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How Crowdsourcing Lifts Merchandising ROI
The document discusses the challenges faced by retailers in merchandizing and execution performance due to a lack of visibility into store operations. It highlights the benefits of using crowdsourced data and agile methodologies to improve promotional execution, reduce out-of-stocks, and enhance return on investment (ROI). Case studies, particularly for Coffee-mate, demonstrate how timely analytics can lead to quicker corrections in execution and increased sales.
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How Crowdsourcing Lifts Merchandising ROI
- 1. How Crowdsourcing Li/s Merchandising ROI Removing Retail Blindspot Glenn Smith Nestle USA Director of Category Development Jeff Griffin Quri EVP www.Quri.com
- 2.
- 3. FACT: We Can’t See What Our Shoppers See 3
- 4. And If I… 4 Can’t See If My Plan Is Being Executed Can’t Hold Field Force Accountable Don’t Know Quality of Retail ExecuCon
- 5. DefiniCve Drive-‐Time Study Time to find out… NaLonal Food Retailer -‐ West Out-‐of-‐Stock Promo Pricing Displays Placement 16 18 17 19 20 21 22 23 25 24 26 27 28 29 30 2 1 3 4 5 6 NaLonal Food Retailer -‐ East
- 6. ExecuCon Performance: Overall 10.2% 1.7% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% Promo Pricing Non-‐Compliance Out-‐of-‐Stock Dreyer’s/Edy’s Slow Churn Vanilla 48oz
- 7. 2.7% 2.4% 2.6% 0.6% 1.9% 1.9% 2.5% 2.4% 0.4% 1.8% 1.5% 1.5% 1.5% 1.0% 1.8% 0.9% 0.9% 3.6% 1.4% 1.1% 1.8% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% Dreyer’s Slow Churn Vanilla/Edys, 48oz 2.7% 2.4% 2.6% 0.6% 1.9% 1.9% 2.5% 2.4% 0.4% 1.8% 1.5% 1.5% 1.5% 1.0% 1.8% 0.9% 0.9% 3.6% 1.4% 1.1% 1.8% Dreyer’s/Edy’s Slow Churn Vanilla, 48oz Out of Stock 7 Promo Start 1.7%
- 8. Pricing Non-‐Compliance 8 12.6% 12.9% 4.8% 4.9% 9.0% 8.5% 12.9% 11.7% 3.8% 15.3% 10.1% 14.1% Dreyer’s Slow Churn Vanilla/Edys, 48oz 10.2%
- 9. 9 Full ExecuLon Sales Actual Sales 4th of July Drive Period What Revenue Did I Lose?
- 10. Learn Measure Correct Agile ExecuCon How Can We Improve ExecuCon?
- 11. Store-‐by-‐Store ExecuLon Measurement Insights for Performance Improvement Immediate Alerts to ExecuLon Field Force Learn Measure Correct Quri Agile
- 12. Agile: Measure NaLonwide Crowdsourced Mobile Force OpLmized Surveys from 1100+ CPG Surveys Real-‐Lme AnalyLcs Dashboard Quality Control Store by Store ExecuLon Performance Near Real-time Results
- 13.
- 14. 14 “No CorrecCon” Revenue Curve “CorrecCon” Revenue Curve Agile Impact Measure Correct Learn
- 15. Agile Case Study: Coffee-‐mate • NaLonal food retailer • Major omni-‐channel couponing program • Secondary refrigerated display placement • Recurring out-‐of-‐stock challenges
- 16. Agile Case Study: Coffee-‐mate NaLonal Food Retailer -‐ West Out-‐of-‐Stock Promo Pricing Secondary Displays 8 10 9 11 12 13 14 15 17 16 18 19 20 21
- 17. Agile Case Study: Coffee-‐mate 16% 9% 33% Promo Pricing Non-‐ Compliance Out-‐of-‐Stock Secondary Display Non-‐ Compliance Coffee-‐mate Non-‐Compliance
- 18. 37% 27% 19% Corrected in 2 days Corrected in 3 days Corrected in 4 days Percent Sales Li/ vs. CorrecCon Speed Measured in 2 Days for All Agile Case Study: Coffee-‐mate
- 19. 100% 131% 138% Fully Non-‐Compliant Corrected In-‐Market Fully Compliant Revenue ContribuCon of Secondary LocaCon Agile Case Study: Coffee-‐mate
- 20. Timely data about promoLonal execuLon… What We Learned …quickly transmiged to those who can fix… …will result in increase sales and ROI!
- 21. To Learn More… Glenn Smith -‐ glenn.smith@us.nestle.com Jeff Griffin – jeff@quri.com @JeffreyWGriffin hap://www.quri.com