cristina valeanu - progressive conference - serbia 2013
DESCRIPTION
How to use the advantages of 2013: technology, experience, methodology, to better improve your execution and obtain higher salesTRANSCRIPT
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Upgraded approach in tracking & improving in-
store performance
Excellence is doing ordinary thingsextraordinary well
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Background
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1900’s 1980’s 2000’s1950’s 1990’s
But it has to be MY
cracker!
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Improving POS execution is a strategic goal
Business tactical objectives are:
• Create an audit system with a clear measurable
impact on the quality of execution at POS level
• Gain better insight about quality of execution of
competition and set benchmarks
• Improve visibility and gain better equipment
utilization at stores that are not covered by you
directly
• Improve sales force efficiency by scoring
performance
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More than 50% of purchasing decisions
are made by consumers in-store*
On Shelf Availability
Shelf Price
Share of Shelf & Merch
Standards
Secondary Display
Presence
POSM Presence
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• Brand /SKU Subcategory Product type
• Regular, Holidays
• Launches, Summer
• TT, MT, HORECA
• SOS Availability
POSM- Price 2nd placements
Facts,
KPI’s
Segments, Regions
Categories, competition
Seasonality, Special
occasions
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Tracking Distribution in 2013
Tracking Distribution
There was a huge improvement in technology over the last decade – all this can help us improving our market
execution
2003 2013
Level 1 –Sales Agent / Distributor
Level 2 – Go deeper, specific address
Level 3 – Still not sure where it is
Level 4 – Check Using “Street Level View”
Level 4 – Check Using “Street Level View”
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Share of Forward Stock
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Share of Forward Stock reflects the actual pieces from a specific product or brand versus their competitor or the overall
category
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0.0%
5.0%
10.0%
15.0%
20.0%
Jan
'12
Feb
'12
Mar
'12
Apr
'12
May
'12
Jun
'12
Jul
'12
Aug
'12
Sep
'12
Oct
'12
Nov
'12
Dec
'12
Share of Forward Stock Producator 1
Market Share (Vol) Producator 1
Share of Forward Stock was proved to be a better predictor of future sales than other Sales Fundamentals KPIs for range of
categories
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0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
Jan
'12
Feb
'12
Mar
'12
Apr
'12
May
'12
Jun
'12
Jul
'12
Aug
'12
Sep
'12
Oct
'12
Nov
'12
Dec
'12
Share of Forward Stock Producator A
Market Share (Vol) Producator A
Share of Forward Stock was proved to be a better predictor of future sales than other Sales Fundamentals KPIs for range of
categories
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…especially if you want to do collection “incognito”, without the knowledge of the target retailer
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Use a standard PDA with highly customized software in order to collect FW
Stock fast and with high accuracy
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Real Time Alerts for Main Issues
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•OOS / Minimum stock•Secondary Placement execution•Cooler Execution•RSP execution•Share of Shelf
RESPONSIBLE Ivan V. SALES REP: Danor M.
Channel Point Name CitySURVEY
DATECategory Brand SKU AVAILABLE
MT Konzum Zagreb 01.10.2011
Categ 1 Brand 1 SKU 1 No
Categ 2 Brand 2SKU 2 No
SKU 3 No
Exemple de Alerte:
Real-time information for immediate action
Possible Alert Types:
Am probleme de stoc?
ALERT!
ACTION!
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Integrated Incentive Schemes
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Performance Evaluation Model –Modern Trade & Traditional Trade
Availability of SKUs 40%
Value-for-Money 15
Standard 10
Premium 10
Super Premium 5
Share of Shelf according to agreement 20%
Share of Forward Stock vs Market Share 25%
Secondary Placements 15%
Secondary Placements Present 5
Secondary Placements Loaded 5
Share of Secondary Placements 5
TOTAL 100%
Availability of SKUs 40%
Value-for-Money 15
Standard 10
Premium 10
Super Premium 5
Share of Forward Stock vs direct competitor 20%
Secondary Placements & POSMs presence 10%
Cooler Presence & Usage 30%
Exclusivity 10
FiFo respected 5
Light fully on and cooler plugged in 5
Merchandising respected 5
TOTAL 100%
MODERN TRADE TRADITIONAL TRADE
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Availability for focus brands - 50% weight Available for order (70%) Avl in Menu (30%) Score
Coffee Type 1 % %Coffee Type 2 % %
Share of Visibility - 30% weight in score Share Target Weight Comments
Branded Accessories V1= Focus Brand / all 1.1, 1.2, 1.3 40%Adjusting factor
as per HORECA MSPOSM - intl/external V2= Focus Brand / all 1.1, 1.2, 1.3 35%Share in menu V3= Focus / all 1.1, 1.2, 1.3 25%
100% Visibility score for on-premise
Coffee Machine- 20% weight in HORECA Scoredefinition Score
Presence of Coffee Machine% of outlets with Focus BrandCoffee Machine Coffee Machine
score on-premise Exclusivity in shop
% of exclusive stores with Focus BrandCoffee Machine
Performance Evaluation Model - HoReCa
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Image processing for visual equity
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Using pictures and image processing technology
The evaluation of Merchandising Standards can be highly enhanced by using image processing technology
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Retail Environment is more and more complicated
In Store Execution can make the difference;
Improving Execution is easier then ever if we are
using the right methodology and technology
But nothing can replace the human factor!!!
Involve your Field Teams even more in improving
execution by measuring and reward their
performance in-store;
Give your Field Teams all the support in terms of
access to latest tracking tools;
Use the know-how of specialists in implementing an
in-store tracking system;
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"Today I will do what others
won't, so tomorrow I can
accomplish what others
can't."
Jerry Rice, American Football Player
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Thank You!
Cristina ValeanuClient Service Director South-East EuropeRetailplusE: [email protected]: +40.757.577.800