CESA inspects order books to forecast market sales

The Catering Equipment Suppliers Association (CESA) has added a sales forecasting function to its popular CESASTATS market intelligence service.

The scheme, which allows equipment companies to monitor the collective performance of competitors and identify their market share, has now been upgraded to help members predict future sales.

CESA claims it now has the ability to process data extracted from members’ future order books to predict the future level of sales demand for commercial catering equipment in the UK.

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It insists the calculations it makes will result in forecasts with “a high degree of accuracy”.

CESASTATS has been around for 20 years and currently 34 major companies pay to use the service.

Although CESASTATS operates under the general umbrella of CESA, it is run by an independent administrator to ensure members’ sensitive data is retained in total confidence.

One company using the market intelligence service is Lincat, which relies on it to establish if its sales and marketing activities are delivering positive results.

“This is particularly valuable during periods of market instability; without CESASTATS we would have no reliable means of assessing whether we were performing ahead of or behind the overall market,” Lincat’s marketing and export director Nick McDonald.

CESASTATS costs participating members £100 a year, which is used to cover the admin costs.

More details can be found at www.cesastats.org.uk.

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