‘Fair share’ is the most effective

Many FMCG manufacturing companies carry out in-store surveys themselves, but these prove to be less efficient than they expect. My experience is that many decision-makers need complex systems that fit into their existing tools. Nielsen offers a solution to them: an effective system that is capable of quickly and precisely analysing in-store surveys, the eSOS (European Store Observation Survey) results with the performance of individual categories, brands, chains and stores. The most effective sales performance can usually be achieved with a ‘fair share’ (one that represents market share) shelf proportion in the case of a certain category or brand.