Download - How Crowdsourcing Lifts Merchandising ROI
How Crowdsourcing Li/s Merchandising ROI Removing Retail Blindspot
Glenn Smith Nestle USA Director of Category Development
Jeff Griffin Quri EVP
www.Quri.com
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FACT:
We Can’t See What Our Shoppers See
3
And If I…
4
Can’t See If My Plan Is Being Executed
Can’t Hold Field Force Accountable
Don’t Know Quality of Retail ExecuCon
DefiniCve Drive-‐Time Study
Time to find out…
NaLonal Food Retailer -‐ West
Out-‐of-‐Stock Promo Pricing
Displays Placement
16 18 17 19 20 21 22
23 25 24 26 27 28 29
30 2 1 3 4 5 6
NaLonal Food Retailer -‐ East
ExecuCon Performance: Overall
10.2%
1.7%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
Promo Pricing Non-‐Compliance
Out-‐of-‐Stock
Dreyer’s/Edy’s Slow Churn Vanilla 48oz
2.7% 2.4% 2.6%
0.6%
1.9% 1.9% 2.5% 2.4%
0.4%
1.8% 1.5% 1.5% 1.5%
1.0%
1.8%
0.9% 0.9%
3.6%
1.4% 1.1%
1.8%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
Dreyer’s Slow Churn Vanilla/Edys, 48oz
2.7% 2.4%
2.6%
0.6%
1.9% 1.9%
2.5% 2.4%
0.4%
1.8%
1.5% 1.5% 1.5%
1.0%
1.8%
0.9% 0.9%
3.6%
1.4%
1.1%
1.8%
Dreyer’s/Edy’s Slow Churn Vanilla, 48oz
Out of Stock
7
Promo Start
1.7%
Pricing Non-‐Compliance
8
12.6% 12.9%
4.8% 4.9%
9.0% 8.5%
12.9% 11.7%
3.8%
15.3%
10.1%
14.1%
Dreyer’s Slow Churn Vanilla/Edys, 48oz
10.2%
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Full ExecuLon Sales
Actual Sales
4th of July Drive Period
What Revenue Did I Lose?
Learn
Measure
Correct
Agile ExecuCon
How Can We Improve ExecuCon?
Store-‐by-‐Store ExecuLon Measurement
Insights for Performance Improvement
Immediate Alerts to ExecuLon Field Force
Learn
Measure
Correct
Quri Agile
Agile: Measure
NaLonwide Crowdsourced Mobile Force
OpLmized Surveys from 1100+ CPG Surveys
Real-‐Lme AnalyLcs Dashboard
Quality Control
Store by Store ExecuLon Performance
Near Real-time Results
Agile: Correct
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“No CorrecCon” Revenue Curve
“CorrecCon” Revenue Curve
Agile Impact
Measure
Correct
Learn
Agile Case Study: Coffee-‐mate
• NaLonal food retailer • Major omni-‐channel couponing program
• Secondary refrigerated display placement
• Recurring out-‐of-‐stock challenges
Agile Case Study: Coffee-‐mate
NaLonal Food Retailer -‐ West
Out-‐of-‐Stock Promo Pricing
Secondary Displays
8 10 9 11 12 13 14
15 17 16 18 19 20 21
Agile Case Study: Coffee-‐mate
16%
9%
33%
Promo Pricing Non-‐Compliance
Out-‐of-‐Stock Secondary Display Non-‐Compliance
Coffee-‐mate Non-‐Compliance
37%
27%
19%
Corrected in 2 days Corrected in 3 days Corrected in 4 days
Percent Sales Li/ vs. CorrecCon Speed
Measured in 2 Days for All
Agile Case Study: Coffee-‐mate
100%
131% 138%
Fully Non-‐Compliant Corrected In-‐Market Fully Compliant
Revenue ContribuCon of Secondary LocaCon
Agile Case Study: Coffee-‐mate
Timely data about promoLonal execuLon…
What We Learned
…quickly transmiged to those who can fix…
…will result in increase sales and ROI!
To Learn More…
Glenn Smith -‐ [email protected]
Jeff Griffin – [email protected] @JeffreyWGriffin
hap://www.quri.com
