Chicago — “Blind spot” retailers, those that do not share point-of-sales (POS) data such as c-stores, Aldi, Inc. and Amazon.com, Inc., had sales growth of 12.3 percent for the 12 months ending February 28, while channels tracked by syndicated POS data had slight declines during the period, according to market research company InfoScout.
“CPG companies have relied upon retailers to syndicate their POS data for decades as the basis for understanding market trends, but our consumer panel is revealing that POS data alone only illuminates a portion of the market, and that portion is shrinking,” says Jared Schrieber, co-founder and CEO of InfoScout. “In reality, retail sales are increasing, but just not in the channels that legacy methods of tracking can capture. The industry is demanding visibility into retail’s growth channels, which is why we continue to make investments in our panel to ensure it captures a representative sample of consumer behavior in every emerging growth channel.”
Additionally, ecommerce sales increased 18 percent during the past year and now accounts for 16 percent of all omnichannel CPG sales, the research company reports. Increasing trip frequency for online sellers is the leading growth factor. Unsurprisingly, Amazon is the major beneficiary of these gains, with InfoScout reporting the online giant captured 80 percent of all ecommerce growth for consumer goods during the period.
These findings were based on InfoScout’s omnichannel consumer panel, which is comprised of more than 500,000 U.S. shoppers, according to the company.