Is trended scanner data recommended for evaluating seasonality?

Trended scanner data is particularly valuable for evaluating seasonality because it provides time-series insights about product sales over designated periods. When considering the assessment of seasonality, utilizing trended scanner data allows for systematic tracking of sales patterns, thus identifying peaks and troughs during different seasons or promotional periods. This data can effectively illustrate fluctuations in demand based on historical sales, thereby providing a credible foundation to predict and plan for future seasonality.

In contrast, the other response options suggest alternative methods or limitations that may not harness the full potential of trended scanner data. While custom analytics might enhance the understanding of particular anomalies or unique trends, the general ability of trended scanner data to reveal seasonality patterns is well-established and often more straightforward. Additionally, customizing analytics could require more time and resources, potentially delaying actionable insights. The third option implies variability depending on the retailer; however, trended scanner data is broadly applicable across many retail environments. Finally, stating that it should only be used for short time frames underestimates the power of trended scanner data, which can effectively capture seasonality trends over longer periods if the historical context is appropriate.