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Latest Articles
About the ShopperNew year, new fortunes? Get the charts here 29/01/10The GfK NOP Consumer Confidence Index rose by two points this month to -17. § Confidence in “general economy” over the last 12 months has risen by four points to -57.
Confidence in general and confidence in their own personal situation in the next 12 months have both increased.
The ‘major purchase Index’, has stayed the same at -16.
KeyWay How Shoppers Shop 03/12/09If you want a summary covering the issues raised shopping in retail outlets, and how this compares to online, you will find it here.
IGD - ECR Availability measure - but don't rely on this yourself, read on for why 27/11/09The ECR supermarket survey currently measures availability for 200 lines across the following companies:
* Arla Foods
* Bacardi
* Birds Eye
* Britvic Soft Drinks
* Cadbury
* Coca-Cola Enterprises
* Colgate Palmolive
* Constellation
* Coors Brewers
* Dairy Crest Foods
* Danone
* Diageo
* General Mills UK
* Gerber Juice
* GlaxoSmithKline
* HARIBO Dunhills
* Heinz
* InBev
* Innocent
* Jacob's Bakery
* Kellogg's
* Kettle Foods
* Kimberly-Clark
* Kraft Foods
* L'Oreal
* LVMH
* Mars
* McCain Foods
* Muller Dairy
* Nestlé
Storecheck however, would like to advise you that the attached chart is hopelessly optimistic in advising you that you should be seeing high 90's availability.
These are;
1. Most of the above companies spend seriously in the field to improve their availability. So unless you do this, or you believe that their investment gives them no return, these figurs do not represent a reality that epos sales by store reveals.
We use store by store epos data to identify and fix issues. Non-availability in ranged stores is typically higher than they list here. So where they get the expectation of lost sales from missing SELs from is anyones guess.
2. Availability varies across the course of the week. And is heavily dependent on customer footfall, given that your facings are inelastic, and not kept topped up. The IGD figures hide the fact that they call equally across the week, not skewed for actaully what the shopper sees. So Shopper Availability is very significantly less than this as well.
3. We have been in discussion with the IGD on these figures and their drawbacks. The press reaction (in the pages of the Grocer) is that they are happy with where they are.
You cannot afford to be happy with where they are. Your current sales through stocking outlets determines whether you get either increased ranging, or increased facings.
Talk to Storecheck to get a handle on where you really are, and where you could be.
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