Spectra and ACNielsen Launch Expanded Loyalty-Building Service for Retailers
Category ShareCast Service Helps Retailers
Capture More of Their Best Shoppers’ Total Spending
Hollywood, FL -- March 31, 2005 -- Spectra and ACNielsen U.S. today announced the launch of Category ShareCast, a Spectra service powered by ACNielsen’s Homescan® consumer panel that provides consumer packaged goods (CPG) retailers with an important new approach to measuring and building shopper loyalty. The new service provides retailers with a superior understanding of their share of each shopper’s total category-specific spending and identifies opportunities to capture more of that spending.
The announcement was made during Consumer 360, the preeminent educational and networking event for the CPG industry. Consumer 360 is sponsored by ACNielsen and Spectra, businesses of VNU.
Tim Kregor, president of Spectra, said, “Assessing the true loyalty of shoppers has often been an elusive concept for retailers. Retailers have intimate knowledge about their shoppers – which customers spend the most and shop most frequently. What they don’t know, however, is how much these customers are spending outside their chain, and how many dollars they can hope to claim. Category ShareCast provides the missing context, telling retailers how much of their shoppers’ total spending they are capturing by category. This new metric will become an essential loyalty-building tool for retailers.”
Category ShareCast leverages best-in-industry data and methods. Spectra’s consumer segmentation modeling combined with ACNielsen’s Homescan consumer panel data measures how much each shopper’s household spends on each product category within a particular retailer and in total. The resulting category-specific share-of-wallet metric enables retailers to understand where real revenue opportunities exist and to utilize targeted marketing and merchandising activities to increase their share of each customer’s spending.
Robert Tomei, general manager of the ACNielsen U.S. Homescan business, said, “Category ShareCast is another example of how rich consumer insights from our recently expanded consumer panel can facilitate these and other retailer-specific analytics.” ACNielsen recently increased the size of its Homescan panel to an industry-leading 91,500 households, and expects to reach 125,000 households by the end of this year. “Through this expansion,” Tomei said, “we will be able to provide clients with a broader and deeper view of consumer behavior and a window into shoppers’ behavior inside and outside the store.”
Category ShareCast not only identifies opportunities for retailers to drive loyalty among groups of customers that offer the highest potential return on marketing investments, but also helps them build the programs.
John Chesak, Spectra marketing director, said, “Category ShareCast helps retailers focus on categories that represent an area of opportunity for them to build or maintain their customers’ loyalty. By understanding their customers’ share-of-wallet according to their definition of the category, retailers can implement merchandising and marketing decisions at the store level that will impact loyalty and increase revenue opportunities.”
Category ShareCast broadens Spectra’s suite of loyalty analytic products. Launched in 2000, HouseHold ShareCast estimates a retailer’s overall share-of-wallet. Also available is Spectra’s Targeted New Customer List, which provides a direct mail list of prospective new customers who live within a retailer’s trading area but are not yet members of the retailer’s loyalty marketing card program.
About ACNielsen
ACNielsen, a VNU business, is the world`s leading marketing information provider. Offering services in more than 100 countries, the unit provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior. Clients rely on ACNielsen`s market research, proprietary products, analytical tools and professional service to understand competitive performance, to uncover new opportunities and to raise the profitability of their marketing and sales campaigns.
About Spectra
Spectra, a VNU business, serves the fast moving consumer goods industry with consumer-centric marketing solutions, creating marketing ROI by measuring the consumer behavior impact of all demand side spending. Spectra provides clients with world-class segmentation and targeting services that help them identify high-value consumers, uncover new opportunities and execute marketing and sales efforts at the store level.
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