Saudi Arabia
The MEMRB operation offers a vast variety of services to fast moving consumer goods (fmcg) clients from Retail Tracking to Special Modeling Tools.
Retail Audit
Panel
The panel covers a comprehensive list of all retail trade channels and is chosen to represent the retail universe along with specific trade characteristics. The individual sample is chosen based on scientific panel selection criteria and is maintained on an on-going basis for data continuity.
Methodology
Data collection takes place through a combined process of integrating EPOS Scanner data mainly from the upper end of the trade with the classic retail audit methodology.
EPOS scanner data is received from the outlets on a weekly/monthly basis while the classic retail audit methodology involves monthly/bi-monthly visits to a fixed and representative panel of retail outlets to collect details on inventory and purchases.
The results are extrapolated to the universe of outlets and reported by region and trade channel. The universe of outlets is based on the MEMRB conducted Retail Outlet Census covering both urban and rural areas.
Where available scanning data may also be reported separately as Named Account Data (NAD).
In both cases, the data is continuously and rigorously monitored using the most advanced techniques, a painstaking process that ensures MEMRB data is unsurpassed for quality and accuracy.
Accuracy, reliability and timeliness are the cornerstones of the MEMRB philosophy. Teams of statisticians are employed to ensure consistently high standards of market information; stringent controls monitor the collection of audit data and continuous investments are made in technology.
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Measures
A wealth of measures
The measures covered in the Retail Tracking reports are the following:
- Retail Sales in volume (i.e. litres, kilograms, pieces etc.) purchased by consumers.
- Retail Sales in value (local currency or other international currency).
- Brand Shares (volume & value).
- Retail Purchases (unit volumes purchased by the retail trade).
- Retail Handling (% of outlets handling a product/brand during the period, numeric and weighted).
- Retail Stocking (% of outlets with product/brand stocked at the end of the period, numeric and weighted).
- Size of Stock (volume of stock held by the retailers at the end of the period).
- Stock Coverage in days (volume of stock divided by average daily sales).
- Retail Out of Stock (% of outlets with product/brand out of stock at the end of the period, numeric and VW).
- Average Shelf Price.
- Average Sales per Outlet Handling (sales volume divided by the numeric handling; it shows the average sales of a certain brand within the outlets handling that brand during the audit period).
Additional measures can be implemented upon request.
- Exceptional standard of client support from knowledgeable and experienced teams. Service includes analytical support, value-added presentations and informed recommendations.
- Comprehensive client training programs ensure full understanding of MEMRB; services, analyses and software.
- Wide range of custom analytical models, studies and testing services available to address specific business issues.
- Flexible service allows clients to select the information package that meets their needs.
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Value-Added Services
Named Account Data
The ability to isolate retail chain data is invaluable for performance tracking and evaluation. It offers manufacturers meaningful and actionable information for various category management initiatives as well as measuring the performance of specific projects such as new launches and line extensions. It also provides a common currency that can be understood when talking to retailers.
Named account data provides a common currency by bringing several advantages:
- Better informed manufacturer-retailer discussions.
- Stronger negotiation position with retailers.
- Complete understanding of retailer performance.
- Fact-based decision making.
Key applications:
- Monitor sales performance within the chain (vis-a-vis competition).
- Analyse the impact of trade promotion activity on sales.
- Establish product listing arguments.
- Develop account level strategies to increase sales.
Features and key benefits:
- Single category database delivered in client defined hierarchy allows for straightforward comparison of performance. Databases are structured in a way that you can view the information in a way that is relevant to your business allowing you to get the answers you need fast.
- Effective category management delivers significant cost savings.
