A summary of findings from Askuity's annual Point of Sale Data Survey. In today’s competitive retail environment, with growing pressure on retailers to get more out of their brick and mortar stores, retail buyers are increasingly looking to product vendors to use shared point of sale data to help grow retail sales, improve margins and ultimately become trusted category advisors.

1. 2016 POINT OF
SALE DATA
SURVEY
ABOUT THE
SURVEY
PREPARED BY ASKUITY
11+ Retailers
57%
1-3 Retailers
13%
4-10 Retailers
30%
This survey included a total of 343
respondents from companies that
sell products in one or more national
retailers, as listed in the 2016 NRF
Top 100 Retailers list. The brands
represented in our survey span all
major product categories, from CPG
to Electronics to Beauty and
everything in between.
The majority of brands fall into the
11+ retailer category (57%), with
an additional 30% selling to
between 4-10 retailers.
Companies of all sizes were
represented in this survey, with
the majority (55%) having 200
or more employees.
Respondents by National Retailer
Presence
Respondents by Job Function
Respondents by Company Size
Respondents
by Product Category
Interestingly, over 70% of respondents
hold roles in either Sales or Marketing
and while POS data is primarily the
domain of Sales and Marketing, it
touches every part of the organization.

2. THE
RESULTS
Brands actively using POS data by
national retailer presence
Brands actively using POS
data by product category
On average, two-thirds of respondents across all product categories
report using POS data actively to manage their business.
Retailers are increasingly sharing sales and inventory data with
vendors in an effort to improve transparency and vendor
collaboration. This is evidenced by the 87% of respondents
who indicated that POS data is currently made available to
them by their retailers.
Despite the encouraging stats
around data used, the fact
remains that over a quarter -
28% - of companies say that
they are not actively using the
POS data being made
available to them by their
retailers.

3. How frequently do you bring POS data
insights into conversations with your retail
buyer(s) to inform strategy and collaboration?
Harnessing POS data is one of the keys to building stronger
relationships with retail buyers, and respondents agree: 51%
reported that this is a key benefit to making better use of POS
data.
When data is owned and managed by a single power user, respondents were
far less likely to bring data insights into buyer meetings (41%), versus brands
that provide self-service access to POS data for all team members (67%).
Perhaps not surprisingly, Sales and Marketing teams lead the organization
in their use of POS data; as they are responsible for sourcing and managing
this data 56% of the time. However, the data suggests that approximately
40% of brands are also feeding demand-signal POS data to their supply
chain and planning teams to close the feedback loop and improve accuracy.
Which teams in your company rely
on POS data?
POS Data Flows Through a Single ‘Power User’ All Employees Have ‘Self-Service’
Access to POS Data

4. Askuity’s industry-leading sales enablement platform empowers
the world’s brands to turn point of sale data into profitable
insights that help grow sales, improve margins and strengthen
retail relationships.
To get more insights, download the full 2016 POS Data Survey:
Askuity - See What’s In Store®
www.askuity.com
info@askuity.com
(416) 583-5830
ABOUT ASKUITY
Do you think your team can make
better use of POS data?
In which ways are brands trying to
make better use of POS data?
Better tracking of new product launches (59%)
Improve promotional effectiveness (56%)
Improve forecasting to reduce safety stock levels (55%)
Optimize merchandise assortment (55%)
Strengthening relationships with retail buyers (51%)
Improve on-shelf availability (39%)
When we asked respondents whether they
thought they could be extracting more value from
their POS data, 77% of all respondents believed
they can. Moreover, among those brands who
think of themselves as being ahead of the
competition in terms of their use of POS data, an
even higher proportion - 80% - responded that
they believe there was room for improvement.
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