Elaine Watson
A new service from ACNielsen will enable suppliers to get hold of more accurate category sales data from the convenience and independent sector.
The new ScanTrack service is an industry first, taking weekly EPoS data from convenience multiples, co-ops, symbol groups, multiple forecourts, multiple off-licences and a representative sample of independents to give suppliers a fast, reliable and accurate picture of what is happening in the impulse' sector.
Previously, data was extrapolated through manual audits at a relatively small selection of stores on a monthly basis, said ACNielsen European marketing director, consulting services, Colin Bunn. "Clients have consistently told us of their need for better quality, more reliable data, more quickly, from the impulse sector.
"We are the first agency to utilise independent EPoS data in the way we have."
EPoS data from individual retailers such as Tesco or Sainsbury can also be broken down by format, so suppliers can look at product and category sales at, for example, Tesco Express, or Co-op Welcome ­ critical if they are trying to develop format specific strategies with these retailers.
Suppliers can also extrapolate data in the form that they want, utilising their category segmentations to better run and manage their businesses, said Bunn.
"Clients want us to segment data in the way that they see the market.
"This is a very exciting step forward ­ it is the service the industry has been waiting for."

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