Capstone Retail Insights

Custom Sales Tracking Studies

CAPSTONE can track retail sales, market share and relevant in-store causal factors using POS/scan data, conventional sales audits, or a combination of the two methodologies depending on the product category and trade class(es) involved.

Retail sales tracking studies may be conducted nationally or in specific markets and in most trade classes, including convenience stores, small food stores, liquor stores, bars, and cigarette and tobacco stores.

Applications

• Develop an on-going retail sales tracking system for your products and product categories
• Monitor the performance of a sell-in test market
• Monitor the performance of a competitor’s test market
• Fill trade class or geographic gaps in your current syndicated sales tracking system

Let Capstone

• Design and recruit the sample
• Collect the data using the most appropriate methodologies
• Deliver customized trend reports and graphics in the medium of your choice
• Provide in-depth analyses, including "deep-dives" and store group evaluations, to help you better understand market dynamics

Controlled Store Tests

Controlled store tests are in-store experiments designed to measure the sales and profit impact of merchandising or marketing alternatives.

CAPSTONE can conduct controlled store tests in almost any MSA and in most retail accounts, including supermarkets, drug stores, convenience stores and cigarette and tobacco stores. While most controlled store tests are conducted in chain accounts, CAPSTONE has conducted controlled stores tests in independents, as well.

Controlled store tests are ideally suited for measuring the sales impact of:

• Line extensions, especially when cannibalization is a concern
• Displays and point-of-sale materials
• In-store promotions or merchandising programs
• Changes in stocking locations or plan-o-grams
• Package changes
• Retail price changes

Let Capstone

• Develop the appropriate research design
• Recommend markets and retail accounts
• Gain retailer cooperation
• Establish and maintain all test conditions, including the delivery of test product (when required)
• Collect the data using the most appropriate methodologies
• Deliver customized trend reports and graphics in the medium of your choice
• Provide a cogent final report and statistical analysis

Controlled Test Markets

Controlled test markets (also known as mini-market tests or controlled market tests) are market-wide tests normally conducted in media-isolated markets, and are designed to replicate the proposed marketing plan for the product being tested.

CAPSTONE can conduct controlled test markets in a number of markets and across many trade classes, including supermarkets, drug stores and convenience stores.

Controlled test markets are ideally suited for measuring the sales and profit potential of:

• New products or brands
• Brand-leveraging strategies (introduction of existing brand names into new product categories)
• Re-launches of existing brands
• Line extensions with market-wide promotional/advertising support

Let Capstone

• Develop the appropriate research design
• Recommend markets and retail accounts
• Gain retailer cooperation
• Establish and maintain all test conditions, including the delivery of test product (when required)
• Execute in-store promotions
• Collect the data using the most appropriate methodologies
• Deliver customized trend reports and graphics in the medium of your choice
• Provide a cogent final report and test market translation

Distribution and Merchandising Audits

CAPSTONE can collect and report information on any in-store condition observable to the consumer in virtually any class of trade and market.

Measures available include:

• Visual distribution and out-of-stock
• Price and facings
• Display and point-of-sale signage presence
• Promotional activity
• Stocking location relative to competition
• Any other observable in-store condition

Let Capstone

• Develop the appropriate research design and sample
• Deliver fully customized reports and graphics according to your specifications
• Provide an insightful descriptive and/or statistical analysis of findings

Age of Stock / Damaged Product Audits

What is the age of my product at retail? How much of my product is expired or near expiration? How much damaged product is on the shelves?

Questions like these can be addressed by a CAPSTONE Age of Stock/Damaged Product Audit.

CAPSTONE can collect and report information on the age of your products and those of your competitors in virtually any class of trade and market.

CAPSTONE also can collect information on the incidence of damaged product at retail in conjunction with an Age of Stock or Distribution & Merchandising Audit.

Measures available include:

• Age (days from manufacture and/or days until expiration) of visual inventory (in ranges and average)
• Incidence of damaged product by type of damage
• Any other observable in-store condition

Let Capstone

• Develop the appropriate research design and sample
• Deliver fully customized reports and graphics according to your specifications
• Provide an insightful descriptive and/or statistical analysis of findings

Retailer Compliance Checks

If retailer compliance with the requirements of your merchandising or promotional programs is an issue, CAPSTONE can help identify deficiencies in compliance and "problem" accounts through a Retailer Compliance Check.

CAPSTONE can collect and report information on any in-store condition observable to the consumer in virtually any class of trade and market.

Based on the requirements of your merchandising or promotional program, CAPSTONE can report to you:

• % in full or partial compliance
• % out-of-compliance by specific program requirement or combinations of program requirements
• Accounts partially or fully non-compliant

Let Capstone

• Develop the appropriate research design and sample
• Deliver fully customized reports and graphics according to your specifications
• Provide an insightful descriptive and/or statistical analysis of findings

In-Store Retailer Interviews

In-store retailer interviews are used to uncover the attitudes, opinions, and observations of store managers and other store personnel.

CAPSTONE conducts in-store retailer interviews in most trade classes and in virtually any market, with particular emphasis on CPGs and the convenience store channel.

Some Applications

• Assess store managers' attitudes and opinions regarding your field sales reps and those of your competitors
• Determine the importance retailers attach to specific field sales rep performance areas versus their level of satisfaction with your field reps' performance in those areas
• Understand category trends and changes in consumer purchase behavior store personnel observe in their stores
• Determine whether consumers are providing any feedback to retailers regarding your products and, if so, the nature and content of the feedback

These and other issues can be addressed by CAPSTONE in-store retailer interviews.

Let Capstone

• Develop the questionnaire according to your guidelines
• Develop the sampling plan
• Gain retailer cooperation and conduct in-store interviews
• Deliver customized tabulations in the medium of your choice
• Provide an insightful final report and analysis