In-store insights enhance the decision-making process

Retail Measurement Services conducts in-store observation studies across a number of channels and markets, providing manufacturers and retailers with visually verified information about categories, brands, items, retail execution and the competition. Nielsen’s fully trained and certified personnel perform on-site observations using the most advanced collection techniques available to assess factors impacting sales and promotion performance, including the following:

• Distribution
• Existence of displays
• Display position and prominence
• Inventory levels
• Out-of-stock occurrences
• Shelf facings
• Product adjacency to competitors
• Linear measurement
• Lowest retail price
  

This 'extra' insight allows for more in-depth marketing tracking analysis and the analysis of sales rates by specific in-store conditions.

Provides insight into:

• Are my product displays set up at the recommended time and location?
• How many facings are allocated to my brand, by trade channel?
• How does my competitive activity impact my product's performance?
• Are inventory levels adequate at the onset of my product's peak seasonal period?
  

Especially useful for:

• Marketing managers can utilise Nielsen's Retail Measurement Services to determine the root cause of promotion-driven sales variances by confirming compliance to promotion execution.
• Sales personnel can prepare for account reviews and negotiate improved facings based on actual dollar velocities per unit stocked.

• Sales managers can verify broker compliance to ensure accurate pay for performance.
  

Key business benefits:

• Provide insight into store activities not found in standard research reports, through the use of custom observations.
• Enhance decision-making ability with another dimension to Retail Measures Services tracking data that enables managers to match in-store observed causal to actual sales for a more comprehensive understanding of the factors influencing sales trends.
• Gain visual confirmation of trade promotions to verify proper execution.
• Investigate suspected condition problems at the store level to develop practical corrective plans.
• Ensure successful new product launches by tracking promotion compliance.
• Assist retailers with assortment decisions by supplying information that relates market share to shelf space allocation.