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“Only 15 percent of shoppers walk down the drugstore ‘cold’ aisle in a non-cold/flu season, so it is vital that advertising campaigns and in-store displays are timed to match the narrow windows of seasonal illnesses,” said Scott Hanslip, vice president of OTC Health at SDI. “Last year, the peak of the cold season was in February, yet retailers were taking down their cold endcaps at that time—significantly reducing their potential sales. With FPI, decision-makers have access to data that clearly identifies the timing required to best leverage market opportunities and maximize revenue,” Hanslip continued.
By leveraging the FPI data analytics and reporting tool, manufacturers and retailers can review timing and severity of the overall cough/cold season.
“Within this ‘need-driven’ category of cold/cough and flu, mistiming an advertising event can lead to costly and inefficient trade spending,” said Hanslip. “Now, manufacturers and retailers can use FPI to identify when the population is most likely to be afflicted and motivated to purchase cold/cough and flu products.”
For more information on SDI, visit www.survdata.com or call (610) 834-0800.