New C-Store Tracking Service
January 30 2003
Information Resources, Inc has this week announced the immediate availability of its new InfoScan Convenience Store National service. The new service provides scanner-based sales data and causal (promotional) information at the national and regional levels.
Using the InfoScan Convenience Store National service, manufacturers will now have the necessary information to more effectively benchmark national performance of their products across multiple c-store retailers and develop, implement, and evaluate sales and marketing programs accordingly. The national service enables manufacturers to address key concerns such as:
- What are the top selling brands within a particular category?
- What promotion vehicles are most effective and deliver the greatest return?
- What is the most effective product mix for an individual category in this channel?
- What factors are driving sales trends and how can they be improved?
The new national service features a significantly increased sample size. This expansion improves data quality and enables manufacturers to measure all major products sold in convenience stores. The offering tracks such popular categories as beverage alcohol, salty snacks, antacids, cough/cold remedies, confectionery, biscuits, crackers, gum, carbonated soft drinks, and other beverages.
'Without question, the convenience channel is becoming increasingly important to many of our clients and this service delivers the relevance, coverage, and granular insights they need to manage their businesses and succeed,' said IRI's Chief Marketing Officer, Stephen Webster. 'Creating high-quality, comprehensive coverage for a channel as dynamic as convenience required a new approach. We believe both our national and account-level services not only address today's demands, but also provide a solid foundation for future enhancements as the c-store channel continues to evolve.'
The service also provides causal information for 100% of sampled c-stores giving manufacturers the capability to measure performance against promotional activities at the national level. Additionally, the offering features the same delivery timing as IRI's supermarket, drugstore, and mass merchandiser measurement services, and has been fully integrated with these services to offer a broader multi-outlet view from which manufacturers can guide their businesses.
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.
