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When an item is scanned through a register, information is pulled up via the barcode (UPC) like SKU and price. Companies that offer scan data have partnerships with large retailers to aggregate this information from sales through the register. This type of data is helpful for understanding market level trends and competitive analysis at retailers. It is essential in building out a chain strategy, as most large retailers require this type of data in any presentation before they will consider stocking a new brand. Because a pint of beer at a bar does not get scanned through a register in the same way that a 12-pack of Coors would at Walmart, Scan data does not include on-premise liquor sales. Each Scan data aggregator has partnerships with different chain retailers, so it's important to understand what retailers you think you may want to sell into when you consider which aggregator to buy this type of data from.