Gaining a competitive edge at the account level

Successful selling and marketing demands that manufacturers manage the sales process in cooperation with retailers. To promote this cooperation, Nielsen provides flexible account-level solutions that address a range of business issues including:

• Business reviews
• Category management
• New product introductions
• Store-level opportunities

Retail Measurement Services offers sales and marketing managers a comprehensive array of retailer-specific sales and merchandising information, providing a virtual report card of product and category performance. With full fact sets including baseline and incremental sales reporting, Nielsen account-level services establish a common frame of reference for category management implementation across retail chains and geographic markets. Sample-based, store-level and census trading areas provide a wealth of detail that sales and marketing managers can use to review and evaluate marketing tactics on a chain and store-by-store basis.

Provides insight into:

• Am I getting my fair share of the category in an account?
• How can I build volume through category management?
• What impact do my in-store promotions have on product sales, and how does this differ across retailers and across markets?
• How effective was the display I produced last month in support of my new product introduction?
• Which chains in a market represent opportunities to increase distribution, and what is the sales potential of each?
• At which stores do my brands perform the best, and what are the underlying factors influencing performance?

Especially useful for:

• Sales and marketing professionals can utilise Nielsen Retail Measurement Services to more effectively allocate human and financial resources between and within geographic areas.
• Sales managers can identify selling opportunities by market and by retailer.
• Category managers can assess their fair share financial opportunity of the market and formulate strategies and tactics for achieving their profit targets.

Key business benefits:

• Maximise the impact of merchandising and promotions by evaluating program execution and effectiveness at the local level.
• Manage marketing resources more profitably by identifying retailers with high/low performance or other exceptional results in the marketplace.
• Strengthen retailer relationships by developing actionable business reviews and employing category management techniques.