SCHAUMBURG, Ill. -- The Nielsen Co. today introduced the Nielsen Retailer Category Shopper & Buyer Scorecard, a new, first-of-its-kind tool for manufacturers and retailers to use together to measure how certain product categories bring shoppers into stores.
Available for use by any manufacturer or retailer, the tool was initially developed for Wal-Mart, which is working with Nielsen to provide information for manufacturers to use in helping Wal-Mart penetrate their key shopper segments with manufacturers' brands and consumer and shopper insights.[image-nocss]
We've pioneered an innovative and in-depth approach we call 'scorecarding' that examines shopper and buyer dynamics and determines the importance of categories and brands to types of stores and specific retailers, said Todd Hale, senior vice president, Consumer & Shopping Insights, Nielsen Consumer Panel Services.
Using syndicated consumer and shopper tools, we've built a unique framework for manufacturers and retailers to use together in measuring how they're performing and how best to improve category sales performance, Hale added. Knowing how a category attracts shoppers, buyers, trips and spending is more insightful than the traditional method of relying only on sales and sales growth. There's no better way for manufacturers and retailers to work together to maximize sales of the products as well as retailer sales.
Nielsen's total category shopper and buyer score is derived by ranking product categories across eight shopper/buyer metrics and examining shopper and buyer data. Data reviewed includes the number of shoppers and buyers for a category, the number of shopping trips to a retailer and shopping trips for a category, buyer and trip conversion levels and spending per trip.
The scores are summed to create a total shopper and buyer score, and analyses can also take into account the demographics in a store's area as well as the local competition.
The resulting score tells manufacturers and retailers: how a category attracts shoppers; how differences in retail formats and merchandising focus can drive more buying trips; whether a category attracts the shoppers who are more likely to shop in a particular retailer; how a category and a store are affected by area demographics and local competition; and how both sides can work together to influence shoppers to buy their brands and category at their stores.
Manufacturers and retailers can request more information about the Nielsen Retailer Category Shopper & Buyer Scorecard by contacting their Nielsen representative. The Nielsen Co., Schaumburg, Ill., is a global information and media company.
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