| How does it work?
ACNielsen | Homescan comprises a sample of households that is selected and controlled to be demographically representative of the Australian household population. Each household is equipped with a hand-held scanner through which details of all purchasing are entered - product, quantity, price and outlet. This electronically captured data, is linked with the demographic details of the household and the household purchasing history. This information is then grossed up to represent that of the total market.
Collected on a continuous basis, it is possible to measure the ongoing changes and interactions of households purchasing behaviour across all grocery and fresh products.
What does it provide and how is it used?
Homescan incorporates both descriptive and diagnostic information. Consumer Panel data provides information on purchaser attributes, purchase behaviour, market penetration, share of category requirements, brand loyalty, brand switching, plus a wide range of other powerful analytics. The rich database not only tells you what is happening but, more importantly, it provides insights into why consumers behave the way they do.
Homescan allows you to know your consumers better, understand what motivates them to buy and answer consumer issues. Having insights into consumer purchasing behaviour enables you to maximise the potential for your brand(s) by providing focus on what marketing strategies may be necessary to change or reinforce consumer behaviour.
Core Benefits
Understanding the consumer, how and where they shop, is critical in today’s competitive environment in which manufacturers and retailers alike strive to further grow their business. The core benefits of using Homescan to understand your consumer include:
Refine strategies and tactics according to impact:
-
Measuring purchasing from the same group of consumers over time allows access to continuous trend information. If a sales or marketing initiative is implemented, Homescan enables you to monitor the impact of the initiative in terms of changing consumer behaviour. If the initiative is not meeting the set objectives, remedial action can be taken to improve or withdraw the initiative.
Informed sales and marketing teams:
-
Key deliverables for Homescan include Homescan® i-sights a brand planning tool for the marketers, and Homescan® TradePlanner a category/account review tool for the sales and category management teams. Each of these is available on their desktops, facilitating quick and easy information sharing, and is updated every four weeks for timely delivery.
Building consumer based brand and account plans:
-
Homescan data is complete, measures all channels, products, markets, accounts and is representative of the Australian household population. By understanding what drives sales, buyers or amounts purchased, clients can implement plans that leverage a change in behaviour that is beneficial to the brands/categories within its portfolio. Similarly, by understanding where they shop, how often and how they allocate their purchases across different channels, category plans and trade reviews are devised which centre around those making the purchases.
Better informed decision making:
The Homescan analysis process
The Homescan analysis process can be broken down into 5 core parts:
Brand and Market Tracking
Keeping a close eye on the markets is essential if you are a manager making sales and marketing decisions. Homescan will help you keep abreast of changes in consumer purchasing and shopping behaviour as it happens.
Consumer Dynamics
Consumer and brand sales are driven by consumer behaviour, so the next step is to understand what consumers are doing to drive sales. Homescan provides the basis for a complete understanding of consumer behaviour, via consumer diagnostics such as: how young families behave, who the heavy category buyers are, the extent to which consumers respond to promotional initiatives and how many try and subsequently repeat purchase your new brand. Consumer dynamics provide the basis on which to build sound brand and category plans.
Shopper dynamics, sales management and category management
Consumers shopping behaviour differs across the various stores available to them, and thus influence account shares. Homescan will enable you to better understand what consumers are doing by key retailer and distribution channel to help you develop the most appropriate retail based strategies. This is via a better understanding of such things as: how many households shop in each account, how successful the account is at converting shoppers to loyal buyers, how often they shop and how much they buy each time they shop, how important the shopper is to the store in terms of their total basket size, and what type of shopper uses the store.
Strategic Planning
Having a clear understanding of your markets, consumer diagnostics, and the shopping behaviour across distribution channels, and the ability to access such information for emerging categories and those which you do not currently operate will help you develop much better quality, and more focused strategic plans. Homescan information can be merged with other data sources, and your own internal planning to ensure that consumers are included into all your strategic planning initiatives.
Globalisation
As the world becomes smaller via our continuous moves towards globalisation, the worldwide Homescan panel will help you benchmark your local markets to those of other nations. You are able to measure consumer variables at a total market, product, or retailer level across different countries to help identify growth opportunities for new products, or new consumer based initiatives.
|
