Great demand for regional data from Nielsen

Regional data about retail sales is becoming increasingly important. 80 per cent of Nielsen clients receive standard regional data about five major regions as a basic service. Demand for specialised information among sales and trade marketing professionals is increasing. As a result, the panel has been made more detailed by Nielsen. Large clients can request information about special regions, defined on the basis of their own sales network. The number of regions may be as high as fifteen. An increasing number of clients want a combination of regional sales data and data about functional store types. They try to monitor the market as closely as possible in order to be able to respond to regional changes immediately. HoReCa sales are available for three different regions, but can also be made more detailed if this is needed. Regional data can be used for defining local targets and optimising the supply chain and delivery. It can also be useful for planning POS advertising.