integrated store assessment
TRANSCRIPT
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Stage II. Store Audit by Category INTEGRATED STORE ASSESSMENT
INDU
STRY
For whom?
• Monitor progress and evaluate shopper marketing actions
• Understand shopper behavior and retail dynamics as input for annual plans
INTERESTED IN:
RETA
ILERS
ACCOUNTS LOOKING TO:
• Evaluate Sales or Merchandising teams
• Compensate retailers and staff based on quality implementation of actions
• Actively listen to strategic customers to incorporate their feedback in future activities and increase their loyalty
• Optimize Trade Marketing spend
• Evaluate Store’s teams and Category Managers
• Prepare for negotiation with the Industry
• Actively listen to store’s teams to incorporate their feedback in future activities and improve their commitment
• Optimize Store Operation as a main business driver
3 X 1
SHOP
PER
INDUSTRY
CUSTOMER
• How shoppers are buying your offer?
• How is the category doing?
• How is the implementation?
SHOPPER’S PERSPECTIVE INDUSTRY’S EYES
CUSTOMER’S VOICE • Constructive feedback for
improvement
Integrated Store Assessment - Why?
Because: • In only one exercise you collate relevant insights 360º • It’s cheaper and faster than do it separately • It’s a best practice exercise to realize what you should continue and stop doing
Objective
The objective is to identify critical opportunity areas in the way products are sold to shoppers.
• How shoppers are buying the products? • Is the retail execution aligned to objectives? • Are managers and staff engaged with the activity? • Any suggestion to improve?
INDUSTRY
CUSTOMER
SHOP
PER
ALL IN ONLY ONE SINGLE EXERCISE
Why TMC?
`
AFFORDABLE INSIGHTS
Because more than just data collectors we are… Trade Marketing EXPERTS • The quality and seniority of our global partners directly
involved in projects from the outset
• The simplicity of solu;ons and methodologies provided by highly experienced professionals
• The highly compe;;ve value equa;on
• Customized support all the way up to implementa;on • More than 18 years of experience in La;n America Let’s see the details
Integrated Store Assessment – Part 1: Shopper’s Perspective
How is the offer presented to Shoppers? Beyond just visual merchandising, how all other stimulus are collaborating to make the shopper experience memorable? SH
OPPE
R
Evaluation criteria: clear KPI’s without space for interpretations and opinions
Pictures & Videos: hidden cameras
Web Platform: permanent access to data, tailored reports and analysis. Export to Excel and PowerPoint
ON SITE T
ELE
PH
ON
E
WEB COMPLAINT MANAGEMENT
Because we were at your side in the past, we understand the relevance of accurate and on time information. We dedicate a lot of time and resources in hiring and training our field work teams. SH
OPPE
R QU
ALIT
Y AS
SURA
NCE • Shopper Selection
• Comprehensive selection process based on Shopper profile • Geographical recruitment based on Client’s brief • Direct interview with all candidates • Stage 1: Web based training • Action Brief: detailed but simple plan • On going evaluation and coaching • On going training - certification
• Internal Management and Coordination • Store checks – validation
• Internal Audit of Evaluations • Evaluation patterns by person • Provide feedback and suggestions
• Shopper Training
• Shopper Scheduling
• Shop Auditing
• Shopper Support • Full time staff as contact point with the Client
Integrated Store Assessment – Part 1: Shopper’s Perspective
Behaviour will be captured in videos to be analysed by our expert team. The SBF is used to detect changes and monitor progress SH
OPPE
R SHOPPER’S BEHAVIOUR FUNNEL (SBF)
ON SITE: SHOPPER BEHAVIOR OBSERVATION
EXPOSITION CONSIDERATION INTERACTION PURCHASE
100% ENTER
38% 19% 16% 15% walk by the category look at the planogram take products from the
shelves # of shoppers… put products on the basket
ANTHROPOLOGICAL ANALYSIS IMAGES & VIDEOS +
Integrated Store Assessment – Part 1: Shopper’s Perspective
We run in-depth analysis of category or store performance to feed your internal strategic discussions of category management IN
DUST
RY
COMMERCIAL • Analyze sales by store
• Prices by SKU
• Identify most popular SKU’s and those with poor performance
• Calculate Optimal Inventory by SKU
• Out of stocks
SPACE & COMM • Total space available for the category
vs. total
• Primary and Secondary category locations
• Merchandising execution
• Product exhibition
• Optimal number of facings per SKU required
• Planogram execution
FINANCIALS • Profit and Loss analysis
• Break even point per store
• Maximum Investment per store
• Return on Investment of Promotions
• Comparative analysis vs. other stores, channels and regions
SAMPLE OF STORES BY CHANNEL
Integrated Store Assessment – Part 2: Store Evaluation
We listen, consolidate and analyse feedback gathered from customers and staff
CUST
OMER
“Week%end%promo,ons,%Tabloids,%Leaflets,%TV%ads%or%In%store%Gondola%ends%are%
key%for%achieving%targets,%as%these%sales%account%for%30C40%%of%the%
total%monthly%sales”%
“…cheap brands are sometimes half the
price of national brands…Consumers of C and D classes still want to
buy those national brands, there are still a lot of consumers to conquer”
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“One of the biggest problem in SSD
category is Out Of Stock situation, which
remains above 15%. Obviously the biggest
selling items are less than this, but many SKU’s are at
a 20% OOS level.”
“We know that the promotional pressure is too
high, but if we stop, our competitors will continue…
We would like to change the
mechanisms, like for example we got once a
special pack of CocaCola2L + Fanta 2L but usually we don’t have those special
packs from Coca Cola Bottlers”
• Qualitative exercise
• In depth interviews with Owners, Managers and Staff
• Sample of stores
Integrated Store Assessment – Part 3: Customer Voice
We turn your challenges into solutions
We want to hear about your Biggest Commercial concerns and challenges
so we can prepare a business proposal to quickly revert the situation and accelerate growth!
www.tmcconsultores.com [email protected]