Electronic Scanner Services
Part 2. Marketing Research
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Mulhern, F. J. 2010. Electronic Scanner Services. Wiley International Encyclopedia of Marketing. 2.
- Published Online: 15 DEC 2010
Electronic scanner services are data-collection systems that capture brand sales information from scanner systems at retail store checkouts and sell that information to brand manufacturers and retailers. The retail scanner systems read the universal product codes (barcodes) on each item purchased and tabulate information on brand sales. Unlike scanner panels, which capture data on the purchases of individuals and households, electronic scanner services provide aggregate data for individual store locations, retail chains, and metropolitan areas. The scanner systems provide data with a great deal of detail including brand names, package sizes, and prices. The electronic scanner services industry is dominated by AC Nielsen and Information Resources Inc. Both companies collect data from carefully selected samples of retail store locations and conduct statistical analysis to estimate brand sales at the account (retail chain) and market levels. Scanner data services are shifting emphasis toward customer-level data, which allows for more precise measurement of purchase behavior. The leading company in customer-level data collection in retailing is DunnHumby, Inc.
- scanner data;
- sales promotion;
- point-of-purchase marketing;
- customer databases