Retail aisles and OTC shelves change all the time and vary by category, retail channel, and time of the year. Keeping abreast of what’s happening on shelf is an arduous task, and it’s even harder to track trends over time for OTC sales professionals and brand managers. Therefore, Kline is announcing a powerful new image database to help our clients stay informed of trends in major retailers for their brands and categories. Retail Landscape: OTC Drugs is a fully searchable, filterable image database of actual images taken in stores monthly. Images are uploaded to the database monthly and can be searched by category, brand, company, retail channel, store, location, and date.
“OTC sales professionals may be capturing such information from their individual store visits, but it is often done on an ad hoc basis and not shared across the organization,” says Laura Mahecha, Kline’s Healthcare Industry Manager. “With travel budgets reduced and actual time spent in retail stores limited, it is even harder for sales professionals to make informed decisions.”
This new image database will provide monthly images of category planograms, brand facings and placement, pricing, on-shelf and in-store promotions, signage, and private-label placement and pricing starting in January 2018. Both urban and suburban locations will be captured at various geographies in the United States. Images from approximately 100 retail stores will be added to the database each month, and it is accessible without limits on the number of users, making it a more comprehensive and thorough tool to help inform OTC professionals’ decisions. The categories and retail channels tracked will evolve and change, based on charter subscriber input, over the course of the year to result in a fully searchable database across all OTC categories and most major retail channels. Quarterly newsletters highlighting trends or changes at retail will also be provided to subscribers.