How it works – Step 1: The data
Pre
16 weeks
Campaign
2 weeks
Post
12 weeks
Nielsen DME have access to volume weekly sales data (from
actual transactions)
Analysis is based on sales data of SKU and key competitors
(relevant pricing info also provided)
How it works – Step 2: Store matching
•
Stores need to be matched on certain criteria (test vs. control) –
to allow accurate, unbiased results
•
Stores are match across the pre period based on TV region,
store format and transactions
•
Store matching tool developed (based on macros which factor
in all variants to best matching test and control stores)
How
it
works
–
Step
2:
Store
matching
Sales across the pre period must be as equal as possible across the 2 sets
of stores
Strong Match
Weak Match
Sales can be matched on either advertised product, total brand or particular
range
Source: Cliological
How it works – Step 3: Calculating the Results
Across the accurately matched stores sales are then analysed during and after the
campaign
Any difference in sales (index) between the test and control stores can be
confidently attributed to the presence of OOH proximity
(So long as the matching in the pre period is accurate)
200
Test Index* = 160
Sales Uplift Index
180
160
Control Index* = 140
140
+14%
120
100
80
15
16
17
18
Week
Sales Uplift Index (Test)
Sales Uplift Index (Control)
*Index = average weekly unit sales during vs. average weekly unit sales pre
19
The following summary slides are of the Tesco POS Category
Norms. These illustrate the average sales uplift of stores with POS
advertising (test) compared to stores without (control).
The slides demonstrate the average sales uplift for during & post
campaign, along with the average sales uplift by week. These uplifts
are based on an average of all the case studies within the specific
Category.
Alcohol NORM
Based on 12 Tesco Alcohol Case Studies
% Sales Uplift
Pre
Post
During
32
30
28
26
24
22
20
18
16
14
12
10
8
6
4
2
0
22%
13%
1 to 4
1
2
3
4
Week
Alcohol
Source: Tesco
5
6
7
8
9
10
Baby Products NORM
Based on 3 Tesco Baby Products Case Studies
Post
During
Pre
25
% Sales Uplift
20
15
24%
10
5
7%
0
1 to 4
1
2
3
4
5
-5
Week
Baby Products
Source: Tesco
6
7
8
9
10
Cereal & Cereal Bars NORM
Based on 7 Tesco Cereal & Cereal Bars Case Studies
20
Pre
Post
During
18
% Sales Uplift
16
14
12
10
8
14%
6
9%
4
2
0
1 to 4
1
2
3
4
5
Week
Cereal & Cereal Bars
Source: Tesco
6
7
8
9
10
Cleaning Products NORM
Based on 8 Tesco Cleaning Products Case Studies
Pre
Post
During
20
% Sales Uplift
15
10
16%
6%
5
0
1 to 4
1
2
3
4
5
-5
-10
Week
Cleaning Products
Source: Tesco
6
7
8
9
10
Cold Beverages NORM
% Sales Uplift
Based on 6 Tesco Cold Beverage Case Studies
27
25
23
21
19
17
15
13
11
9
7
5
3
1
-1
Pre
Post
During
24%
16%
1 to 4
1
2
3
4
5
Week
Cold Beverages
Source: Tesco
6
7
8
9
10
Confectionary Products NORM
Based on 16 Tesco confectionary Case Studies
% Sales Uplift
Pre
Post
During
30
28
26
24
22
20
18
16
14
12
10
8
6
4
2
0
21%
12%
1 to 4
1
2
3
4
5
Week
Confectionary Products
Source: Tesco
6
7
8
9
10
Convenience Products NORM
Based on 29 Tesco convenience Products Case Studies
Pre
Post
During
12
% Sales Uplift
10
8
6
10%
4
7%
2
0
1 to 4
1
2
3
4
5
6
Week
Convenience Products
Source: Tesco
7
8
9
10
DVD or CD Products NORM
Based on 7 Tesco DVDs or CD Case Studies
Pre
Post
During
17
15
% Sales Uplift
13
11
9
16%
7
5
7%
3
1
-1
1 to 4
1
2
3
Week
DVDs or CDs
Source: Tesco
4
5
6
Hot Beverage products NORM
Based on 3 Tesco Hot beverage Products Case Studies
% Sales Uplift
20
Pre
Post
During
15
10
14%
13%
5
0
1 to 4
1
2
3
4
5
6
Week
Hot Beverage Products
Source: Tesco
7
8
9
10
Meat Products NORM
Based on 4 Tesco Meat Products Case Studies
Pre
Post
During
16
% Sales Uplift
14
12
10
8
13%
6
4
6%
2
0
-2
1 to 4
1
2
3
4
5
Week
Meat Products
Source: Tesco
6
7
8
9
10
Paraphernalia & Financial Products NORM
Based on 4 Tesco Paraphernalia & Financial Products Case Studies
Pre
Post
During
% Sales Uplift
30
20
29%
10
14%
0
-10
1 to 4
1
2
3
4
5
Week
6
Paraphanelia & Financial Products
Source: Tesco
7
8
9
10
Snack Products NORM
Based on 7 Tesco Snack Products Case Studies
35
Pre
Post
During
% Sales Uplift
30
25
20
28%
15
18%
10
5
0
1 to 4
1
2
3
4
5
Week
Snack Products
Source: Tesco
6
7
8
9
10
Toiletries Products NORM
Based on 21 Tesco Toiletry Case Studies
Pre
Post
During
22
20
% Sales Uplift
18
16
14
12
10
18%
8
6
8%
4
2
0
1 to 4
1
2
3
4
5
Week
Toiletry Products
Source: Tesco
6
7
8
9
10
Dairy Products NORM
Based on 30 Tesco Dairy Products Case Studies
Pre
Post
During
14
% Sales Uplift
12
10
8
14%
6
8%
4
2
0
1 to 4
1
2
3
4
5
Week
Dairy Products
Source: Tesco
6
7
8
9
10