Make your database alive. SHARE IT! Tomi Kuittinen | 08/11/2012
Confidential Š Analyse Solutions Finland Ltd
About Analyse² Analyse2 is an expert in retail business and a leading developer of software tools enabling shopper-centric category management Company History Milestones 1997: company was founded in Finland as a software company
2005: Food market information and reporting solution 2004: company selected new FMCG focus strategy
Confidential Š Analyse Solutions Finland Ltd
2011: Over 80 FMCG clients 2006: 1st strategic collaboration with retailer (KESKO) starts
2012: Operations in Finland, Brazil, Russia, Mexico and US
Who am I? Kuittinen = Little receipt
What happens in Finland? We do not have Scantrack services in Finland‌
so information about markets comes via Retailers.
Confidential Š Analyse Solutions Finland Ltd
AGENDA ‟Sharing data is connecting ”:
1. 2. 3. 4.
Manufacturers and Retailers Shopping and Consuming Sales and marketing POS-Data and Product information
Confidential © Analyse Solutions Finland Ltd
Datasharing collaboration ‌ What is it about?
Datasharing is worth it only if…
We can get a ‟WIN – WIN – WIN” situation to happen. Confidential © Analyse Solutions Finland Ltd
Confidential Š Analyse Solutions Finland Ltd
Assortment building or analyzing marketing activities
On going process
For a certain need or a project
Few times a year
One time case
Datasharing is used in‌
For all commercial needs
Datasharing is used in… • • • • • • • •
Assortment work Planning promotions and novelties Planning concepts (like on-the-go eating, bakery etc.) Planning private labels Planning seasonal differences and needs Planning regional differences / localized activities Space management Planning replenishment
Confidential © Analyse Solutions Finland Ltd
What should happen with shared data?
But why?
Confidential Š Analyse Solutions Finland Ltd
In reality this all means… Quality oriented Brands – Price does not play a big role
Confidential © Analyse Solutions Finland Ltd
Value seekers Private labels – cheaper price
With our methods we can understand people as Shoppers and Consumers POS data tells us all about shopping
BUT… Attributes and Trends tell us all about consuming
Shopper: Why?, how much?, where from?, when?, how often? Price, quantity, quality, brand etc. Confidential © Analyse Solutions Finland Ltd
Consumer: When?, how?, how often?, with whom? Attitudes, values, motives, expectations Lifestage…
We can identify easily different types of consumers, what else they buy and motives of both: consuming and buying To which consumer type (segment) do they belong? Example: Quality seekers -> How big is this consumer group?
Usage by comparing what else they buy, and how they use products. Lifestage (Loyalty card data)? What?, why?, how often?, how much?, and which products?
Confidential Š Analyse Solutions Finland Ltd
With Loyalty Card data…
…Customer Segmenting is possible Confidential © Analyse Solutions Finland Ltd
Loyalty and price orientation – What does market research tell us? Volume/ market Highest loyalty
50 % 40 %
Price oriented
Open minded testers
30 % 20 % 10 % consumption “Bulk” or Private label
Middle price and/or Brand products
Private label raises consumtion in price oriented group. Markets can be divided into three different groups: 1) Cheap products 2) Medium prized 3) Expensive, high quality (premium)
Confidential © Analyse Solutions Finland Ltd
Premium
Price and Quality
Steps to creating a Shopper centric decision Process
Data Sharing
Insight into collaboration between Retailers and Suppliers
Categorizing Attributing TrendModelling
Gain insight into your Data, product information and trends
Confidential Š Analyse Solutions Finland Ltd
Customercentric Assortment Planning Tools
Plan Customer-centric assortment promotions, new products and concepts
Tracking & Performance measurement
Measure and track Performance Sales
Shopper Groups
Trend Insight
Customer Segmentation & Customer Insight Gain insight of your customers and form Shopper Groups
Confidential Š Analyse Solutions Finland Ltd
Customercentric Business Planning Tools
Tracking & Performance measurement
Consumer Centric Business Planning Tool Trend Insight
Segmentation & Customer Insight
After segmentation, Shopper trend insights can be integrated into business main strategies. • • • • • • •
Assortment Planning Product portfolio Campaign New item introduction New item development Pricing Advertising
Confidential © Analyse Solutions Finland Ltd
Customercentric Business Planning Tools
Based on Shopper behavior, define the assortment, promotions and concepts and new item introduction
Tracking & Performance measurement
Benefits Assortments customized to match the needs of local consumers for each store (optimal revenue and profit)
•
Increased consumer loyalty
•
Increased profitability
•
Increased market share
•
More efficient category management processes
•
Year after year improvements via fine-tuning
•
Better collaboration with suppliers
* Offer the right products to the right consumers
Confidential © Analyse Solutions Finland Ltd
Conclusion DATA SHARING BELONGS TO the 21ST CENTURY. It is evidence of trust It is way to share skills, professionality and resources It always needs good tools to use database better and deeper. It also needs product information management as a cornerstone. EVERYHTHING IS WORTH IT!!! Confidential Š Analyse Solutions Finland Ltd
We can help you…
Confidential © Analyse Solutions Finland Ltd
Thank you! Tomi Kuittinen Vice President – Expert services E-mail: tomi.kuittinen@analyse2.com www.analyse2.com info@analyse2.com
Confidential Š Analyse Solutions Finland Ltd