Retail measurement services (RMS) exist in a wide range of industry sectors including FMCG, consumer durables, pharmaceutical, vision care, pet foods (pet shops), Chinese tonics (Chinese Medical Halls), writing instruments, computers and peripherals, mobile phones/telecom products, and hardware and sanitary ware.
Within FMCG, Nielsen is the largest global service provider. IRI has a strong presence in North America, Aztec (acquired by IRI in 2013) is leading in the Pacific, and Intage is the sole service provider in Japan (Nielsen discontinued its Japan retail index in 2009). GfK is dominant in consumer durables, and IMS in pharmaceuticals.
The following steps outline the key processes in the development of a retail index:
Steps 1 to 3, the universe definition, census (i.e., universe estimation), and sample design and set up, pertain to the design and development of the service. They form the foundation for the measurement service.
Steps 4 to 6 constitute the ongoing measurement process that is repeated every reporting period.
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In an analytics-driven business environment, this analytics-centred consumer marketing workshop is tailored to the needs of consumer analysts, marketing researchers, brand managers, category managers and seasoned marketing and retailing professionals.
Suite of interactive, online dashboards that seamlessly integrate retail and consumer data sources in a manner that makes it easier to glean insights.
Suite of dashboards to visualize/analyse retail scan data.
Is marketing education fluffy too?
Marketing simulators impart much needed combat experiences, equipping practitioners with the skills to succeed in the consumer market battleground. They combine theory with practice, linking the classroom with the consumer marketplace.
The Plannogrammer is an experiential learning facility for category managers, trade marketers, and retailers in consumer markets. Ideally suited for hybrid learning programmes, Plannogrammer imparts hands-on training in the planning and evaluation of promotions and merchandising.
It supports a collection of simulation and analysis platforms such as Promotions and Space Planner for optimizing space and promotions, Plannogram for populating shelves and merchandising, a Due To Analysis dashboard that decomposes brand sales into the factors driving sales, and a Promotion Evaluator to evaluate the volume, value and profit impact of promotion plans.