DSR Momentum Building In Retail Channel
Use of downstream data in the retail channel has become significant to food and beverage manufacturers as they look for new ways to gain consumer insights and respond to market demand.
Other account teams may not currently be working with all of those attributes; nevertheless, it can be useful to see how others are using the data to glean new techniques/insights. This is apparent when tackling large-scale strategic issues like trade promotion effectiveness, where it can be highly beneficial to look at the data across all the teams.
Looking Ahead
As the food industry continues to move towards GS1 as a way to better way to align sales data across a myriad of end points, downstream data will likely become more consistent and robust. This will, no doubt, make the DSR even more valuable to food manufacturers. At some point, we’ll likely see the benefits of the DSR extend into the food service arena as well.
Hairston is vice president, consumer product industry practice, Hitachi Consulting, Dallas.
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