-$22.60).
Category Z Buyers display strong spending power relative to the
average account shopper, especially in Retailer B.
Channel Facts gives you:
- Retailer Insights templates to transform Channel Facts
data into pre-formatted, presentation-ready text and charts
- Immediate access to over 1100 product groups and categories
- All major retail channels and roughly 200 retailers
- A fixed set of total shopping and category shopping measures
- Total U.S., nineCensus Divisions and 23 markets
- Delivery via CD-ROM or ACNielsen Workstation Information*Server
Channel Facts helps you to:
- Identify the importance of category shoppers within a given
channel.
- Understand buyer conversion rates: What percentage of the
category buyers who shop in a channel or account actually buy
the category in that channel or account.
- Understand trip conversion rates: What percentage of the channel
and account trips among category buyers included the category.
- Pinpoint opportunities to focus marketing efforts and new
product initiatives against alternative channels of distribution.
ACNielsen
Homescan™
is
the
leading
and
premier
provider
of
household
purchase
and
demographic
information
on
consumer
trends.
Insights
are
derived
from
panelists
who
use
a
patented
in-home
scanner
to
record
their
changing
attitudes,
shopping
habits,
product
purchases
and
lifestyles.
Results
offer
highly
actionable,
demographically
representative
and
nationally
projectable
consumer
knowledge
to
both
the
consumer
package
goods
(CPG)
and
retail
industries.
