Slovakia
The MEMRB operation offers a vast variety of services to fast moving consumer goods (fmcg) clients from Retail Tracking to Special Modeling Tools.
With the recent availability of scanning data, MEMRB can offer not just bi-monthly tracking data but also weekly data from the major retail chains in Slovakia. With the availability of weekly data, new services such as Early Indicator and PromotionScan were introduced into the market.
Retail Audit
Panel
Comprehensive coverage of all retail trade channels
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.
SUMMARY OF BENEFITS
- 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
Early Indicator
The Early Indicator is an effective tool to view the sales of a new product launch/re-launch on a weekly basis. It offers accurate and high frequency (weekly) sales and distribution data in the critical early stages of a product launch.
The monitoring is done in the scanning hypermarkets and supermarkets, where most new products make their initial entry, and data is available for all categories that are present in scanning stores. With the availability of weekly scanning data, 100% accurate information is available quickly (turnaround of 12 days), so that any necessary action can be taken immediately.
PromotionScan
For many manufacturers, expenditure on trade promotions represents a significant percentage of the total marketing budget. By evaluating the impact of these promotions, their distribution and subsequent increase in sales, future activity can be planned more effectively thereby increasing profitability.
The MEMRB PromotionScan is the first ever, weekly scanning service in Central/Eastern Europe. This service is based on EPOS scanner data combined with promotional materials (causal information) at weekly, store and bar code level.
Just like the Early Indicator, the PromotionScan service is used to monitor and evaluate trade promotions in the upper end of the retail trade where weekly scanning data is available.
The MEMRB service has a unique information set: scanning data for each week, each store and each bar-code matched to specific in-store causal information. This means that a model can be created using thousands of records per bar code, which helps to explain how product sales are affected as a function of various marketing variables. This model can be used to predict how sales will respond to changes in price or different promotion mechanics.
Accurate forecasting, leading to better inventory management, is at the heart of Efficient Consumer Response (ECR), a management philosophy which is increasingly being adopted by leading companies all over Europe. This means improved decision making, giving greater confidence in allocating promotional spends.
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Named Account Data
NAD is the release of data at the retailer level. In some cases it is available at an individual store level.
With Named Account Data manufacturers can make fact-based decisions at the retailer level. When used in conjunction with Early Indicator or PromotionScan, this service is invaluable in analysing new product launches and promotions.
NAD is also indispensable in the creation of Retailer Reviews, as well as SKU rationalisation, SKU optimisation and a host of other assessments that are necessary for manufacturers to remain competitive.
Rapid Check
RapidCheck represents a added-value service that offers in-depth results by city. Through this, manufacturers can quickly detect any competitive pricing activity and distribution trends. Quick field completion and data processing offer accurate, fast and actionable data. RapidCheck is a flexible, SKU-based service, which does not have to be category-specific.
RapidCheck monitors a customised list of SKUs.
The Monthly report contains the following measurements/level of detail:
- Presence (numeric stocking) by handlers/segment/brand/SKU;
- Average Price per SKU.
