The Game's Afoot
Marketing information provider The NPD Group Inc. has begun tracking Americans' athletic footwear purchases via online technology. Beginning this spring, NPD Athletic Footwear subscribers will also be able to supplement these reports with data on consumer satisfaction and future purchase intent, says the Port Washington, N.Y.-based firm.
Along with the introduction of the online consumer service, NPD says it also will integrate its retail point-of-sale (POS) database with its new online consumer database to allow for more detailed reporting and broader coverage of product movement and pricing at the category and brand levels.
Data from NPD's integrated tracking service for athletic footwear will be available this summer through NPD's standard deliverables. Beginning this fall, data will be delivered via a secure Web portal, NPDfashionworld.com. This site will provide 24-hour access to all market information from NPD Athletic Footwear databases, customized to each client's specifications. Other "accessibles" will include account information, technical support and industry news, it says.
NPD collects information from more than 20,000 consumers per week, including a subset of teens. Prior to launching online tracking, NPD monitored consumer purchases of athletic footwear via mail surveys since 1992.
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