D.NHS.2018 - Nielsen Homescan Contract Renewal

Summary

Nielsen Homescan contract renewal (3yr). Homescan is a syndicated
service. It is a national representative panel of Australian Households (10,000) to which the main grocery buyer (MGB) of the selected household is invited to participate. Their role is to capture (by a scanning device) all the household shopping purchases, across all categories, across each week, from all sources. This data is 'polled' each week from all households in the panel which is then projected to the total Australian Household universe and is robust to enable state breakdowns and by a range of demography. Nielsen own the data and service and provide and clients, such as MLA, are able to purchase select categories -in MLA's case Fresh & processed meat (encompassing all the key proteins). MLA is able to work with Nielsen to define the service and deliverables needed to support the domestic marketing team in engaging, in particular but not all, the major retail supermarket chains to enable MLA's red meat category strategy.

Objectives

Provide meaningful shopper sales tracking metrics on a continuous basis in order for MLA business development to utilise for annual plan support and activation execution.

Utilise continous sales metrics outcomes to support initiatives across and array of industry stakeholders needs where practical

Key findings

Quarterly and annual category review results presented to brand and category team reflecting tracking of the fresh meat performance over time.

Benefits to industry

Tracking of fresh meat performance metrics to support MLA brand, business development, foodservice and retail activation plans for the benefit of industry

MLA action

Use data to support and action MLA brand, category, foodservice annual activation plans. Share with a broad range of industry stakeholders.

Future research

Ongoing continuous tracking, renews each 3 year period.