1 Homescan ® Syndicated Database Orientation. 2 POS (scan) data tells you what sells in a retailer’s stores -- Homescan consumer panel data tells you

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Copyright © 2002 ACNielsena VNU company

Homescan® Syndicated Database Orientation

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POS (scan) data tells you what sells in a retailer’s stores -- Homescan consumer panel data tells you who buys what in the stores and what they buy elsewhere

A group of households selected to be demographically and geographically representative

Continually providing information about their purchases

From all outlets using in-home scanners

Understanding your customers’ preferences allows you to tailor merchandising and operations to better meet customer needs

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Homescan collects more than just demographic information allowing you to

understand more about customer lifestyles

Female/male head of household Age Employment Occupation Education

Other household members Age Relationship to panel member Employed for pay

Household income Race Hispanic descent

Cable TV

Type of residence

Own/rent residence

Length of residence

Pet ownership (dog/cat and number owned)

Vehicle ownership (car/truck and number owned)

Appliance ownership

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Homescan’s allows you to look at your business globally and locally

61,500 households Geographically dispersed Demographically balanced Projected to U.S. Census at the national, regional, and market level Estimates are updated monthly to reflect changes in the

population The robust sample allows the creation of custom geographies

23 local marketsBuffalo/RochesterBostonCharlotteChicago

ColumbusDenverHoustonLos Angeles

MiamiMinneapolisNew YorkPhoenixDetroit

SacramentoSt. LouisSeattleTampaDallas

AtlantaBaltimore/Wash.San AntonioPhiladelphiaSan Francisco

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Pacific

Mountain

West SouthCentral

West NorthCentral East North

Central

NewEngland

Mid-Atlantic

SouthAtlantic

East SouthCentral

9 U.S. Census Divisions

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Caveats of panel data

Collection and reporting takes place in the home so items bought and immediately consumed may be missed

Panelists do not scan purchases made for business use Hard-to-recruit households are a challenge for all

marketing research companies requiring special recruitment and projection practices Extremely low / extremely high income households Young, single males Young female heads with young kids Certain ethnic households

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On each shopping trip (no matter who in the hhld is shopping):

Date purchased Age and gender of primary and secondary shopper Retailer and channel shopped Frequent shopper card usage* For each UPC...

Number of units purchased Price paid (non ScanTrack stores only) Deals used (mfr cpn, store cpn, store sale, other)

Source of coupon* at home, at the register, elsewhere in the store

Total amount of shopping trip ($) Method of payment*

* collected from a subset of panelists

Information captured for each shopping trip

So, now we know who, what, when, and where about every purchase!

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Other information available Bar coded surveys

can also include open ended responses

Intended user prompts Fresh foods (random weight), film

developing and Rx purchasing items that do not have a UPC code and so a

code book (with bar codes) is supplied for wand scanning

Hispanic panel Items carried in competition Source of volume

People who bought item X last year and not this year -- what are they buying now?

Opening a new store -- from which competitors will my volume come?

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•Why use Homescan data?

Consumer behavior drives sales -- Homescan moves beyond demographics to measure behavior

Tells what actually happens when your customers are inside your stores and your competitions’

Shows customer’s shopping behavior in all outlets including channels like pet stores

Serves as a benchmark for success -- a healthy, active client base generates long-term success for a retailer

Consumer data is imperative to move from Category Management to Consumer Management

Homescan allows you to understand your customers, fine tune your operations to better respond to them and capture a larger share of wallet!

Documents

1 Homescan ® Syndicated Database Orientation. 2 POS (scan) data tells you what sells in a retailer’s stores -- Homescan consumer panel data tells you