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  • Finally they could have been stolen by a professional thief looking to resell the units or they could have been taken by an opportunist thief who would have taken maybe one unit for personal use. Olga Korbett and Wynoma Ryder are just two of the latest celebrities to enter the shoplifters hall of fame.

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  • Grooming Category Project in KARUSEL
  • Grooming Category Shoppers
    • In 60% cases consumers and shoppers are the same
    . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
  • General Male Shopping Habits
    • Men Hunt for Products, they tend to follow targeted shopping and want to buy specific product and not survey the aisle
    • They have difficulties finding the items they look for, therefore want in-store consultancy but would hesitate to ask
    • If a man can't find the section he's looking for, he'll wheel about once or twice, then give up and leave the store without ever asking for help.  You can watch men just shut down.
    • Men Look for Orientation Guidance, therefore they try to build on learned pattern, they look for male color coding and well known brands and tend to look for Good, Better – Best Guidance
    • Men are very picky when they buy new products
      • Opportunity to test
      • On Shelf Guidance
      • Consultancy
    . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
  • Men shop focused HE SHE Espresso-Pause Time: 12 min. Time: 199 min. SHOPPING MALL Preferred shop
  • Some facts of B&R purchase decision making
    • 93%- know whether they will buy B&R before going to store
    • 90%- know which brand they will purchase
    • 90%- know which variant they will purchase
    • 84%- know which pack size they will purchase
    . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . *Male H&P 2005
  • Shopping Behaviour
    • Russia Male Shoppers tend to be more brand loyal than store loyal as on the average 42% of them are willing to switch shops in order to buy the required brand.
    • Retailer loss 66% , which is the biggest in B&R and Shave Care versus other categories
    . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
  • Based on clear Shopper Insights.... Ideal Shelf Principles
  • Shaving Products “core segment” for daily Men routine and clearly identify the area: All 3 steps of shave blocked together (drive cross purchasing) Ideal Men’s Care Layout Based on European Merchandising Study 2002; Virtual shopping simulation tool Confirmed and Updated with IRI Qualitative European Shopper Study 2005 Post Shave Pre Shave Blades Razors Disposables Eau de Toilette / Perfumes Deodorants Men’s Care Wash Bath Hair care
  • Optimization 50 100 120+ 130+ Check out only or locked Re-invention Horizontal Blocking Current Vertical Blocking Sales Index From defensive merchandising To shopper based design Modern Trade Main Shelf in line with Shopper Based Design Pre Post Shave Systems Disposables Pre Post Shave Total B&R
  • B&R specific characteristics
    • These products are prone to theft
    • High levels of SOOS are present:
    • 60% of all OOS are a result of the goods present in store, but not on the shelves
  • Leanings from P&G On-Shelf Availability experience
  • Shrinkage Examples Internal Theft Internal Theft Inter-Company Fraud Process Failure External Theft  Deliberate Under/Over Delivery  Invoice Errors  Quality and Weight of Items  Inventory Errors  Promotion Errors  Pricing Errors  Stock Going Out of Date  Damage to Stock  Product Delivery/Scanning Errors  Theft of Stock and Cash  ‘ Grazing’  Collusion  Shoplifting  Till Snatches  Returning Stolen Goods  Burglary  ‘ Grazing’ Inter-Company Fraud Process Failure External Theft  Deliberate Under/Over Delivery  Invoice Errors  Quality and Weight of Items  Inventory Errors  Promotion Errors  Pricing Errors  Stock Going Out of Date  Damage to Stock  Product Delivery/Scanning Errors  Theft of Stock and Cash  ‘ Grazing’  Collusion  Shoplifting  Till Snatches  Returning Stolen Goods  Burglary  ‘ Grazing’
  • Understanding Shrinkage Process failures Inter- company fraud Internal theft External theft Shrinkage % % % %
  • “ Solutions”
    • Product
    • Process
    • Information
    • Personal
  • Product
    • Highly Visible Locations
      • High Shopper Traffic
      • In line of sight of vigilant staff
      • Public view CCTV in aisle
      • Not in blind spots
  • Product
      • Safer boxes
      • Hard stickers
      • Soft stickers
  • Process
    • Appropriate store order quantities
        • Secure Delivery in one case with one invoice
    • Extra controls for highest shrink items
        • Careful Picking (by sales unit)
        • Fast tracking to secure area
        • Secure storage
  • Information
      • Regular counting of highest shrink items
      • Put in the hands of the right people
      • Fast determination of shrinkage level
      • Determine the root causes
      • Track progress
  • Personal
      • Pre-employment screening
      • Contracts
      • Clear awareness of shrink and their duties
      • Hot Product Controllers
  • Project Objective
    • Create new Shave Care category
    • - Open sales
    • - Systems B&R – eye level
    • - Brand blocking with Pre- & Postshave
    • Targets:
    • Sales +30%
    • Meet Shrinkage target!!!
  • Key actions
    • Road map analysis (Retailer & P&G joint investigation)
    • Shrinkage prevention actions development
    • Create Shave Category & test in 3 store during 2 months
    • Re-apply shave category in chain stores based on key leanings
  • Shave category creation in Karusel Before
  • After
  • Shave Care category in Karusel. Test
    • Growth index:
    • - Blades & Razors +89%
    • - Shave Category Total +50%
    • Shrinkage:
    • - Decreased by 2 times (percentage)
    • 61 stores with Shave Care category during
    • Jan-Jun’10
    • To ensure proper execution of shrinkage prevention recommendations on store level
    • Regular monitoring of shrinkage and sales dynamics by store with customer
    • Production and installation navigation materials for Grooming Center
    Next steps