The InfoScan advantage; now there is a better alternative for marketing information

Drug Store News, Oct 14, 1991

Before Information Resources turned UPC scanning data into actionable tools for decision-making, suppliers and merchants had to base their product marketing and merchandising decisions on the older system of warehouse withdrawal counts and store audits. Those systems have no tactical decision-making-value and simply can't compare to the kinds of multi-dimensional, rapid-response sales analysis programs made possible by InfoScan and IRI research.

Consider the advances in a single decade. In 1980, the best marketplace information available provided marketers with marketwide movement reports in hard copy, based either on warehouse takeaway or bi-monthly shelf audits. It was a pretty good way to get a general feel for brand performance and market conditions on a delayed basis, and a rough way to measure market-wide promotion response.

Comparing that kind of sampling with the kind of scanning-based information and analytical tools now available from IRI is comparing two different eras in market information. With IRI's resources, decision-makers and sales people can tackle their marketing questions to gain a tactical advantage in today's fast-changing, complex marketplace.

What's more, they can address those questions with the kind of precision and UPC-level detail that weren't possible a few years ago. Their data are updated weekly, and available through a wide array of access options including personal computers and summary reports.

COPYRIGHT 1991 Reproduced with permission of the copyright holder. Further reproduction or distribution is prohibited without permission.
COPYRIGHT 2008 Gale, Cengage Learning
 

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