Scanner Based Data Applications for Improving FMCG Sales and Marketing Efforts
Thomas Harris IRI Infoscan, United KingdomINTRODUCTION
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...