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ACNielsen Tracks Thai Shopping
ACNielsen is rolling out its Homescan consumer panel service, together with its ScanTrack retail measurement technology, in Thailand. ScanTrack automatically measures sales and their relation to promotions, while Homescan tracks consumer purchases and trends.
Homescan
Homescan measures the purchases of a panel of more than 2,000 households in Greater Bangkok and the upcountry urban areas. It will track shopping through all retail channels in Thailand across a wide range of FMCG products. The data will allow quick and detailed analyses of trends such as consumer demographics, propensity to purchase, brand loyalty and purchase volume. The technology used by Homescan is available in 22 markets globally, including the USA, Australia, Hong Kong and now Thailand.
Khun Chantira Luesakul, MD for ACNielsen Thailand says a scanner-based panel was the preferred solution for Thai clients, who need more timely and accurate market information than conventional diary-based tracking can provide. He explains that users will be able to integrate Homescan information with existing ACNielsen retail databases to allow greater analysis. He describes the new service as 'the only effective way for the retail sector to obtain a complete 360O understanding of their consumers' purchasing and consumption habits and how they change over time'.
ScanTrack
ScanTrack, developed with the support of key retailers in Thailand, uses retailers' scanning technology to track and evaluate the success of sales campaigns by comparing promotional sales patterns with general sales performance and market share. The technology also helps retailers to understand the seasonal fluctuations for various products. The service is supported by ACNielsen | Advisor i-Sights, a web-based technology that lets clients analyse the information flexibly.
Khun Kongkiat Phanawadee, Executive Director, ACNielsen Thailand says the 'availability of actual sales information in a weekly breakdown is simply a breakthrough for both the research and retail industries'.
Latest Findings on Beverages
Using ScanTrack and Homescan data, ACNielsen studied the sales and purchases of health-related and non-alcoholic beverages in Thailand. The ScanTrack data revealed that sales of health-related drinks grew by 18% compared with a 14% growth for non-alcoholic drinks over the last 40 weeks. Homescan data also reflects the growing importance of health-related beverages such as ready-to-drink tea, soymilk and bottled water. Figures show, for example, that that 83% of urban households bought milk at least once in the last 20 weeks, while 66% bought carbonated soft drinks, 58% bought ready-to-drink tea, 45% bought fruit juice, and 29% bottled water.
ACNielsen is online at www.acnielsen.com
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