Abstract:
The rate of retail competition is going to increase more rapidly. The ease with which sales and share gains can be made will decrease rapidly. So the need is urgent to analyse potential more carefully, and to meet it. This requires a much deeper understanding of people. Macro aggregate norms and trends must be reduced to households, shopping trip sales opportunities, and individual trip purchases and spend. We know the basic laws governing the achievement of optimum retail potential and the absolute numbers within which they operate. But we also, know that in-store practices often produce actual sales below potential. And EPOS may perpetuate these practices, apparently recording 'demand' perfectly - but not recording what didn't sell. There is much to be done in this area, as well as in analysing household and trip share trends. This paper discusses and illustrates the essential components.
This could also be of interest:
Research Papers
Non-awareness and non-usage
Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Authors: Andrew S. C. Ehrenberg, Michael Bird
 
June 1, 1966
Research Papers
Predicting the sales potential of new products
Catalogue: ESOMAR Congress 1983: Demonstrating The Contribution Of Research
Authors: Simon Godfrey, Jon Wilkinson
 
June 15, 1983
Research Papers
Predicting the sales potential of new products
Catalogue: ESOMAR Monograph Series Vol.1: New Product Development
Authors: Simon Godfrey, Jon Wilkinson
 
June 15, 1990
