Scanner Based Data Applications for Improving FMCG Sales and Marketing Efforts

Thomas Harris
IRI Infoscan, United Kingdom

INTRODUCTION

The availability of Electronic Point Of Sale (EPOS) data from retail store scanners has lead to major changes in monitoring and changing marketing efforts for Fast Moving Consumer Goods (FMCG). In the USA, these data have been available and in common usage by manufacturers since 1987. With this availability, a variety of applications have been developed that provide insights for sales and marketing professionals to better understand the marketplace. Further, these data have been and are currently used to both better understand the marketplace and provide knowledge that can be directly applied to improve FMCG sales and profit. EPOS data are also now becoming more widely available, with the penetration of scanners growing rapidly throughout Europe. Applications of these data to the sales and marketing environment are growing accordingly.

DATA