Weekly POS tracking gives marketing managers the tailored insights they need for making the right decision at exactly the right time.
If a marketer really wants to assess the health of a promotional campaign, they need to have their finger firmly on its pulse. And that pulse is POS. Understanding exactly what is happening at POS is key when it comes to optimizing promotions and launches, especially around seasonal retail events like Black Friday.
Tech manufacturers have been basing their strategic decisions on GfK’s monthly POS Tracking for decades. And while marketing strategy certainly benefits from the monthly data, tactical decisions like how to adjust promotions and plan for crucial sales periods need to be made quickly and in as close to real time as possible. Marketing teams therefore need more frequent insights into sell-out performance for their own and competing products across all relevant channels.
Reliable weekly POS data give you the information you need to maximize your marketing efforts when it matters most. Here’s how:
Sales and Marketing Managers need to optimize their trade marketing spend. Regardless of the activity—price, in-store sales promotions, or advertising displays—they need granular insights on sales uplift vs. budget invested. Monthly data may show a sales increase in the respective month, but weekly POS provides detailed sales data to track the promotion’s impact shortly after the actual sales took place. More frequent reporting allows sales and marketing teams to maximize impact by acting fast—such as continuing promotional activity that delivers an uplift, or terminating a campaign that fails to deliver.
Launches are the ultimate moments of truth. Whether you introduce a new product, feature, or product line, you need rapid feedback on performance. Weekly POS provides performance data to support adjustments to a launch strategy. It also provides objective sales KPIs to better negotiate with merchandising planners and buyers on the retail side.
Black Friday, Cyber Monday, Christmas, Singles’ Day—special events dominate the retail calendar. Today, Black Friday is the most important sales peak for retailers outside China. While our monthly POS data will show that November was a very strong month, the weekly view will allow you to compare Black Friday against Cyber Monday and analyze sales performance at channel level.
With our monthly reporting you know what was sold, which channels performed best, how the competition is doing, and the bestsellers. However, by detecting under- and over-performing areas across all channels on a weekly basis, sales managers can take immediate corrective action to improve the efficiency of the salesforce or distribution network, and negotiate with high-potential retailers.
Headquarters expects weekly reports on sales performance across countries and regions. Marketing Managers need quick access to objective performance insights at product, country, and category level to define and implement counteractions. Weekly POS data provide reliable KPIs on SKU level to understand the performance.
For more information about how weekly sales data can help you realize your competitive advantage—including a use case on maximizing your marketing campaign ROI—download our whitepaper here.