Retail Sales Research

• Retail Sales Tracking Studies
• Controlled Store Tests
• Controlled Test Markets

Retail 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 and convenience stores. While most controlled store tests are conducted in chain accounts, CAPSTONE has conducted controlled stores tests in independents, as well.

Applications

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.

Applications

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