Retailers and suppliers will get a definitive picture of how the multiples fare with on-shelf availability when the results of a new ECR UK survey appear next month, IGD has promised.
The survey, initiated by ECR UK and managed by IGD, will provide quarterly availability updates on 200 branded and own label lines in 12 categories in 350 stores across Britain.
Published results will
highlight products that have scored 100% availability, average performance for retailers and suppliers in percentage terms, and average figures for each chosen product category.
Instore checks will be conducted by staff at FDS Field Marketing, who will visit a cross section of stores of over 15,000 sq ft owned by Tesco, Asda, Sainsbury, Safeway, Somerfield and the Co-operative Group.
The stores will be visited at roughly the same time on the same day of the week (towards the end) to provide a fair comparison between retailers, said Somerfield logistics director and ECR UK co-chair Martin Oakes. “Obviously there are concerns that it’s fair and representative, but retailers and manufacturers have worked together to ensure that it is. They will go in within a certain time window, for example.”
The key value of the survey was to provide a consistent and meaningful set of data that retailers could use for benchmarking purposes, said Oakes. “Every retailer measures on-shelf availability in a slightly different way - using physical checks, or systems checks such as actual sales through the till versus expected sales.
“We wanted one standard measure that’s representative. This will be a flagship measurement.”
Elaine Watson
The survey, initiated by ECR UK and managed by IGD, will provide quarterly availability updates on 200 branded and own label lines in 12 categories in 350 stores across Britain.
Published results will
highlight products that have scored 100% availability, average performance for retailers and suppliers in percentage terms, and average figures for each chosen product category.
Instore checks will be conducted by staff at FDS Field Marketing, who will visit a cross section of stores of over 15,000 sq ft owned by Tesco, Asda, Sainsbury, Safeway, Somerfield and the Co-operative Group.
The stores will be visited at roughly the same time on the same day of the week (towards the end) to provide a fair comparison between retailers, said Somerfield logistics director and ECR UK co-chair Martin Oakes. “Obviously there are concerns that it’s fair and representative, but retailers and manufacturers have worked together to ensure that it is. They will go in within a certain time window, for example.”
The key value of the survey was to provide a consistent and meaningful set of data that retailers could use for benchmarking purposes, said Oakes. “Every retailer measures on-shelf availability in a slightly different way - using physical checks, or systems checks such as actual sales through the till versus expected sales.
“We wanted one standard measure that’s representative. This will be a flagship measurement.”
Elaine Watson
No comments yet