Abstract
Market research offers a wide range of techniques for understanding consumers’ actions and attitudes. DSD distribution systems differ from traditional warehouse-based distribution systems in both generating and executing actionable insights through market research. DSD systems give CP manufacturers store-level shipments data and observational data about the store environment. This information, combined with the regular presence of the DSD representatives in stores, enables manufacturers to cost-effectively: tailor their assortment to the specific store audience, manage live events such as promotions and new product introductions, manage inventory for faster turns and higher availability and provide faster alerts of execution problems such as out-of-stocks. DSD systems enable more precise demand signaling which improves efficiency and lowers costs throughout the entire supply chain. DSD manufacturers and retailers more effectively serve consumers and shareholders by combining high value insights with the ability to act quickly and directly to capitalize on opportunities and solve problems at the store.
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Notes
- 1.
Endnotes The consumer, Douglas and his family are fictitious personas used to demonstrate the concepts presented. All place, store and brand names referenced are invented for illustration only.
References
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Suggested Further Reading
Anderson, Doug; Nielsen Homescan & Spectra (2007): Population Churn (Part 1): Business as Usual for the U.S.? Consumer Insight Magazine. http://www.nielsen.com/consumer_insight/ci_ topline_article1.html. Accessed 14 August 2007.
Gartner Group (2006): Managing the Shelf: A Collaborative Outlook on Category Management from the Consumer Goods and Retail Industries Consumer Goods Technology, Retail Information Systems News. Randolph, NJ.
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© 2009 Springer-Verlag Berlin Heidelberg
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Preddy, N., Rigney, W., Gogos, P. (2009). Using DSD for Prime Market Research. In: Shariatmadari, R., Schoppengerd, F., Otto, A. (eds) Direct Store Delivery. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-77213-2_5
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