What is the Pivotal Point Consumer^™?
The Pivotal Point Consumer^™ is a title given by Pointer Media Network to those shoppers who drive 80% of a brand’s volume. The term “pivotal” describes the high value of these shoppers in determining the success of the brand. Per the study, there are far fewer than most brands imagine.

What consumers were included in this analysis?
All of the consumers analyzed were consistent shoppers at the grocery store chains they frequented. The study included all grocery store shoppers in the Pointer Media Network of more than 23,000 retail grocery stores, mass merchandisers and chain drug stores in the U.S. who made at least two trips to the same chain within the Pointer Media Network in each of the 6 8-week periods spanning Sept 10, 2007 thru August 10, 2008 (48 weeks). Shoppers also must have used a uniquely identifiable ID, such as a store loyalty card, for their transactions. The Pointer Media Network does not link shoppers across multiple retailers.

What stores are included in this analysis?
Behavioral marketing company, Catalina Marketing, powers the Pointer Media Network, and reaches consumers in more than 23,000 U.S. grocery, drug and mass merchandiser stores, as well as 17,500 pharmacies. Only the grocery channel plus Walgreens & Kmart were included in this analysis. Major retailers on the Pointer Media Network include: Walgreens, Fred Meyer, Safeway, Kroger, Kmart, Food 4 Less, Ralphs, Meijer, Giant eagle, SUPERVALU, Food Lion, BI-LO, Winn-Dixie, Sweetbay, H-E-B, Brookshire’s, A&P, Giant, Weis, Pathmark, Stater Bros., Hy-Vee, ShopRite, and Penn Traffic.

How are the brands and categories defined?
For the study, brands and categories were defined using industry standard Information Resources, Inc. (IRI) definitions. Each brand and category combination has a mutually exclusive list of UPCs. Master brands themselves are not typically defined in the database; results are at the sub-brand level. Therefore the sub-brands are not included in the results at the master brand level. For example, in the database, “Gerber” is not the master brand for all Gerber products. The items that make up the “Gerber Seconds Foods” brand would not be included in the items that make up the “Gerber” brand.

Suppose there is a brand not defined by IRI, is there any way to find out that brand’s Pivotal Point Consumer^™ base?
Yes. The Pointer Media Network is able to determine what percentage of shoppers make up your brand’s Pivotal Point Consumers.

Please contact:
Melanie Pezey
Email
Tel. 727.579.5352