In Pakistan’s consumer goods market, the right location is an important factor for product availability. When consumers can’t find the products they’re looking for in the places they visit most, both the brand and consumers end up losing. To provide an edge to the fast-moving consumer goods (FMCG) market in Pakistan, Nielsen recently completed digital mapping of 674,980 FMCG retail outlets in the country, an enhancement to Nielsen’s previous retail census projects. The key features include store profiling, mobile data collection and output delivery via web and mobile platforms. Nielsen’s digital mapping effort provides brands and retailers with location-specific information about category penetration and where products are distributed—critical insight for planning effective distribution strategies.
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