Using DSD for Prime Market Research

Neil Preddy (), Wayne Rigney and Paris Gogos
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Neil Preddy: 200 W. Jackson Boulevard, Suite 2500
Wayne Rigney: 200 W. Jackson Boulevard, Suite 2500
Paris Gogos: 200 W. Jackson Boulevard, Suite 2500

Chapter Chapter 5 in Direct Store Delivery, 2009, pp 57-78 from Springer

Abstract: 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.

Keywords: Supply Chain; Market Research; Consumer Demand; Energy Drink; Business Intelligence (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-540-77213-2_5

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DOI: 10.1007/978-3-540-77213-2_5

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