Alliance tracks relationship between marketing and fragrance sales
Two companies have formed an alliance to offer fine fragrance manufacturers the opportunity to analyse the effect of advertising or PR campaigns on sales. GfK Retail & Technology UK, a retail sales tracking company, traces fragrance sales using retailers’ EPOS (electronic point of sale) systems as well as on-line and grey market sales. Meanwhile beauty industry media insight specialist mymarketmonitor.com analyses all consumer and national press to track every beauty brand’s advertising and PR.
Two companies have formed an alliance to offer fine fragrance manufacturers the opportunity to analyse the effect of advertising or PR campaigns on sales. GfK Retail & Technology UK, a retail sales tracking company, traces fragrance sales using retailers’ EPOS (electronic point of sale) systems as well as on-line and grey market sales. Meanwhile beauty industry media insight specialist mymarketmonitor.com analyses all consumer and national press to track every beauty brand’s advertising and PR.
Working together, the companies can provide detailed insight into a client’s brand as well as an analysis of their competitors’ performance to contextualise the client’s results against the rest of the market, enabling the beauty marketer to assess the cause and effect of their marketing activity.
“In some instances we can see that marketing has increased sales. In other cases it has not,” says Mike Ramseyer, ceo of mymarketmonitor.com. “The important issue is that with the mass of combined analytics we provide we now have the answer to the ‘whys’ for both scenarios.”