As you are preparing for an Open to Buy Review, or managing your current business, these are the most important reports a merchant should reference. Retail data unlocks revenue, gross profit, and inventory management. Mech/ Merchandise /Revenue/Gross Profit/Margin/Dollars/Data/Ecommerce/Omnichannel/Retail

1. Decoding Retail Data into Action
Joan Braatz, Vice President Merchandising

2. Decode Data into Action with Questions
• Reports Needed for OTB Review:
 Daily Sales Report
 AAR (After Action Review)
 On Order Log
 Assortment Plan
• Discussion to prepare for OTB Review

3. Open to Buy Review Objective
• Provide Transparency to Plan
• Business Update of Category
• State Solutions to Optimize/Mitigate Trend
• Report Forecast Adjustments
• Communicate 90 Day Action
• Gain Leadership Alignment

4. Retail Reports
 Daily Sales Report
 AAR (After Action Review)
 On Order Log
 Assortment Plan

5. Questions to Ask: Daily Sales Report
If Negative Trend:
• What category is contributing?
• Was there adequate stock?
• Was shipment late or cancelled?
• Is this a shift in consumer behavior?
• What can be adjusted to mitigate
risk?
If Positive Trend:
• What category is contributing?
• What channel is driving trend?
• Is there enough stock?
• Is trend driven by temporary pricing?
• Is this a consumer shift?
• How can trend be maximized?

6. Daily Sales Report
Gain Market Intelligence with
Questions to Supplier
Vendor Questions to Ask:
 How is competition performing?
 Has their strategy changed?
 Was there exclusive product driving
result?
 Was there a promotion driving result?
 Is our business better/worse/same?

7. Questions to Ask: After Action Review
To Cross Functional Teams:
• Would better in-stocks improve sales?
• Was marketing effective?
• Was descriptive signing needed?
• Would mid-month social posts boost
sales?
Regarding Competition:
• Did new innovation launch?
• Was there exclusive offers?
• What was marketing impact?
• What are the risks to lose share?
• What are ways to gain market
share?

8. Questions to Ask: On Order Log
• Are IMU% Goals Met?
• Is Recording Current and Complete?
• What Is Cancellation Rate?
• Are There Candidates to Cancel?
• Are There Candidates to Increase?
• Are Long Lead Time Buys Captured?
• Is There Sufficient Replenishment Funds?
• Can We Shift Open Dollars Forward?

9. Questions to Ask: Assortment Plan
• Does This Reconcile With On Order Log?
• Are IMU% Goals Met?
• Have OTB FC Receipts Changed by Month?
• Are Top Volume Grades Protected?
• Is Small Store Assortments Intact?
• Are There Placeholders Yet to be Called?
• Has Innovation Shifted Delivery?
• Are Cancellations Captured Accurately?

10. Team
Discussions
 Planning Partner
 Associate + Assistant Buyer
 Replenishment Manager
 Vendor Community

11. Questions to Ask: 90 Day Action
• What Net Sales Gains / Losses for QTR?
• Where Can Difference Be Realized?
• What Actions Needed to Make GP Rate? GP Dollars?
• What Actions Needed to Hit EOM?
• Are Shifts Needed to Meet Turn Goal?
• Is Action Required On Reserves?
• Should Cancellation Rate be Applied?
• How is IMU% Tracking to Plan?
• What Is Needed From Leadership?

12. There is no greater tool at a merchant’s fingertips than retail data. Decoding
retail data in reports unlock a merchant’s ability to predict consumer behavior,
anticipate resource needs and drive operational efficiencies eliminating waste.
Your category, division, and company success lies within your ability to monitor,
decode, and act on retail data. Ask questions so that you can unlock the power
of retail data effectively.
Summary:

13. Thank You

14. Reach Me
Joan Braatz
Vice President Merchandising
Retail | B2C | B2B
braatzjoan@gmail.com
214-733-9677
https://www.linkedin.com/in/joanbraatz/
https://joanbraatz.com/