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    FreshLook Marketing Creates First Syndicated Database for Deli

    HOFFMAN ESTATES, Ill. - FreshLook Marketing Group has begun marketing its brand-specific scanner-based sales information on deli meats and cheeses, with standardized category definitions and retailer-specific geographies.

    HOFFMAN ESTATES, Ill. - FreshLook Marketing Group has begun marketing its brand-specific scanner-based sales information on deli meats and cheeses, with standardized category definitions and retailer-specific geographies. The service, which company officials say is designed to allow retailers to compare their performance with that of the total market in which they compete, is being billed "as the first true category management tool for the $11 billion U.S. full-serve deli industry."

    Containing distribution, sales, and pricing information on some 2,000 separate brands of meat, poultry, and cheese, the new FreshLook database offers retailers detailed and timely marketing research information on manufacturers and producers.

    Based on scanner data from 17,000 supermarkets and 125 retail accounts, the database includes up to two years of historical information on approximately 200 types of meats and cheeses. Retailers can view sales in the retailer's market area (RMA) as well as the broader competitive retail market area (CRMA).

    "The availability of branded sales data allows the retailer to do a better job of selecting the proper brand mix for his particular store," said Mark Degner, president and c.e.o. of FreshLook Marketing. "Now it is easy. . .to examine how various brands, even those [not carried], are selling across his full market area.

    FreshLook's deli data is currently being used by manufacturers, producers, and consultants to guide manufacturing, marketing, distribution, and category management initiatives.

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