RETAIL INSIGHTS
Tracking brands on their journey from shelf to consumers’ hearts
RETAIL MEASUREMENT
Continuous Sales Measurement Service
“Whether in traditional groceries or modern trade, gain a comprehensive understanding of your brand’s key performance indicators versus your competition”
Manual, scanning, or combined methodologies are utilized to collect category and product information from a sample of retail outlets representative of a pre-defined retail trade.
Trended information on brand sales, market share, distribution, price, and other key measures are delivered via an interactive platform which allows customization of analysis and queries.
Data is available on a continuous subscription or ad-hoc basis.
Named Key Account Data
“Track and understand your brand’s performance by retailer gaining precise insights on specific activities such as promotions and new product launches”
An innovative KA Data Content Management service is provided whereby sales data of individual retailers, supplied to us on a periodical basis (through respective non-disclosure agreements with each client), are coded to meet the requirements of the different users, either in sales, marketing or at the top management level.
Data is delivered in database format for deep dive analysis or through an online interactive dashboard.
Also, dashboards can be set-up and customized for the business intelligence requirements of each specific user.
Harmony
Your Key Account Data harmonised & delivered on one platform!
HARMONY is a service from RetailZoom that delivers your KA data into one harmonised data set on one platform, available on-line and off-line, providing you with quick and easy access to the information you need, rather than having to wade through disorganised and multiple datasets. How does it work?
- Harmony delivers databases at client-defined category level, with all your countries and KAs included.
- The data is coded and validated at barcode level with all SKUs assigned their respective custom attributes.
- These attributes are harmonised across markets, retailers, and store formats.
- The dataset is delivered in an excel cube database which provides users with the flexibility to drill-down to SKU-level by country, key account, store format, across time and by product attributes.
- On-line Dashboards with active filters customised for the needs of your sales and KA managers.
Harmony helps you understand your brand performance – which stores perform and which don’t. Being able to access data easily means you can identify developing business opportunities and build credibility with your retailers, ultimately leading to a more profitable relationship.
What do we need from you?
- Permission to clean and harmonise your KA data via a non-disclosure agreement (NDA).
- Your KA data from the retailer.
- Your required category definitions.
The rest is up to us!
POS Assessment
“Up to 70% of brand selections are made in store and 68% of buying decisions are unplanned: this means that the point-of-purchase (POS) is not just one of various marketing venues. Don’t miss your final and ultimate opportunity to sell your products”
We offer a complete measurement of the POS landscape ranging from the implementation of promotions and price strategies to the evaluations of merchandisers and sales force performances to the penetration of new launches.
Facts Collected
Standard facts:
- Presence on shelf of all brands in the category
- Shelf spacings of specific brands
- Share of shelf allotted to category and brand/SKU
- Presence in refrigerators, gondolas or at the sale point
- Prices
- Price flashes
- Header boards
- Placements
- Promotions by type
- Point of sale materials by type and size
- Promotional leaflets (special analysis in PromoTrack)
- Coupons
Optional facts: Any other information that clients require, e.g. source of purchase, frequency of purchase, service satisfaction, payments, outlet characteristics etc.
Reporting and Analysis
RetailZoom Store Diagnostics reporting depends on the clients’ marketing activities and needs. These needs could dictate the cycle of data collection and the reporting frequency for a particular sample or universe.
- Summary reports in any format (Excel, PPT etc.) are provided after each time interval (weekly, biweekly, monthly etc.) as per client needs.
- Reports focus on questions and areas pre-defined by the client.
- RetailZoom can help compare observation results with the originally planned execution.
- RetailZoom can advise on the right KPI metrics which includes POP data as well as other sources like sell-out data or financials.
Ad Hoc Studies
It is also possible to make a study that is totally tailor-made to a client’s needs and to be run at the client’s critical times.
Data Collection
Experienced Retail Zoom personnel collect and dispatch data and photographs in real time using the latest technological devices.
The collected data is immediately examined by experienced executives, processed through proprietary advanced software and delivered to the client within 36 hours.
To assure absolute quality, supervisors physically visit a 10% of all outlets and double-check the accuracy of the data collected.
Retail Census
“Get an up-to-date picture of the evolving retail trade landscape with detailed information on all points of sale relevant to your business. Establish the right universe for your distribution, sales and marketing strategies”
Outlet Information, ranging from name and location of store to GPS coordinates and brand handling, is collected across the entire retail trade in order to enumerate the retail universe.
Census questionnaires are customized to address key and strategic business objectives.
- The census database listings are available in MS Excel format providing users with the flexibility to view, sort, format and add additional data according to their requirements.
- The data can also be viewed using our proprietary Census data mining and mapping software “RetailZoom Census”.
This software will give the user the ability to extract, dynamically sort, view listings and create custom queries.
In addition, it has the ability to allow the user to navigate the geographical landscape of coverage and view the distribution / type and number of outlets from a bird’s eye view as well as to query specific outlet information. A database is also kept of all outlet pictures (visuals) to further aid in the identification of the outlets at street level.
RETAIL ANALYTICS
Price Promo Evaluator
“Evaluate within each individual retailer how effective your promotions are against competition”
Weekly sales data is used to evaluate the effectiveness of price promotions.
Key insights provided are:
- Level and percentage of sales generated with price promotions.
- Frequency of price promotions for each product and for each price level across time.
- Comparison of average prices for products sold under price promotion.
Price Points Analyzer
“Maximize sales and profit by slicing the market in price points to locate the optimal price for your products“
Weekly sales data is used to evaluates sales at different price levels across time
Key insights provided are:
- Sales per SKU generated at each price point
- Impact of various price levels on sales per SKU analyzed in a competitive context
- Incidence of each price point for each SKU at a given time period
- Optimal price level to maximize sales
Price Gap Analyzer
“Let real life information guide you towards the optimal price for your products vis-a-vis your competition”
Real historical store by store data is used to evaluate sales performances of products in a competitive context
Key insights provided are:
- Selling performance between two products at various price gaps.
- Frequency of various price gaps between two products
- Optimal product sales price vis-a-vis competition
Basket Analytics – A deep dive into customers’ baskets
Dig into consumers’ baskets with an in-depth analysis of shopper transactions over time and gain accurate insights on how categories and products are being purchased. Basket analytics are available either for FMCG retailer specific data, where approved by the retailer, or for aggregate data from all retailers. Check out what applies to your country of interest.
Transactional data is analysed at the micro level and utilized to deliver to both manufacturers and retailers key insights such as:
- Basket evolution & segmentation
- Specific Category Analysis
- Competitive Product Analysis
- Category Adjacency Analysis
- Product associations
- Price points
Frequently Asked Questions – Retailers:
- “What is the best products’ assortment to include in a thematic promotional leaflet called “bake your own”?
- “What is the penetration of products from my fruit & vegetables department in customers’ baskets across stores and time?”
- “Are my customers buying pet food as part of their monthly big shopping visits or during their weekly visits? Is it worth placing pet food in extra displays for impulse buying?”
Frequently Asked Questions – Manufacturers:
- “When my product is on promotion are my customers just stocking up? What is the basket penetration of my product before, during and after promotion and what is the total basket penetration year to date versus year ago same period?”
- “My sales are down this year. Is it because my customers are buying less of my product or have I lost customers?”
- “It is budget time, is the breakfast cereal category in a growing, stable or declining trend as compared to previous year?”
- “I am thinking of doing a bundle promotion for some of my 20 biscuit SKUs. Which would be the ideal combination of SKUs in orer to maximize sales?”
- “How many of my customers’ baskets contain a shampoo from the competition and which is the shampoo they buy along with my shampoo?”
PromoTrack©
“Make your promotions more effective by extracting meaningful insights from the leaflets leaflets ‘jungle’ of the current retail trade”
PromoTrack is a dynamic online system that tracks and analyses FMCG promotions advertised in grocery retailers’ leaflets.
Leaflets and offers are updated on a daily basis providing insights on promotional strategies to both manufacturers and retailers.
It provides information on promo incidence, promo types, and promo prices at country, region, chain, and store level.
Users can also analyze the information at category, manufacturer, brand, and SKU level.
In today’s economic environment, where consumers chase promotions, such information is vital to implement the right promotions at the right prices and at the right time.
Frequently Asked Questions – Retailers:
- “What are the most heavily promoted brands and products in each season?”
- “How my promotional ‘relationship’ with a manufacturer/supplier compares to that of the competition?”
- “What is the competition doing in terms of number and type of promotions in each product category this period versus the same period last year?”
- “What is the right promotional price in order to be competitive without being too cheap thus generating low margins?”
Frequently Asked Questions – Manufacturers:
- “How heavily is a brand advertised in grocery retailers’ leaflets across time?”
- “How my brands’ presence in promotional leaflets compares to that of the competition and what is the trend year on year?”
- “Is a competitor more active in terms of promotions in a specific retailer?”
- “Which products and brands are utilized by my competitors for promotions?”
- “How my price offs or giveaways compare to those of the competition across time and in specific key retailers?”
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