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 of the marketing mix at the retail level and on consumer reactions to different marketing strategies and tactics. This article, adapted from a paper read at the Advertising Association's conference 'The Outlook for Advertising and the Media in 1993', concentrates mainly (though not exclusively) on how sales promotion activities can now be monitored and evaluated.