The upshot of the new Trax/Nielsen offering, Shelf Intelligence Suite, is that it will create a new syndicated, digital offering to provide greater and more frequent visibility into what is happening at the shelf. This takes retail activity optimization (RAO) to totally new levels because basing RAO on POS data is limited to checking price points as a proxy for a promotion actually taking place.
Also, checking for product availability through “no scans” has limitations as well. The richer, more accurate, digital image allows for visibility into secondary displays, planogram compliance, competitive activity, and other KPIs. This will allow CG companies to better allocate resources to go to the stores and perform the activities or make the decisions that will have the greatest impact.