Scanner Based Data Applications for Improving FMCG Sales and Marketing Efforts

Thomas Harris

Electronic Point Of Sale (EPOS) data from grocery store scanners have led a revolution in the way manufacturers and retailers use data for strategic and tactical decision making.

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...

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