Trade Insight. Role of insight in a business Trade insights What data is available. What data should we buy. How to use it

Transcription

1 Trade Insight

2 Trade Insight Role of insight in a business Trade insights What data is available How to use it What data should we buy

3 Role of Insight in a business Identify macro factors that might effect our business Identify new customer and consumer solutions (innovation) Measure our relative performance Create compelling strategies and arguments for sales growth

4 Category Management The strategic management of product groups through trade partnerships, which aims to maximise sales and profits by satisfying consumer and shopper needs IDG: 2015

5 Retailers Category Approach Data Vision Strategy Tactics Implement- ation

6 Category selling to retailers Review and case study Target retailer Fame Retailer actions Retailer Opportu nity Proposal & value to sector Brand future Brand Role in sector

7 Trade insight types for offer optimisation Audit EPOS Consumer need Continuous data Market data (share) Trade Insight Shopper behaviour Ad hoc data Loyalty Card Usage data

8 Consumer insight at the heart

9 Consumer need led insight

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11 Trade insight types for offer optimisation Audit EPOS Consumer need Continuous data Market data (share) Trade Insight Shopper behaviour Ad hoc data Loyalty Card Usage data

12 Market Audit data Market Audit data May 2015 Brand Sector Weight in RSP Cost per Commen Weight in RSP Cost per Commen grms grm in p ts grms grm in p ts Product A Std OL A Product B Premium OL A Product C Value OL A Product D Brand A A New Product E Brand B A Product F Std OL A on promo

13 Market Audit Data Market Gap Summary Tesco JS Asda Morrisons Sector A Sector B Sector C Sector D Sector E 1 Total Market Gap Summary Tesco JS Asda Morrisons Sector A 43% 55% 57% 56% Sector B 25% 30% 17% 28% Sector C 14% 10% 9% 11% Sector D 14% 5% 17% 6% Sector E 4% 0% 0% 0% Total 100% 100% 100% 100%

14 Market Share data Panel Shopper panel Measures shoppers sales history Nielsen also provide this service

15 Panel data : Category A 30.0% 25.0% - 5 Value Sales x m +/- Volume Sales 20.0% - 4 SOT s 15.0% 10.0% 5.0% % 52 weeks 4/1/ weeks 4/1/2014

16 Basic Measures Market Retailer Brand/Tier Shopper segment

17 Example

18 Example

19 Example

20 Example

21 Basics about CREST Database designed to measure consumer restaurant behaviour... captured through surveys sent to a maintained, representative panel. n CREST = Consumer Reports on Eating Share Trends n Source for data are consumers, not restaurant chains n A syndicated study of ready prepared meals/snacks for immediate consumption n Covering every day, 365 days per year n Includes prepared meals and snacks from restaurants/deliveries as well as retail outlets (Grocery/Deli/C Stores) n Captures restaurant meals and snacks consumed both on and off- premises 21

22 CREST data

23 Market Epos Data measures sales data Market / Retailer KAD Accurate SKU level No discounters

24 Loyalty card data delivered through online interactive system By sector By Brand By Product

25 Loyalty card data

26 Trade insight types for offer optimisation Audit EPOS Consumer need Continuous Data for Offer Optimisation Market data (share) Trade Insight Shopper behaviour Ad hoc data Loyalty Card Usage data

27 Time and money spent on offer optimisation data is often disproportionately too much. Sales Data Insight for offer optimisation Consumer Insight Shopper Insight

28 What data should we buy? What do you already have? What do you need it for? KPI Measurement Category Selling - Gaining distribution Creating a category strategy

29 appendiz

30 Consumer Needs Insight Shopper Conversion Offer Optimisation