GfK Retail and Technology USA

• Retail Sales Measurements
  • Pet Products
  • Hispanic Small Food Audit
  • Optical Products
  • Controlled Store Tests
  • Custom Sales Tracking
• P.O.P. Effectiveness Tests
• Annual Retail Census
• In-Store Services
• Shopper Experience
• Alternative Energy

Pet Products Sales Tracking

Geographic Coverage and Sample

The program reports data for the Total U.S. and by region – for Census and/or client-defined territories. Overall, the program includes almost 4,500 outlets among the three channels measured. Our sampling experts ensure that the design and allocation of the samples within each trade channel are representative of and projectable to that channel for each reported geographic area.

Data Collection

Multiple methodologies are employed in the data collection process. In the case of Pet Superstores and most other participating chain operations, electronic POS data are provided directly to GfK RT USA by each chain’s HQ office, for all stores within that chain. In some instances, we receive such data only for a sample of stores which we have designated. In a very small number of cases, primarily with smaller independently-owned outlets where no POS system is in place, our trained field staff conducts manual audits using the traditional formula of:

Information Provided

All data are collected at the individual UPC/SKU level which are then also aggregated to provide information by types, formulas, sizes, brands, manufacturers, etc. up to and including the overall product category. Standard measurements include:

• Retail Sales - units, dollars, equivalent units
• Brand Shares - units, dollars, equivalent units
• Average Sales Per Store Stocking 
• Distribution - store count and category volume basis 
• Retail Pricing

Program Benefits

• Measure your own and your competitors’ performance across each specialty channel
• Track new products and emerging trends in product types, varieties and sizes to refine your product mix
• Allocate your sales force efforts by channel and region to maximize ROI
• Identify and quantify opportunities for promotions and line extensions
• Develop your strategic business plans from our reliable, in-depth PETS database