Sales promotion and the information revolution

This article from Nielsen, adapted from a paper read at the Advertising Association's conference 'The Outlook for Advertising and the Media in 1993' discusses the changing scene in grocery markets and the new information now available from EPOS scanners and advanced computer technology, concentrating especially on how sales promotions can now be monitored and evaluated.

Sales promotion and the information revolution

Nielsen

The revolution in retailing (particularly grocery retailing) over the past decades has been associated with major developments in the use of sales promotion techniques, on the part both of manufacturers and of retailers, and these together have dramatically changed the face of household shopping. At the same time, spectacular advances in the relevant information technology - more especially in the application of retail scanning data and data from electronic consumer panels - have permitted the production of a flood of information, in fine detail and with great speed, bearing on every aspect...

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