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Understand the Demographics of Channel and Chain

The Homescan® Account Shopper Profiler syndicated report identifies the demographics of shoppers by channel and account, building a common language between retailers and manufacturers.

This insightful report provides a demographic profile of the customers retailers depend on most for sales—core shoppers. It also pinpoints opportunities to increase shopping frequency among occasional shoppers. Manufacturers can target product distribution and/or in-store promotional efforts by comparing brand buyers with retailer demographics.

Both retailers and manufacturers can gain a solid understanding of the types of shoppers attracted by grocery, drug, mass merchandiser, dollar, warehouse club and many other trade channels and learn how shoppers differ across retail accounts and regions.

Account Shopper Profiler gives you:

• The most complete multi-outlet coverage, including channel reads on automotive and liquor retailers.
• Local market and regional views for Total U.S., nine Census Divisions, 50+ local markets and 120+ Retailer Trading Areas.
• All major retail channels and roughly 200 retailers.
• Pre-formatted templates to transform data into presentation-ready text and charts.
• Delivery via Web, local database and PLDB.
• 24 new Account Shopper Profiler trip facts to identify retailer shopping trip opportunities.

Identify the demographics of shoppers by channel and account
A comparison of Retailer A and Retailer B shoppers reveals the following differences: Retailer A core shoppers have higher household incomes, as evidenced by the fact that households with incomes of $40k+ account for 25% more of Retailer A dollar volume than would be expected (Dollar Index=125). In contrast, Retailer B core shoppers are somewhat lower income households with incomes of $20–39k, accounting for 39% more of Retailer B dollar volume than would be expected (Dollar Index=139).

Although spending among core shoppers is greater than occasional shoppers for both accounts, the dollar contribution among core shoppers is driven primarily by purchase frequency.

Account Shopper Profiler will help you:

• Identify the demographics of channel and chain shoppers to improve in-store promotional efforts.
• Analyze multi-outlet shopping behavior to learn how shoppers differ across retail accounts and regions.
• Pinpoint opportunities to increase shopping frequency among occasional shoppers.
• Compare brand buyers with retailer demographics and better target product distribution.
  
  

Nielsen Homescan™ is the leading and premier provider of household purchase and demographic information on consumer trends. Insights are derived from panelists who use a patented in-home scanner to record their changing attitudes, shopping habits, product purchases and lifestyles. Results offer highly actionable, demographically representative and nationally projectable consumer knowledge to both the consumer package goods (CPG) and retail industries.