Global measurement company Nielsen, with the recent addition of The Bottle-O scan data, has launched The Liquor Benchmark, a measurement of liquor retail sales across seven of New Zealand’s largest traditional liquor retailers.
The Liquor Benchmark takes weekly retail sales data, at item level, from seven liquor retailers and reports a total view of the market, which until now has not been available in the NZ market.
Commercial Development Director at Nielsen Geoff Smith says: “The biggest value to liquor suppliers is how the benchmark will help their conversations with retailers. Up until this point, liquor suppliers have only been able to share their performance with each retailer individually because of commercial sensitivities – this meant they could not talk about their performance relative to the total market.”
The benchmark will allow retailers and suppliers to compare their performance and identify new opportunities for growth as well as new business generation, without disclosing an individual retailers’ sales information to competing retailers.
“The benchmark is similar to the total sales read provided to supermarkets and convenience stores,” says Smith. “Suppliers will now be able to bring proof points around price, ranging, distribution and promotions to retailer meetings which will allow for collaboration that aims to drive growth.”
Additionally, retailers will be able to benchmark their own performance against the market as well as work with suppliers and brand owners to improve their in-store performance.
Grant Simpson, General Manager at The Bottle-O NZ says the Nielsen Liquor Benchmark is a first-class tool for the industry. “Tracking our metrics and matching them against the market as a whole allows us to identify and focus on the areas where we are succeeding and where we need to improve. The Benchmark will allow us to constantly strive to do better,” he says.
