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The World of e-Tailing: Where Clicks and Bricks Converge Linking Consumer Attitudes and Actual Purchase Behavior Trend Watch: Big Changes in OTC
Linking Consumer
CONSUMER INSIGHT:
150 North Martingale Road Schaumburg, IL 60173 800.988.4ACN World Wide Web site: http://acnielsen.com/ci
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Delivering Consumer Knowledge for Action For ACNielsen, our focus is to create a World Class Service Company. The success of the business solutions we provide to you will be directly linked to our ability to deliver more effective and efficient direct-to-consumer marketing and retail execution.
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The Role of the Internet in CPG: A Conversation with Paula Sneed, President, e-Commerce, Kraft Foods Recently, the staff met with the head of e-commerce for Kraft Foods to discuss the near-term implications of the Internet and e-commerce on the consumer packaged goods industry.
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The World of e-Tailing: Where Clicks and Bricks Converge Think what the pundits were saying about the Internet just five years ago. Who knew we would come so far, so fast? Very soon, the CPG industry will represent one of the largest online commerce categories.
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Linking Consumer Attitudes and Actual Purchase Behavior A strategic alliance between Market Facts and ACNielsen is now providing a breakthrough approach that gives marketers the best-ever insight into the relationship between consumers attitudes and their resulting behavior in the marketplace.
In every issue
16 Trend Watch Big Changes in OTC
Business Tools
18 Retail Tracking 20 Retailers 21 Analytics 22 Merchandising 23 Consumer Behavior 24 Decision Support Services
Volume 2, No. 1 Publisher ACNielsen Editors Mark Chesney Art Massa Design & Layout Kathy Zonyk Editorial Board Gary Binkoski Don Drews Kathy Mancini Elaine Noone Mark Puccetti ACNielsen Global Creative Services Laurel A. Kennedy Marketing/ Communications Slack Barshinger & Partners
Copyright2000 ACNielsen. Printed in USA. All rights reserved. ACNielsen, the ACNielsen logo, ACNielsen Workstation InformationServer, Category Masters, Convenience Track, Homescan, ICE, INFACT, Net Dispatch, PRICEMAN, SCANTRACK, SPACEMAN and SPACEMAN Enterprise are trademarks or registered trademarks of A.C. Nielsen Company. SEGWAY is a trademark of A.C. Nielsen Company and Market Facts, Inc. Microsoft, Visual Basic, the Visual Basic logo and Windows are either registered trademarks or trademarks of Microsoft Corporation in the United States and/or other countries. Other brand, product or service names are trademarks or registered trademarks of their respective companies.
Consumer Insight 3
Cover Story
Consumer Insight
CI. To summarize, for CPG firms the Internet has transcended its initial mission as communications vehicle and taken on the added role of transaction facilitator. Along with that change, many established, large firms recognize the need to compete in this space. Still other companies are using the Internet to build brands. Is that about right? Paula. I see it in a slightly different way. New Internet-based companies recognize that building brands on the Internet is essential for their survival. They recognize that, at the end of the day, the brands that deliver on their consumer promise are the ones that consumers will respond to and the ones that will survive. As Internet-based companies launch, they
Consumer Insight
quickly move to mimic what traditional companies have historically donebuild a reputation, build trust, build consumer loyalty by establishing a brand. For traditional companies, the challenge is to deliver the full impact of their brands through the Internet by magnifying and/or demonstrating their brand promise. Their opportunities are to build even greater brand equity and even more brand loyalty. The Internet is a great tool to build loyalty from existing users as well as to attract new users. CI. Thats a very important distinction, particularly the loyalty-building aspect. Paula. You are right. Now, through Internet tools, we can open a true dialogue with individual consumers and gain a better understanding about whats valuable to them, what they want and what they need. For example, we have tools that allow more personal connections with individual consumers on our website. With Make it Now! consumers can input three ingredients they have on hand, and we give them specific recipes using those ingredients. Our new Recipe Recommender lets consumers rate recipes by their appeal to the individual visitor. We then make suggestions based on their personal tastes. Make it personal, but also make it simplethese types of things build loyalty. CI. The sub-theme there seems to be interactivity. Paula. Think of it as customized interactivity, personalized interactivity. CI. What do you see as the distinction between the Internet and e-commerce? Paula. Think of the Internet as a tool that enables e-commerce. However, probably the best way to respond to that is to differentiate between e-commerce and e-business. Both terms are used interchangeably, but they are differentone is a subset of the other. When people talk about e-commerce, they mean transacting or selling on-line. However, e-business is much more
encompassing. It includes all aspects of the business value and activity chain that can be transformed by the Internet. For example, at one end of the value chain the Internet provides a way to communicate with consumers. At the other end of the value chain the Internet is changing the way we source products. At every phase on the activity and value chain, Internet-driven tools are changing the way business is done. CI. What are Intranets? Paula. An Intranet is a network of computers within a company versus the Internet, which is a network of computers connecting across the world. We use an Intranet to keep our employees informed about company activities and benefits. For example, many employees now have access to personalized benefit information 24/7. We use Extranets to communicate specialized information between internally and externally networked computers. For example, we use an Extranet to streamline our package design process. Weve eliminated sequenced approvals, tons of trafficking time and significantly reduced cost by conducting design business over an Extranet. CI. How does CPG stack up next to other industries regarding Internet use? Paula. Some other companies got there early because technology was their core business, so evolving to Internet-based business was a natural evolution. Most CPG companies first used the Internet to communicate with consumers. Now theyre expanding Internet usage to include suppliers and other members of the value and activity chain. CI. Can traditional companies make the transition to the Internet? Paula. Absolutely! You need t-business (traditional), and e-business (electronic) components to be
Cover Story
successful. Companies must learn to blend both to succeed in the 21st century. Were not going to walk away completely from what made us successful enterprises. At the same time, we have to recognize that without capturing new Internet capabilities we will not be able to compete successfully in the future. CI. What are some of the things that CPG companies need to take into account to become e-businesses? Paula. Traditional CPG businesses face two major challenges. The first challenge has to do with historical practices and behaviors. Much of what drove success in a mass marketing environment will not work if directly translated to the web. Companies have to be willing to abandon some business practices and to modify others. The second challenge has to do with organizational boundaries and structures. As the web modifies our work, we must evolve our structures to accommodate the new ways work is done. CI. Speaking of structures, you mentioned that the process of package design has changed at Kraft because of the Extranet. How did that affect structure and corporate culture? Paula. Package design, approval and printing has historically involved lots of steps, meetings, paper flying back and forth, and lots of re-work. The number of person-hours associated with the process was staggering. An internal champion emerged who challenged the status quo because he saw a great opportunity to speed up reviews while getting better results from color separators and printers, and delivering the package to the plant more quickly, all while saving money. For example, color copies alone used to be a major expense. Now, we are able to do away with them altogether. Everyone views and exchanges work electronically. CI. How do you change an entrenched process like that and make it electronic? Paula. It takes three things: a strong advocate or internal champion who will proselytize a team; partners willing to adapt to the technology; and finally, support from the organization based on early wins.
Consumer Insight
Technology enables us to personalize the message. Its also about communicating much more directly and personally.
Consumer Insight
CI. It sounds as though a major cultural shift is needed to become e-enabled. Paula. There has to be a cultural and behavioral shift. In the CPG world, success used to be based on the ability to find the best consumer insight and translate it into crisp mass media messages. Enter the Internet. Now, its all about communicating on a personal level. Before, we sold to demographic or psychographic groups of people. Now, its to John Jones or Mary Smith as individuals and self-segments or communities of very specific interests and needs. Technology enables us to personalize the message. Its also about communicating much more directly and personally. CI. What about the retail and broker side of the coin? Paula. The same holds true for retailers and brokers. We can communicate with them on a more personal level than ever before. There are benefits for CPGs, retailers and brokers to communicate more efficiently. And together, CPGs and retailers will enjoy better communication with the ultimate consumer. CI. What advice would you give manufacturers and retailers gearing up to become e-businesses? Paula. Thanks to the Internet, the competitive set is changing. Competitive tools are changing. The economics of doing business are changing. And consumer expectations are changing dramatically. With the Internet, any company has the ability to personalize and customize capabilities and services with all of its stakeholders and potential stakeholders. Therefore, I would suggest that well all have an opportunity to transform what we do and how we do it, across the entire value and activity chain. Act now. Begin to live in Internet time, shortening work/review cycles. Acting quickly, responsively. Using e-business tools gets us even closer to our customers, suppliers, consumers and other stakeholders.
CI. How do you see the Internet affecting the capture and exchange of information and insights? Paula. Hopefully, the information industry will transform itself. There is so much new information available we must find ways to get to it, analyze it and integrate it with other information sources. This will increase our ability to track and better serve our consumers. In the end, the Internet is a tool, a powerful tool but still just a tool. Tools only become useful when skilled people put them to work properly. CPG firms have proven to be excellent tool users in the past, and they will be in the future as well. ACNielsen is in a unique position your informational products and services have helped us grow our businesses over the past decade. Moving forward, new informational products and services will be required. By using e-capabilities and tools to gather information and insights from new data sources, Im sure ACNielsen will continue to be an industry leader.
Feature
The World of e-Tailing: Where Clicks and Bricks Converge
by Bob Tomei Senior Vice President, Marketing ACNielsen Leslie Warshaw Vice President, Media and Internet Services ACNielsen
Consumer Insight
he Internet is the fastest-growing consumer phenomenon the world has ever seen. In its short history as a marketing vehicle, its penetration has been a nearly vertical curve compared to the adoption of other 20th century media such as radio, television or cable.
Three major factors have contributed to this unprecedented growth: 1) a robust economy which resulted in available venture capital to jump-start new e-businesses; 2) the speed of change facilitated by almost perfect information available in virtually real time; and 3) the extraordinary marketing measures adopted by e-businesses which abandoned traditional business models and margin expectations. ACNielsen has been actively involved in many aspects of this medium. Recognizing the need for a single, industry-wide standard for e-commerce, ACNielsen formed a joint venture with NetRatings, Inc. to launch the first global service for tracking audiences, advertising and user activity on the Internet. In addition, the company has for some time been tracking the trends in e-business to better understand its potential for the CPG industry.
Consumer Insight
Excess or Success?
Think, for a moment, what the pundits were saying just five years ago. Some thought the Internet a fad, great for chat and sending messages to friends. Others saw a brave new world of marketing messages for consumers. But who would have guessed that consumers would give their credit card numbers online...or participate in an auction, where the only test of a sellers legitimacy is based on the self-policing ratings of other bidders? Look at the CPG industry. Who knew that consumers would purchase their over-the-counter medicine over-the-web? Or have their non-perishable groceries delivered via UPS? And who could have predicted that an Internet search engine would have a market value of over $90 billion before the year 2000? Or that an Internet service provider (the number two or three player at that time) would buy Time Warner? Super Bowl Sunday was the perfect example of how far we have come, how fast. Longstanding advertisers like beer and soft drink companies found themselves blocked from their usual time slots by aggressive e-commerce firms like Netpliance.com, WebMD.com, Kforce.com and Pets.com. The medium is the message now more than ever, and everyone is looking for the right model to cash in.
Consumer Insight 10
Feature
Peapod reconsidered this costly van-based, personnelintensive model, and opted to build central warehouses in some markets as primary fulfillment centers. In addition, non-perishable products can be ordered via UPS as part of the new Peapod Packages service. engage the consumer easily and solve a need with the least cost and hassle.
An Established Advantage?
Some in the industry feel established grocery chains currently enjoy a competitive edge when adding the Internet to their operating equation. For starters, the brand equity and name recognition built over the years will translates into immediate top-of-mind awareness for the site and a positioning advantage with Internet surfers. CNET News (news.cnet.com) concurred. Reporter Troy Wolverton asserted that traditional grocery stores which already have warehouses and established names could enter the market. Veterans of cutthroat price competition, the traditional grocers have the potential to wage a price war that their red-ink-running online competitors couldnt sustain.
Consumer Insight 11
Happy e-Holidays
The online holiday shopping season proved to be a success for many e-commerce sites. According to information gathered by Nielsen//NetRatings, the service marketed internationally by ACNielsen eRatings.com, holiday shopping sites led the fastest growing properties during the last quarter of 1999, with eToys topping the list, followed by Sears, JCPenney and The Gap. UPS found its web site affected by increased holiday season gift orders. Among the top holiday commerce sites we find a number of popular brands from the offline world, said Allen Weiner, vice president of analytical services for NetRatings. Sears, CBS, JCPenney and The Gap are learning how to exploit the universal power of their brand names on the Web.
Consumer Insight 12
Feature
e-commerce or e-business?
Many in the industry use these two terms interchangeably. And just as the industry, the meanings of these new words are changing rapidly. At ACNielsen, we define e-business as the conducting of any business using the Internet whether it is information delivery, e-mail requests, or actual exchanging of dollars for goods. We define e-commerce as a subset of e-business, focused specifically on transactions over the web.
Whos Who Online Heres a look at some of the players in the online retail world:
Online Retailer
CVS/Soma Seattle,WA
Markets
50 United States
Advantages
Attached to CVS drug stores so customers can order on-line and have items delivered or can pick up at store; delivery Has retail store brand recognition
DrugEmporium Columbus, OH
50 United States
Drugstore.com Bellevue,WA
50 United States
HomeGrocer Bellevue,WA
13,000 items: dry grocery, meat, dairy, produce, specialty foods (ethnic and organic), flowers, batteries, film, videos, beer/wine, pet items
Delivery w/in 90 min. window; do everything in house (i.e., digital studio, programmers); multiple small warehouses service large areas Only dry grocery items w/23 day FedEx delivery; national service
9,700 items: dry grocery, toys, videos, pet items, HBC, books, small home electronics
Peapod Skokie, IL
Austin, Dallas/Ft.Worth, Houston, Boston, San Francisco/San Jose, Columbus, Chicago, Long Island-NY; National for Peapod Packages service 50 United States and U.S.Territories
12,000-20,000 items (7,000 non-perishables): dry grocery, frozen, dairy, meat, produce, pet, beer/wine, tobacco, HBC, nationwide care packages 13,000+ items for dogs, cats, fish, birds, ferrets, reptiles, and other small pets; advice from veterinarians/animal behaviorists, subscription service, wish lists 15,000 items: Dry grocery, meat, seafood, produce, gourmet deli, dairy, bakery, wine, prepared meals, HBC, housewares, office supplies
Has plans to expand into UK market (with equity investment in Petspark.com) 30 minute delivery window
Consumer Insight 13
Feature
Which other brands do my users consider, as a likely risk to my volume? How do I quantify the value of retaining households at risk of switching? What messages, vehicles and tactics can be leveraged to retain them? How do I measure the impact(s) of my efforts, and integrate the findings into future programs to continuously lift my effectiveness? To acquire new buyers one must have similar information. Who are my brands best non-user prospects, and how do I segment and reach them? How much potential volume do they represent for my brand? Which competitive brands do they currently use, as likely opportunities to my brands volume? How do I quantify the value of acquiring such opportunity households? What messages, vehicles and tactics can be leveraged to attract them? How do I measure the impact(s) of my efforts, and integrate the findings into future programs to continuously lift my effectiveness?
A primary goal for marketers is to be able to measure effectiveness both quantitatively and qualitatively. The old adage that I know 50% of my advertising works, I just dont know which 50% holds true for most marketing executions. This new alliance between Market Facts and ACNielsen will enable marketers to do a better job than ever before at determining how to allocate marketing resources, develop the most meaningful messages for each consumer segment, and build overall long-term brand equity. Specifically, this is accomplished by providing the decision-maker with a foundation from which not only to determine resource allocations, but also to distinguish consumer segments along retention and acquisition parameters.
Consumer Insight 14
Feature
Improving efficiency in advertising and promotion is also high on the priority list for marketers, who are continually faced with doing more with less. To achieve this goal, one must know to whom, where and how to spend marketing dollars and how much to allocate to each initiative. To avoid waste, specific consumer segments must be defined at both macro and micro (targeted) levels to ensure long-term strategic objectives and near-term responsiveness. Marketers must also be able to determine the attitudinal availability of consumers, not only for their brands, but also for the competitive brands vying for share of mind within the desired category. Non-buyers are grouped into whether they are open, meaning they are receptive to the brand, or unavailable, making them poor prospects for acquisition [see Conversion Model chart].
The Conversion Model The Conversion Model assigns households to one of four classifications for each brand
Users
Secure: Commitmentdriven
Non-Users
Open: Receptive to our brand
Vulnerable: Market-driven
The key to this approach is the linkage of the Conversion Model-classified households with the ACNielsen Homescan consumer panel. This methodology enables each attitudinally classified household to now be viewed in terms of the dollar and unit volume each represents at the brand commitment level. Finally, a proprietary volume opportunity metric associates the likelihood of each households brand-volume migration in the context of their actual purchase behavior. For example, a marketer may assume that it would be too expensive to acquire all its brands non-users in the open marketplace. However, if receptive non-user populations (segments) can be classified as open to the target brand, and are geo-demographically identifiable and contained, then pursuing those segments becomes a more realistic consideration.
Consumer Insight 15
Precision Marketing
Once the opportunity (potential migration of volume in terms of upside/gain vs. risk/loss) is determined, the tactical planning becomes more straightforward. For example, after identifying your secure consumers, you might consider how best to target them with reward, loyalty, cross-sell or up-sell initiatives, given that you now can associate any potential upside volume with specific competitive brands at risk, all in a geo-demographic context. To defend your at risk volume among your vulnerable consumers, you could offer segment- or household-specific, geographically targeted loading incentives, bonus packs or retention rewards. To acquire open non-users of your brand, you could offer high-value trial and awareness building offers, incentives and samples. Assume a category with 50 MM purchasing households. There are three brands in the categoryBrands A, B and C. Below is a Conversion Model analysis of an actual household. The volume that is labeled in play shows the opportunity volume for Brand A and the corresponding at risk volume for its competitorsBrands B and C. [See Analysis 1].
The ability to effectively deliver meaningful messages and offers, differentiated by desirable segments of consumers, makes each marketing initiative strategically and financially more effective. In each case, consumers may be defined, qualified, and targeted through virtually any available vehiclefrom database marketing, the web and other direct-to-consumer vehicles to radio, cable/network/spot TV and print. Combining the strengths of the Market Facts Conversion Model with the ACNielsen Homescan panel, marketers now have a seamless approach to linking consumers attitudes with their behavior in the marketplace. This will provide an invaluable tool for more efficiently allocating marketing resources and building overall long-term brand equity. The Conversion Model analysis in this example showed that 20MM of the category households are unavailable to Brand Anot an effective target. Of the remaining 30 MM households, 10 MM are at risk and 20 MM are an opportunity for conversion to Brand A. [See Analysis 2]. Using information from the ACNielsen Homescan panel, one can measure the volume impact of each group. It might be tempting to go after the larger group, the opportunity households, but the analysis shows that the at risk households buy far more category units than the other group. Therefore, focusing marketing efforts on the at risk households is a much more efficient initial play. [See Analysis 3]. Analysis 3:
With this approach, Brand A can further help identify the biggest payoff for its marketing activities.
Households Volume
Analysis 1:
Sources of Opportunity and Risk for Brand A
Brand Brand A Brand B Brand C Classification Secure Vulnerable Vulnerable # of HH purchases 10 4 2 In Play
Analysis 2:
20 MM Households Are Unavailable to Brand A
Remaining 30 MM Households 10 MM at risk x 6 units Purchase = 60 MM at risk
Retain
At risk 10 MM
Acquire
Opportunity 20 MM
20 MM opportunity
2 units Purchase =
40 MM opportunity
Category=50 MM HH Category=50 MM HH
Consumer Insight 16
Trend Watch
here are big changes going on in the over-the-counter department. Believe it or not, nutritional supplements now account for nearly as much sales volume as the mainstay shampoo category, the number one Health & Beauty Care category. As recently as 1996, the dollar volume of shampoo was more than three times larger than that of nutritional supplements. Now the third largest OTC category, nutritional supplements enjoyed $1.7 billion in sales last year, a 19 percent jump from 1998.
Comparatively, shampoo accounted for nearly $1.8 billion in salesa six percent increase. And the growth in nutritional supplements is not just a fadaverage growth per year since 1996 is over 40 percent. Even with the overwhelming growth of the nutritional supplements category, opportunity for future growth looks good, given that household penetration for this category is still under 50 percent. Category penetration is skewed to middle-aged and older adults, including childless couples and empty nesters, segments that are growing rapidly.
Consumer Insight 17
The dynamic upswing of the nutritional supplements category is fueled by an increasing consumer emphasis on health, fitness and nutrition. In contrast to nutritional supplements excellent growth, appetite suppressant dieting aids experienced a 13 percent decline last year. Many consumers are moving to a whole health way of managing their dietspursuing weight loss through healthier foods. A recent trend toward conditionspecific products is also responsible for the momentum in the nutritional supplements category. Products such as gingko, which is claimed to improve memory, and St. Johns Wort, used to treat minor depression, are having a significant impact on the category. The whole health trend is also positively impacting another OTC category: protein supplements. In 1999, protein supplements grew 51 percent across all channels, with a staggering 146 percent increase in the mass channel alone. The profile of protein supplement consumers differs greatly from that of nutritional supplement users, with most protein supplement usage coming from young, single consumers, often to add a boost to their fitness regime. These trends in OTC products appear to be here to stay. Through new product introductions, promotions and education, the category shows signs of continued healthy growth. New nutritional supplements are being introduced at a rapid pace, consumers are becoming more dedicated than ever to a healthy way of living, and mainstream retailers are devoting more shelf space to such products than ever before.
Category Definitions
Nutritional Supplements Products taken for nutritional deficiencies or to supplement the diet. This could be because of illness or deficiencies in the diet. Some of the products may also include a vitamin ingredient to help absorption into the body. Examples include alfalfa, ginseng, garlic oil, and antioxidants. Brands include Centrum Herbals, One-A-Day, Ricola Herbal Health. Protein Supplements Products which are taken to supplement a protein deficiency or to add protein to the diet. These products are also used as dieting aids. Brands include Twinlab RX Fuel and Metabolic II.
Consumer Insight 18
Business Tools
Is your company having difficulty matching salesforce performance to regionally defined consumption data? ACNielsens Advanced Sales Areas can help. New from ACNielsen, Advanced Sales Areas are a highly customizable capability to create sales areas by definitions other than the standard state and county method, making your data reporting aligned with the responsibilities of your sales forces or brokers. For example, you can define Sales Areas by aggregating/ subtracting various retailer combinations; by retail customers buying responsibilities; or by broker responsibilities. The result is enhanced tracking, more actionable data, and better ability to influence business drivers. If your sales force needs to understand product movement by custom sales areas, ask your ACNielsen representative for more information.
Consumer Insight 19
C AT E G O RY MA S T E R S
Make Plans To Attend Category Masters August 1316, 2000 Disneys Contemporary Resort Lake Buena Vista, Florida SAVE THE DATE!
Plan now to join hundreds of representatives from the industrys top retail and consumer packaged goods companies at ACNielsens Category Masters Conference. Category Masters is the premier industry event to learn and exchange ideas on consumer focused business issues, such as globalization, retail consolidation, e-commerce, loyalty marketing and assortment. Through workshops, presentations and networking, you will gain the tools to convert your conference experience into actionable solutions that will impact your organization. A Category Masters conference brochure and registration form will be mailed to you in May. Conference registration will also be available on the Internet as of June 5, 2000, at http://acnielsen.com. We hope to see you at Category Masters!
Consumer Insight 20
Business Tools
Create Integrated Category Management Solutions From Analysis to Implementation
Choosing the right category management approach to meet your specific financial and marketing goals can be a daunting task. Thats why ACNielsen created intuitive processes to help retailers and manufacturers sort through the full spectrum of integrated category management solutions in order to develop, evaluate and implement category strategies that address individual needs. From initial category analysis all the way to in-store implementation, ACNielsen can help you design a category management program that best meets your needs and organizational structure. ACNielsens Analysis to Implementation approach starts with access to high quality data that directs store decisions. Measuring all retail channels from supercenters to convenience stores, ACNielsens syndicated data coupled with consumer panel and retailer data provide consumer-focused results that yield real opportunities to improve sales and profits.
for Retailers
Management of data is a critical component to category management success. With products such as ACNielsens Retail Warehouse Solution (RWS), ICE, PRICEMAN , and the SPACEMAN Suite, ACNielsen organizes the data to offer ad-hoc reporting and access tools that help you easily mine and analyze the data. ACNielsens expertise at drawing strategic insights from the data is unmatched. By leveraging a full-line of analysis tools, marketing and sales professionals can develop item assortment, pricing, promotional and shelf space programs that optimize category performance, meeting both retailer and manufacturer objectives. Once objectives are defined, ACNielsen can provide the right tools to implement in-store execution. From Analysis to Implementation, ACNielsen provides the pathway that leads you to successful category management solutions.
Combined with retailer data, ACNielsen systems and information provide solutions: from analysis to implementation.
Data
Information Management
Insight Development
In-store Implementation
PRICEMAN
Category Manager NITRO Internet Delivery SPACEMAN Professional and SPACEMAN Enterprise SPACEMAN Suite
SPACEMAN Connectivity
Business Tools
Efficient assortment today is a $6 billion opportunity. And understanding assortment and Activity Based Costing (ABC) is key to arriving at shelf profitability. The recent alliance between ACNielsen and Milton Merl & Associates combines powerful Performance Optimizer application with ACNielsens industry-leading assortment modeling capabilities. The combination of these powerful tools fills a major gap in the industry by clearly articulating the opportunities for using the most appropriate items to satisfy store volume at increased profitability. Performance Optimizer uses an ABC calculator, ABC Now, to optimize category profit as it relates to volume elasticity and cannibalization. It measures changes in volume and profit at the item, segment and category level that occur as a result of changes in assortment.
for Analytics
Consumer Insight 21
SYNDICATED DATA
Space Lite
REPORTING
Charts Reports Exports
PANEL DATA
Consumer Insight 22
Business Tools
for Merchandising
Business Tools
Category Management Applications Now Available!
ACNielsens Syndicated Category Management Applications are now available for 2000. These three key Homescan applications are guaranteed to represent more consumer shopping trips than any other category management tool anywhere. You simply cannot find a more complete look at consumer shopping behavior across channels than with ACNielsen. With ACNielsen ConsumerFacts, ChannelFacts and Account Shopper Profiler, you have the common language between manufacturers and retailers. And with the included Microsoft Excel-based templates, you are able to quickly analyze and focus on key business opportunities. All applications feature: National, regional, local and account level measurement More than 300 retail accounts Demographic and behavioral profiles of core and occasional shoppers ACNielsens Homescan Syndicated Category Management Applications contain many added upgrades for 2000 including a mid-year update. Talk to your ACNielsen representative today for more information.
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Consumer Insight 24
Business Tools
Workstation InformationServer 2.0 with NITROWorking the way you do
ACNielsen Workstation InformationServer was the industrys first 32-bit, object-oriented decision support tool. Version 2.0 represents ACNielsens continued integration with industry standard applicationsdesigned to work the way you do. Workstation InformationServer 2.0 lets you move even more quickly from analysis to presentation with our NITRO feature. Designed as the next generation of ACNielsens award-winning NITE product, NITRO can link your database information directly into Microsoft PowerPoint, Excel, and Word. And the ACNielsen information remains live, retaining its properties for consistent multidimensional viewing, manipulation and analysis within MS-Office.
Imagine the gains in productivity! And since Workstation InformationServer 2.0 leverages MS-Office, think of the reduction in application cost and training. Workstation InformationServer 2.0 with NITRO includes other productivity improvements: Enhanced navigation of data hierarchies and custom dimension items Enhanced cumulative methods and calculation order Enhanced functionality to support web based application development Even with the upgraded capabilities, Workstation InformationServer 2.0 retains its speed, power and extreme flexibility. Its scalability supports both small and enterprise environments, local or distributed. And Workstation InformationServer continues to provide a smooth transition from current 16-bit environment. Talk to your ACNielsen representative or visit our web site today to learn more about ACNielsen Workstation InformationServer 2.0.
April 8-13 Western Association of Food Chains Annual Convention Marriott Desert Springs Resort Palm Desert, California 29-3 National Association of Chain Drug Stores Annual Conference The Breakers Palm Beach, Florida
June 9-12 Grocery Manufacturers Of America Executive Conference The Greenbrier White Sulphur Springs, West Virginia 25-28 National Association of Chain Drug Stores Marketplace Conference Booth # t/b/a New Orleans Convention Center New Orleans, Louisiana
7-9
May Food Marketing Institute Supermarket Industry Convention Booth # 5330 North Hall McCormick Place Chicago, Illinois
18-21 Consumer Healthcare Products Association Annual Executive Conference The Greenbrier White Sulphur Springs,West Virginia
There are 6 billion consumers in the world. What makes yours so special?