SHELF DOMINATION. How CPG Sales Teams can leverage pre-built visualizations to craft data-driven selling stories for retail buyers

Transcription

1 SHELF DOMINATION How CPG Sales Teams can leverage pre-built visualizations to craft data-driven selling stories for retail buyers

2 CHAPTER 1 The Old Way CHAPTER 2 The Bedrock Way CHAPTER 3 Buyers Ask, You Answer with Data Table of contents CHAPTER 4 Show, Don t Tell CHAPTER 5 Under the Hood CHAPTER 6 In Summary: Bedrock Benefits 2

3 CHAPTER 1 The Old Way 13

4 To fully exploit data analytics, a McKinsey study says that CPG companies must have the three following capabilities: Data Management Comprehensively aggregate all data from various silo sources and take in all significant inputs. Insights Generation Enable a System of Insights using powerful data analytics solutions custom-tailored for CPGs. Insights-to-Frontline Action Turn data-driven insights into effective action on the front line. Although these three capabilities are equally important, sales success depends heavily on how quickly you harness data-driven insights by turning it into frontline action. 4

5 However, CPGs spend too much time crunching data. 47% 8 Hours a Month of Analysis Although 47% of CPG executives describe their companies as analytical leaders or having ingrained analytics, they still remain focused on pulling data instead of using that data to get insights and effect frontline action. 2 Hours per Presentation This old way of doing things is simply not sustainable given the hypercompetitive nature of today s market. Source: Accenture 5

6 CHAPTER 2 The Bedrock Way 26

7 To truly survive, you must learn how to make sense of all your data, which can come from a variety of sources. The Bedrock Analytics Way: Bedrock allows CPG sales teams to access the insights they need in just a few minutes, and prepare their sales presentations in mere seconds using Bedrock s pre-built selling templates. 7

8 Old way Bedrock way Data Collection and Cleansing 40% 10% Bedrock developed a cloud-based solution that can help you accelerate insights generation so you can focus on creating your selling stories. Reporting 30% 20% Bedrock drastically reduces the amount of time spent on data collection and cleansing and removes the hurdles that delay insights generation. This allows you to build compelling reports and selling stories in minutes something which used to take you four to six hours to do so. Data Analysis Selling Stories Creation 20% 10% 30% 40% 8

9 Bedrock enables you to spend time on what really matters. It takes just minutes to build a report with Bedrock that took four to six hours before Minutes to Insight Seconds to Final Presentation 9

10 CHAPTER 3 Buyers Ask, You Answer with Data 310

11 Does your brand sell well in ROM? Are you growing my competitors category? Do you outperform the other new items? What promotional support will you offer me? Your velocities improving... Why? You have the data to support recommendations right? Buyers expect you to respond to their queries with a data-driven selling story. 11

12 Bedrock helps you tailor data-driven, compelling, and logical narratives. Case in point 1 Introducing Penne pasta How Bedrock weaves insightful selling stories in minutes, not in hours: Distribution Analysis Sales Performance Market Shares Gains Velocity Decline Explanation New Item Introduction Opportunity Gaps Market Comparison Competitive Discontinuation Reco / Summary CHAPTER 1 CHAPTER 2 CHAPTER 3 CHAPTER 4 CHAPTER 5 12 Bedrock helps you harness your data and turn it into cogent and insightful narratives.

13 Case in point 2: Predicting items discontinuation BEFORE retailers detect their failures How Bedrock helps create data-driven case reports in minutes, not in hours: Which of my items are at risk of discontinuation in the specialty channel? ITEM: X MIXED ORGANIC VEGETABLE SOUP 300ml Market Total Dollar Sales: DIstribution Velocity EASY MART TTL US CTA $382.89k 24.46% $1k ITEM: X THICK ORGANIC ONION SOUP 300ml Market Total Dollar Sales: DIstribution Velocity YELLOW BASKET TRADING AREA $351.74k 48.15% $562 ITEM: X THICK ORGANIC TOMATO SOUP 300ml Market Total Dollar Sales: DIstribution Velocity EASY MART TTL US CTA $243.59k 18.38% $1k

14 CHAPTER 4 Show, Don t Tell 414

15 By weaving in data-driven insights into a compelling and engaging narrative, you can build stronger rapport with retailers and encourage them to place more orders. BUT how you visualize your selling stories matters. Show, don t tell. 15

16 Bedrock helps you fully harness insights by weaving it into a visual story using its pre-built selling templates, which can help you bridge the gap from visualization to deck. One of our clients used our pre-built storylines to great effect: they met with 14 retailers, presented their selling stories, and every one of the 14 retailers placed an order. 16

17 CHAPTER 5 Under the Hood 517

18 Bedrock User Interface Bedrock s smart, intuitive UI has easy-to-use functionalities designed with CPGs in mind. It s simple, fast, CPG-focused, collaborative, and easy to implement. Selections Menu (period, product, market, fact) Visualization Library Gallery of 28 visualizations that can be utilized with any selected fact Chapters Text designed for a guided analysis broken up into chapters Storyline Visualizations Collection of 8 common CPG analyses organized into chapters of a story Textual Insights Descriptive text that explains how to best use that type of visualization Visualization Chart or table that is connected to the selections made in the selections menu 18

19 Simple Uncover the insights you need on your own, without an army of analysts or complex business intelligence software. 19

20 Fast Getting to insight with Bedrock Analytics takes seconds. It s web-based and easy to use. If you ve got an ipad or other tablet, we provide full native touchscreen support. 20

21 CPG Focused Bedrock is designed exclusively for the needs of CPG sales managers and teams. It delivers the essential CPG insights that you need to expand distribution, increase sales and grow brands. 21

22 Easy to Implement If you have an IT department, you won t need their help to use Bedrock. It does not require any installation or implementation support all you need is a web browser to access our cloud-based service. 22

23 CHAPTER 6 In Summary: Bedrock Benefits 623

24 The Bedrock Advantage Retail buyers expect CPGs to respond to their concerns and queries in an insightful way and provide them with fact-based recommendations. You may have sufficient data to back up your claims, but do you really have the time to sift and process through all that data just to be able to communicate your selling story? Many CPGs spend too much time and effort crunching their data because they lack a powerful tool that can help them easily pull data from different sources, accelerate insights generation, and creatively weave in these insights into a compelling and engaging narrative. This is where Bedrock comes in. Bedrock allows you to focus on what really matters and removes the hurdles that delay insights generation. Bedrock simplifies data processing so you can focus on generating visually engaging category reviews, market comparisons, and sales presentations. As a result, you can (1) boost sales productivity, (2) reduce cost of analysis, (3) shorten time-to-insight, and (4) increase professionalism with retail buyers and brokers. 24

25 Boost sales productivity Bedrock allows your CPG sales team to focus on selling, not on data crunching. 25

26 Reduce cost of analysis You don t need an army of data scientists, analysts, and IT professionals to glean the insights you want and turn them into compelling narratives. All you need is a web browser to access and make the most of our cloud-based, CPG-focused solution. 26

27 Shorten time-to-insight Bedrock enables insights generation in minutes, not hours and has prebuilt storylines that bridges the gap from visualization to deck. 27

28 Increase professionalism with retail buyers and brokers Using Bedrock solutions, you can intelligently respond to your buyers queries and needs with accurate, data-driven, and compelling selling stories. 28

29 At Bedrock, our mission is to provide tools that enable CPG manufacturers to make the most of their retail sales data. Focused on the needs and requirements of the CPG industry, we simplify and automate the use and communication of sales data and turn it into actionable insights. About Bedrock Analytics In a business environment dominated by well-known brands and large manufacturers, Bedrock offers competitive advantages to small and mid-sized CPG manufacturers. Using Bedrock, our customers expanded to new international markets, eliminated competitors and generated millions in incremental sales. Based in Oakland, California, Bedrock Analytics is privately funded. It is founded by graduates of Columbia University and Cornell University with over 30 years of collective experience in product management, marketing, analytics and technology. 29