Not a level playing field. From brands that don’t even ask their retailers for data, to those who have invested in advanced analytics capabilities, some brands are well ahead of their competitors in their use of retail POS data.
Beware the data silo. Brands that limit data and insights to ‘power users’ in the company rather than enabling the broader team are less likely to bring value-added insights to buyer meetings, leaving them potentially exposed.
Room for improvement. A strong majority of brands at every level of sophistication feel that they can be doing more with their POS data than they currently are.