Correcting Consumer Miss-Understanding: A Guide to Your OmniConsumer

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 consistently 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. This whitepaper will explore how to quantify the impact of missed trips on your brand or category and provide granular data for 200 FMCG categories.