How to use the advantages of 2013: technology, experience, methodology, to better improve your execution and obtain higher sales

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Upgraded approach in
tracking & improving in-
store performance
Excellence is doing ordinary things
extraordinary 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

9. Tracking Distribution
There was a huge improvement in technology over the
last decade – all this can help us improving our market
execution
2003 2013

10. Level 1 –Sales Agent / Distributor

11. Level 2 – Go deeper, specific address

12. Level 3 – Still not sure where it is

13. Level 4 – Check Using “Street Level View”

14. 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 City
SURVEY
DATE
Category Brand SKU AVAILABLE
MT Konzum Zagreb 01.10.2011
Categ 1 Brand 1 SKU 1 No
Categ 2 Brand 2
SKU 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 MS
POSM - 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 Score
definition Score
Presence of Coffee Machine
% of outlets with Focus Brand
Coffee Machine Coffee Machine
score on-premise
Exclusivity in shop
% of exclusive stores with Focus Brand
Coffee 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 Valeanu
Client Service Director South-East Europe
Retailplus
E: cristina.valeanu@retailplus-jv.com
T: +40.757.577.800