The document discusses how marginal gains through precision execution can build the perfect store. It argues that focusing on the "last 2cm" of execution through real-time auditing and action can improve on-shelf availability, fieldforce efficiency, and execution compliance. The key is leveraging a large, experienced crowd workforce through a crowdsourcing platform to conduct accurate, objective store audits and identify opportunities for marginal gains across many product categories and retail channels. Case studies show how addressing even small moments of out of stock through this approach can significantly impact sales.

1. Europe’s leading crowdsourced in-store Data as a Service (DAAS) provider
BeMyEye 2018, All Rights Reserved
Never Forget the Last 2cm
Building the Perfect Store Through Marginal Gains
Stef Kulik I Chief Commercial Officer I BeMyEye

2. Marginal gains in 2018
MENTAL AVAILABILITY
PHYSICAL AVAILABILITY

3. Big Data does not always = Big Insight
“Where is the wisdom we have lost in knowledge?
Where is the knowledge we have lost in information?”
T.S. Eliot, "The Rock"

4. We all have to work harder in a more complex environment
TV Print Product NPI Benefit POS Promo Custom In Store Digital Seasonal
1980s
1990s
2000s
2010s
MENTAL AVAILABILITY= the battleground for
40+ years in consumer goods
PHYSICAL AVAILABILITY = precision based execution
where every marginal gain is identified & won

5. “Perfect Stores” have come full circle
The industry is refocusing on marginal gains, as
even the most strategic projects between retailers &
suppliers are subject to a change in direction. There
is a trade-wide move to return to “perfect store” to
create the ideal path to purchase for a shopper.

6. “2cm” today means changing how we audit & action execution
Realtime
Out of Stock
JBP
Compliance
Promo & Price
Execution
Audit Analyse Action
Must Be
When It Matters
Everywhere At Once
Utterly Precise
Efficient
Must Be
Accurate
Automated
Subjective
Actionable
Must Be
Immediate
Where It Matters
Crystal Clear
Outdoor Media
Cut Through
§Availability
§Fieldforce Efficiency
§Execution Compliance
§Blindspot Mapping

7. Does 2cm really make all the difference?

8. At BeMyEye, we believe it does
2000m 200m 20m 2m 2cm
Time of
purchase
Advertisement OOH In-store activation Availability

9. To win, leverage the largest, most active crowd possible alongside RTM
19
Countries
500k
Crowd
350k
Stores
2M
Missions
400
CPG Clients
20+
Channels
A Successful Crowd Must Have
§ Scale to complete quickly : 24-48hrs
§ Fluency & strong adoption : 95% accuracy & SLA
§ A hive mind-set, driven to learn
§ Experience in types of mission, in different industries
You Must Know You Will Get
§ Accuracy & completion
§ Truly objective audit from your most candid critic (the customer)
§ Revenue growth @ retail
§ Better spend efficiency on field
§ True understanding of JBP execution

10. What is in a crowd?
Gig Workers Disciplines
16%
Driving
84%
Professional, Creative,
Admin, Skilled or
Personal Services
17%
18%
16%
26%
28%
9%
11%
Source : BeMyEeye 2018

11. The impact of marginal gains is remarkable
High Street Convenience Forecourt
#1 SKU 100% 100% 100%
#2 SKU 96.7% 100% 100%
#3 SKU 100% 91.9% 83.3%
#1 Competitor SKU 90.0% 97.3% 88.7%
Source : BeMyEye 2018
On-shelf availability for men’s shaving blades, Fridays between 4pm-8pm
On-shelf availability for a popular drinks brand weekdays between12pm-2pm

12. How many of us can make a marginal gain?
Responses from : baby, BWS, confectionery, household, luxury, H&B, pharmacy, snacks, soft drinks manufacturers (surveyed 1/2/18)
§ 69% of products suffer from acute moments of out of stock : 80% weekend, 3-6pm
§ 95% believe stock outs in these specific moments dramatically affects sales
§ 85% cannot measure the issue the way they want to
§ 52% believe solving acute out of stocks would drive sales growth up to +9%

13. www.bemyeye.com