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CHICAGO -- The Nielsen Company yesterday unveiled the Homescan Total ShopperView, a shopper panel specifically developed to capture non-bar-coded items such as meat, bakery, vegetables, coffee, film processing, and floral.
The panel is based on input from more than 45,000 consumers reporting on 15 critical non-bar-coded retail sectors.
"Homescan Total ShopperView serves as an analytical lens on the whole store, providing new insights into retailer share, shopper loyalty, penetration and spending in a competitive context," said Tim Kregor, president, Homescan & Spectra North America. "It will enable retailers to better deploy non-bar-coded areas of the store to achieve strategic objectives such as optimizing adjacencies for perimeter departments, differentiating store formats from competitors and leveraging consumer packaged goods to increase basket size."
Total ShopperView demographically profiles the heaviest consumers of non-bar coded products and services to develop the right advertising and in-store merchandising to maximize sales in these areas. In addition, by quantifying and tracking shopper penetration by department, retailers can now find out how important these perimeter departments are compared to their competition.
The tool also provides the opportunity for manufacturers to survey shoppers and their competitors' shoppers on these products and services to uncover their likes and dislikes about the shopping experience.
Panelists gather data using new technology in the form of an in-home refrigerator magnet with barcodes for fifteen essential perimeter departments. All non-UPC items are represented by barcodes on the magnet that are scanned by the panelists.
The 15 non-bar-coded departments covered by the Total ShopperView service include perishables (random weight meat, bakery, fruits, vegetables, cheese, cold cuts and lunch meat, prepared foods), center store (random weight coffee, candy/nuts/seeds), Rx, film processing, apparel, floral, gas, and take-out (both home delivery and pick-up).
The Nielsen Company is a global information and media company with recognized brands in marketing information (ACNielsen), media information (Nielsen Media Research), business publications (Progressive Grocer, The Hollywood Reporter, Adweek), trade shows, and the newspaper sector (Scarborough Research).