New C-Store Tracking Service

Driven by consumer packaged goods (CPG) manufacturers' ongoing demand for greater insights into convenience store product sales, Information Resources is introducing its new InfoScan Convenience Store Account Level service. The service is the first of two convenience offerings IRI will bring to market in 2002 as later this year, IRI is scheduled to introduce its new InfoScan Convenience Store National service.

The InfoScan Convenience Store Account Level service has been redesigned from the ground up based on direct customer input. The service provides weekly scanner-based sales data and causal (promotional) information for all products and categories sold in convenience stores including salty snacks, confectionery, general merchandise, beer, non-alcoholic beverages, and cigarettes. The service helps manufacturers to significantly improve category management efforts by better understanding product sales within individual retailer-defined geographies.

'Opportunity for growth within the convenience channel is exploding and we are aggressively evolving our offerings to address this shift,' said Ed Kuehnle, president of IRI North America. 'Manufacturers of all types, particularly those with unique needs like non-alcoholic beverage, snack, and beer makers, need accurate, timely sales information to maximize marketing efforts. This service directly supports IRI's vertical industry focus. It is the next in a series of steps IRI is taking to deliver the vital tools and information manufacturers and retailers require to develop and execute an information-based convenience strategy.'

The InfoScan Convenience Store Account Level service expands IRI's existing convenience channel coverage, providing broader insights and greater visibility into many of today's largest convenience retailers. The service captures 100 percent of all UPC coded product sales across 14 retail chains, representing over 9,000 stores in 33 Retailer Marketing Areas.

The service also gives manufacturers new capabilities to measure performance against promotional activities. Using causal data, manufacturers can measure sales based on individual promotions and specific types of promotions at a particular retailer. These added insights provide manufacturers with a more detailed understanding of their promotional effectiveness at a given retailer.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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