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Using DSD for Prime Market Research

In: Direct Store Delivery

Author

Listed:
  • Neil Preddy

    (200 W. Jackson Boulevard, Suite 2500)

  • Wayne Rigney

    (200 W. Jackson Boulevard, Suite 2500)

  • Paris Gogos

    (200 W. Jackson Boulevard, Suite 2500)

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.

Suggested Citation

  • Neil Preddy & Wayne Rigney & Paris Gogos, 2009. "Using DSD for Prime Market Research," Springer Books, in: Ramin Shariatmadari & Franz Josef Schoppengerd & Andreas Otto (ed.), Direct Store Delivery, chapter 0, pages 57-78, Springer.
    • Handle: RePEc:spr:sprchp:978-3-540-77213-2_5
    DOI: 10.1007/978-3-540-77213-2_5
    as

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