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Tim
Callahan
President
ACNielsen
U.S.
It's no secret that the CPG industry is suffering today from
a lack of adequate information on emerging channels such as
club and dollar stores. Additionally, these same retail channels
have been slow to cooperate with information suppliers like
ACNielsen. Meanwhile, the investment community is hard-pressed
to understand the CPG industry for the very reason of the
incomplete picture that is available. This is a current state
that satisfies no one.
All that said, the manufacturer/retailer communities are emphatic
about the need for...
- Broader channel coverage
- More markets
- Retailer Trading Areas
- Deeper insights into key consumer groups
- Ethnic tracking
- More granular detail to enable category-level cross shopping
analysis
- Immediate consumption tracking
We believe we can
substantially address these needs through a significantly
expanded panel service that will provide the industry's best
coverage.
In discussions with literally dozens of clients and the Grocery
Manufacturers Association (GMA), one viable alternative that
has consistently surfaced is the use of consumer panel information
enhanced via shipment calibration. This would require delivery
of a "surrogate scanner" tracking service that would
yield "all outlet" views to drive CPG business results.
Consequently, a transformational plan is in place to expand
dramatically the ACNielsen Homescan Consumer Panel.
Here are just a few of the many benefits of such a mega-panel:
- Delivers "all outlet" views, providing the industry
a more complete perspective on business results;
- Allows for a clear understanding of channel incrementality.
- Provides observations of consumer behavior in emerging
channels;
- Delivers unique consumer solutions:
- Teens, elderly, mothers with newborns, etc.
- Out-of-home and in-home consumption
To date, VNU has
made a significant investment in making this expanded panel
a reality. We cannot do it alone. We will roll out this initiative
as aggressively as the industry will support. To participate,
contact your local ACNielsen representative today.
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