Why POS isn’t enough: a smarter way to drive category growth

In today’s fast-paced and often turbulent retail environment, the traditional reliance on point-of-sale (POS) data is proving increasingly inadequate. While POS data provides a snapshot of what was sold, it fails to reveal the critical 'why' behind consumer behavior. SimIT Web, developed by YouGov Shopper, offers a transformative approach to category growth by focusing on shopper-centric intelligence. This whitepaper explores how SimIT Web enables retailers and suppliers to identify and act on hidden growth opportunities, align strategic objectives, and foster deeper partnerships built on shared insights.

Shopper insights brew new opportunities in coffee

POS tells you what sold. Shopper data reveals where the growth hides, across trips, channels and behavior patterns.

Topline performance view (POS-level)

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You see what was sold, when, and where. But not who bought it, or why.

Behavioral view through shopper data (examples)

Trip types Weekly trip vs. Fresh food trip vs. top-up missions.

Channel switching Shopper overlap across banners and channels.

Cross category and brand behavior Which other categories/brands are purchased? Complementary vs. competing categories/brands?

Promo sensitivity Which shoppers respond to discounts, and who pays full price.

Retailers and suppliers often operate with incomplete data. While POS metrics capture what’s sold, they overlook why it was purchased. SimIT Web fills this gap by providing insights into shopper motivations and behaviors. Through robust behavioral data and demographic insights, SimIT Web helps organizations move from reactive strategies to proactive growth planning. It allows decision-makers to track trends across channels, understand shopper journeys, and optimize their offerings to meet the evolving demands of today’s consumers.

“The best retailer-supplier partnerships deliver 5% more growth.”

Advantage Group, 2023. North America, Central America, South America, Europe, Middle East & Afrika, Asia, Pacific. Based on Annual Gross Revenues in US Dollars. Core benchmark Set: 54 Top Global Suppliers over 5 years (2012-2016) in overall performance at market level.