No More Missed Households, Trips, or Spend
Historically, brands and retailers have leveraged Point of Sale data and legacy purchase panels, typically stretched to align to POS data, to understand CPG market dynamics. Legacy data sets have traditionally missed non-traditional channels, from online to specialty, convenience, liquor, and beauty. The disparity has accelerated as the COVID-19 pandemic drastically shifted consumer behavior.
An analysis of Numerator’s omnichannel consumer data reveals that reliance on POS data and legacy panels has caused brands and retailers to miss the nearly 50% of consumer shopping trips that take place in channels missed by legacy solutions. By relying on legacy data, brands and retailers are forced to make important decisions, from advertising and targeting to merchandising and new product launches, based on an incomplete view of consumer spending and behavior.
The Numerator OmniConsumer Hub compares household penetration, consumer trips, and spend across both untracked channels and tracked channels for 200 FMCG categories, enabling brands and retailers to make investment decisions via a complete view of consumer spending and behavior.