Transcript of "Analytics in retail: Going to market with a smarter approach"
Analytics in retailGoing to market witha smarter approachIssues and trends in retail reduce margins, has driven the need for data analysis toFew other business sectors are as full of constant change incorporate partners and look at enterprise-wide signalsand challenge as retail. An uncertain economy, new forms more rigorously than before. Simply put, it is a brandof digital competition, an increasing number of new new world, with a brand new set of challenges — andproduct launches, and highly informed, more-demanding opportunities.consumers are just a few of the industry’s challenges.Retailers should consider tapping into the increasinglyavailable amount of data to answer the “crunchyquestions” that can hold the key to improving performancein these demanding times.As the questions become more complicated to answer,retailers require in-depth insights to effectively manageand predict future performance. Oftentimes, the questionsare enterprise-wide in nature; traditional siloed analysis issimply not enough: Who are the next 1,000 customers wewill lose — and why? Which suppliers are most at risk ofgoing out of business? Which customers are our biggestinfluencers? Will our workforce profile match our needs intwo years? How will demographic shifts affect our marketshare? Which high-performing associates are we at risk oflosing? Retail is an information-driven business. The nextgeneration of business analytics can provide the answers.A majority of today’s analysis is focused on historical dataevaluated in hindsight; more recently, analytics are usedby specialized resources looking at silos of data to supporta specific business function, such as improving allocation,perhaps at the expense of the broader supply chain.Incorporating information from across the enterprise canprovide a much deeper understanding of opportunities.As retailers expand their go-to-market strategies toinclude multiple channels, and communications withcustomers expand to include digital advertising, socialmedia, and email, the amount of internal and externaldata is increasing exponentially. Many retailers are nowconsidering how to manage and leverage unstructured“big” data from social media, third-party sources, andglobal entities. Increasingly complex supply and distributionchains, plus constant pressure to contain costs and
Advanced analytics represent a portfolio of tools, • Share of wallet: Identifying the customers with the techniques, and organizational capabilities that can propensity to increase spending and the corresponding be applied to specific decisions across a wide range of opportunity categories for that spending. Uncovering business concerns. Below, we highlight six key areas where share is being lost, to whom, and why. where retailers can apply analytics to drive value for their • Customer churn prediction: Building models to identify stakeholders. the customers most likely to attrite and determine the drivers and predictors of attrition to enable preemptive Customer engagement intervention. In today’s market, retailers must make decisions in the face of intense market pressure. Particularly in the United States, Even retailers without highly sophisticated internal market factors, such as rapidly changing demographics capabilities typically have the data to enable these analyses. and an uncertain By understanding which customers represent sales and economic recovery, margin increases (or potential losses) and what changesCustomer analytics and present retailers with evolving need to occur, they can make the needed adjustments in assortments, pricing, service behaviors, marketinginsights must be focused on challenges. Retailers seek to communications, or other customer experience elements that can potentially produce incremental revenue.being both understandable understand which products, services, These early wins can generate both the “funding” and the organizational “buy-in” to support a retailer’sand actionable. and offers are investments and transformation toward becoming truly most attractive customer-centric. to customers, while customers continue to alter their preferences and shopping behaviors. A dramatic Marketing and media resource allocation increase in online research, comparison shopping, and The ever-changing consumer also affects the fast- bargain hunting has disrupted the traditional customer- growing and fragmented media space. Consumers’ engagement paradigm for retailers. Consumers are media consumption has shifted, leaving traditional media increasingly in control of how, when, and where they want and communication channels less effective in reaching to interact. Attracting, retaining, and improving the value the broader population. And, while digital and social of customers has become a retail imperative; retailers are alternatives are promising their return on investment (ROI), recognizing that new capabilities are required to capture their effectiveness at scale varies widely. With all the media and apply customer insights. choices now available to the marketer, and more being added almost every day, retailers are looking to advanced The possibilities for customer insights are myriad, but analytics to dynamically manage their media options and often the path to actionable customer knowledge seems determine the most effective marketing mix to deploy. daunting. In addition to technical or skill barriers, many retailers have cultures that are historically product-centric, Additionally, media providers are bringing to market far as well as merchant organizations whose customer more targeted and localized offerings, allowing marketers knowledge is intuitively based. Customer analytics and to purchase media where and when they need it. This mass insights must be focused on being both understandable localization of media provides opportunities to increase and actionable by key functional stakeholders in the ROI and to hyper-target customers with the most relevant, organization. cost-effective media (e.g., targeted cable; out-of-home, location-specific advertising; and newspaper subzip zoning) While much of customer analytics to date has been without having to always depend on more expensive and focused on better targeting marketing messages to specific wasteful channels. segments, real opportunity lies in using customer insights to find sales and margin levers. This can be achievable Effectively managing the media takes more than tactical through some core sets of analyses: effectiveness and efficiency. Leading marketing analytics • Customer engagement assessment: Applying analytics look at the interaction among items like the media to determine underserved groups of customers with the channel, promoted items, and target segments to likelihood to spend more. understand the most-effective media weight, placement, 2
and flighting. For example, their everyday prices to their sales, margin, and volumeToday’s analytics can knowing what items are goals. Second, predictive analytics can enable retailers toproduce simulation and media-responsive — and at what price — and set effective promotions; not only the required promotion price, but also identification of promotion products duringplanning tools that help understanding which items drive a better basket, can the right period. With consumers continuing their quest for value and with the expansion of competitive options,retailers get far more from form the foundation of a more productive media setting promotions has become as critical as ever. Finally, analytics are an effective means to increase performancetheir marketing spending. plan. Advanced analytics can of markdowns. Advanced techniques can facilitate a deliver insights that inform minimum amount of margin leakage with markdowns smart decisions, from determining what mix should be by establishing the most-effective discount cadence at on the front page of the next sales circular to deciding the store and/or item level based on inventory and what items should be featured in the hero shot on the sell-through rates. homepage. Today’s analytics can produce simulation Advanced analytics provide the platform to consistently set and planning tools that help retailers get far more from the “right” price at the right time for the right their marketing spending — helping plan, anticipate, and products across the entire product life cycle; this course-correct media in a very dynamic market. allows retailers to integrate effective pricing into the daily operation of a retailer’s business — not treat it Pricing and profitability management Pricing is a powerful lever for improving both top- and bottom-line financial performance. In a period of declining customer spending and the proliferation of shopping channels, pricing has become a target source for retailers Our experience indicates to grow organically. While retailers realize the critical pricing solutions can expect importance of pricing to help drive profitability, identifying the “right” price remains a daunting task. Pricing too high an immediate margin will cost market share and erode customer loyalty, while pricing too low can cost margin and create a price war performance improvement with the competition. Further complicating matters, pricing requires precision at the most-granular levels — across of 2%–4% and a sales stores, customer segments, channels — and must account growth of 1%–2%. for other key strategic considerations, such as competitive as a one-time event. Our experience indicates pricing intensity, category roles, brand image, and authority. solutions can expect an immediate margin performance Advanced analytics can help retailers improve the way improvement of 2%–4% and a sales growth of 1%–2%. they analyze, set, and deliver pricing in a sustainable and With the increasing complexity in retail today, applying predictable manner. With a broad data set, analytics can advanced analytics in pricing can be critical for retailers to allow retailers to derive valuable insights by measuring stay ahead in the market. differences in demand across customer segments, identifying key value items, clustering stores into zones, Supply chain efficiency and assessing shopping behavior across channels. These Supply chains are also growing in complexity, with an influx findings allow retailers to develop a tactical framework of data and a demand for more-responsive relationships to set price while accounting for distinctions across with customers who can choose to interact with the customers, channels, competitors, and categories. business across multiple sales channels. Merchandise assortments are becoming customized and tailored, and Guided by a pricing strategy, advanced analytics can also operations are expanding globally. As a result, retailers identify unmet customer needs for retailers to profitably have a tremendous opportunity to leverage analytics fulfill. First, analytics provide retailers the ability to set to manage inventory, reduce transportation costs, and price points and anticipate the effect to their business by increase collaboration with customers, merchants, creating granular-level demand models using historical marketing, and suppliers. data. Advanced models derive elasticity and cross-elasticity at the store and/or item level, while business rules affirm Sales and inventory data from multiple source systems can that pricing remains aligned to category roles, competition, be integrated to identify items at risk of stocking out or of and item-specific relationships, such as size and brand. being overstocked. Additionally, predictive analytics can be These, in combination, can allow retailers to optimize 3
used to allocate incoming inventory to the highly effectivepoint of demand and to shift excess inventory to alternate To help identify sourceslocations as needed. Order fill rates and delivery metricscan also be analyzed to evaluate and balance working of fraud, analytics can becapital and service levels. used to analyze unusualReal-time visibility into transportation operations andcosts can allow retailers to more effectively manage and patterns.streamline this complex and important piece of the supplychain. Opportunities to improve productivity and increase • Point-of-service data mining can be analyzed inasset utilization can be identified by analyzing carriers, conjunction with other, more-sophisticated data streamslanes, modes, ship-to locations, contract details, and other to identify losses resulting from process-related errors.key metrics. • Types of products can be profiled; stocktake variances, and stocktake adjustments taking place in variousThe use of analytics in the supply chain is also expanding subsidiaries can be analyzed.to include collaborative systems that integrate marketing • Analytics can be used with markdown systems, priceand merchandising, and more closely connect retailers to optimization systems, business intelligence reporting, andtheir suppliers and distribution partners. This collaboration modeling deal prices to help control cash losses.facilitates required product development, work-in- • Unusual patterns of product and inventory movementprocess, supply and demand synchronization, and enables can be identified as part of shrink and store associateopportunities to improve speed to market. theft.Risk and fraud detection Data analysis can also be used to analyze and provideFraud is another pressing challenge for retailers, resulting trend data, such as the number of invoices from suppliersin financial losses, as well as the erosion of customer over time, unusual invoice number sequencing, and dollarstrust. Fraud can originate with customers, associates, or spent for goods and services purchased from a particularexternal sources, such as service providers, and can include vendor. This can assist with answering the question,shrink, damaged goods, inventory inaccuracies, and a “Does the dollar amount and timing of purchases fromnumber of other issues. Some instances of fraud include a particular vendor make sense?” Furthermore, analyzingstolen credit card information or fraudulent returns. The the actual purchase orders and invoices can assist withretail purchasing department is also a key area for fraud. answering the question, “Does the price paid for the goodsRetailers should remain alert for expenditures that do and services make sense?”not make economic sense, as well as poorly documented Retail fraud is typically prominent in customer returns,expenditures. Retail companies can also lose money if associate thefts, and payment mechanisms. By using retailservice provider contracts are not monitored. With so much analytics at least in these key areas, retailers can betterat stake, companies also need to consider potential risks, control losses and remain competitive in a challengingsuch as contractor charges that are not in compliance with retail environment.contracts, duplicate charges, excessive contractor timecharges, or inadequate monitoring of contractor charges. Workforce development and management Even in an uncertain economy, retailers expect a greatFortunately, retail analytics can be applied to detect deal from their associates — one of their most-valuableand prevent fraud and to help manage risk within resources and the most direct and personal contact withorganizations. To help identify sources of such fraud, the customer. Retailers can use analytics to increaseanalytics can be used to analyze unusual patterns. A workforce productivity and use of associates with regardcombination of statistical techniques can be used to to cost, customer shopping patterns, locations, andcorrelate certain types of behaviors. Forensics teams can associate capabilities and performance. By taking a lookprovide the genetic code of a fraudster and a at existing data, retailers can manage a significant portiondescription of what types of opportunities a fraudster of their budget more strategically, increase productivitymight be looking for. This information, coupled with and scheduling, and improve recruitment, retention, andanalytics, can help identify anomalies in the data and development activities.pinpoint the area in which there are issues. Some examples At the store, workforce analytics can help align associateinclude the following: schedules to store traffic, required tasks, and other• Analytics can be used in collaboration with banks and variables driving store activity, such as seasonal patterns retailers to identify fraudulent activity before it turns or special promotions. These applications help improve material. 4
schedule effectiveness and labor productivity, as well as proactive retention strategy by understanding the keycustomer service. The use of analytics helps align the risk factors that drive attrition in the critical workforcesupply of labor and forecasted demand, while taking into and preemptively mitigate these risks.consideration the availability and preferences of associates • Workforce safety analytics: Analyzes and detectsand their individualized abilities and skills. the underlying causes and contributing factors to workplace accidents. By understanding the factorsWhile retailers have used scheduling applications for that contribute to workplace accidents, businesses canyears, analytics can allow retailers to schedule their most- improve their safety response process and add foresightproductive employees for the time periods when customers to prospectively prevent workplace accidents, therebyare most likely to be visiting the store. These systems containing costs and promoting sustainability.can also tie into events, such as scheduled promotions,arriving inventory, and local economic data. Workforce Using these workforce analytics solutions, retailers cananalytics may also be used to correlate the most productive match their employee resources with demand, potentiallyemployee and manager attributes to improve performance resulting in increased sales, higher productivity, improvedand productivity. customer service, minimized overtime costs, fewer laborBeyond store scheduling and productivity, the incorporation law violations, and improved profitability.of broader workforce analytics into the overall businessstrategy can help enable an effective and sustainable retail Creating your advantageworkforce. However, having the right tools and point To avoid getting lost in all the numbers, retailers shouldsolutions to guide the workforce strategy can enable a demand more from their data. Deloitte Analytics’quicker, smarter transformation that can drive bottom-line demonstrated solutions and experience offer anresults while solving a multitude of key human resource opportunity for retailers to distinguish themselves from thebusiness challenges. Because retail industries employ a competition. Helping retailers extract value from disparatehigh number of customer-facing associates, it is imperative internal data sources, as well as information-rich externaldecisions pertaining to hiring and retention are precise sources, we help our retail clients gain advantage in theirand supported by data-driven insights. The following are market. From tried-and-true targeted marketing initiativesexamples of workforce analytics solutions that can be used to customer insight, allocating marketing and mediato assist with proper resource allocation when building a resources, pricing optimization, improved workforcehigh profit-yielding workforce: productivity, and fraud detection, retailers can leverage• Recruitment analytics: Uses an advanced scoring Deloitte Analytics to deliver more informed decision model to objectively rate candidates based on desired making, performance, and competitive advantage. attributes. In an industry where turnover rates and training costs are significant, committing to candidates with a greater likelihood of high performance and tenure can be most significant in reducing hiring costs and improving customer service.• Retention risk analytics: Leverages both internal employee and external data sources to predict the likelihood of which employees — and more importantly, why these employees — are likely to leave, months before the occurrence. This solution can enable a 5