LMG provides Sainsbury's insight with Self Serve tool

by Nikki Sandison, Brand Republic 10-Jul-08, 12:00

LONDON - Loyalty Management Group has launched a data analytics tool that will analyse Sainsbury's till figures to offer companies an insight into the sales of their products.

A number of leading FMCG companies have already signed up, including Nestle, Unilever, Arla, Kimberly Clark and Birds Eye.

The tool, called Self Serve, provides analysis of Sainsbury's till figures overlaid with Nectar customer data direct to clients via an online portal.

LMG said that in contrast to existing tools, users of Self Serve will have access to analysis drawn from 100% of Nectar customer data, allowing them to analyse the "360m yearly transactions made by half of UK households".

By offering the ability to analyse an individual day's shopping at a store level, the tool claims to allow FMCG companies to make significant improvements in the management of marketing promotions and campaigns, product launches, ranging and product availability.

Self Serve will consist of seven modules, each providing a different set of customer insights. So far, Brand Health Check and Ranging modules have been launched, with five further modules to be rolled out by September.

Mike Coupe, trading director at Sainsbury's, said: "The tool will allow all levels of the business more simple and faster access to shopping trends. We expect it to become integral to many of our decision making processes and look forward to an even greater number of our suppliers signing up to it over the coming months."

Maria Manly, insights director for Birds Eye, said: "For Birds Eye, Self Serve presents an invaluable opportunity to develop a far greater understanding of the shopping habits of customers buying our products in Sainsbury's outlets across the UK."