Understanding retailer image and usage

William Blyth

Discusses the development of the TCA in the context of the retail grocery business. The article 1) traces the evolution of the TCA over time to meet changing needs, 2) traces the development of retailing up to the present day and its implications for the marketing of both retailers and brands, 3) outlines how two new extensions of the TCA service can aid theoretical understanding of today's markets and guide actual sales and advertising strategies.

Understanding Retailer Image and Usage

Bill Blyth Audits of Great Britain

This month sees TCA report number 316 released. With the thirteen four-weekly reports produced annually, this means that TCA is now in its twenty-fifth year. Its longevity is shared with the three other basic research vehicles – BARB, NRS and the Nielsen retail audit – which, between them, form the basis of the data used to monitor advertising performance in Great Britain of packaged groceries. It also shares with them one other major characteristic – an essentially unchanged methodology which permits the analysis of long-term data sets. The...

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