No More Lies

In February 2003, AMS Ltd started a bespoke research mechanism to measure berry products in every main supermarket (ASDA, Sainsbury, Tesco, Morrisons, Safeway, Somerfield, Budgens). They wanted to see HOW, WHERE and at WHAT price the berries are marketed. They already measured how quality compares but also wanted to analyse the value of various offers to customers. The artisan behind the project Aurel Voiculescu (Information Systems Manager) believes that "the information collated provides us with a much more detailed picture from which we can shape our thinking for continuous improvement and development of our product sector."

As AMS move towards supply of more and more product lines from Autumn 2003, this detailed research information will build across these lines to help them to understand where the gaps lie in the supply/sales/retail strategy.

The data collected by 4 independent field agents (Scotland, Midlands, Kent and West Country) offers us a sound statistical analysis of retailing business.

Aurel Voiculescu of AMS: "We share the view that the customer must be our ultimate focus and this leads to the need for us all to understand them better. The stores are where we sell product, so work will be done to analyse the tools we currently have available to us for marketing purposes, and what additional measure we should take to improve our "armoury".

Summer 2003