Using scanning data to measure price and promotion effects

Heide Milde

This article describes how Nielsen are developing scanner applications in Germany. The current Scantrack service in Germany uses 50 stores from 12 different trade groups.

Using Scanning Data to Measure Price and Promotion Effects

Heide MildeA C Nielsen (Frankfurt)

There are over 800 stores with scanner equipment in Germany, most of them food stores or food departments in department stores. Some are in drug discounters, the rest in cash and carries. However, these food stores represent only 4–5 per cent of all commodity volume – much less than many other European countries. So, it must be some time before we can create a representative sample.

Nielsen has been using scanning data in Germany for some years now, and the current Scantrack service uses 50...

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