Уроки CRM Пройденные в Wikimart.ru при работе с повторными покупателями
Дмитрий Мацкевич Руководитель маркетинговой аналитики и CRM ХI МОСКОВСКИЙ МЕЖДУНАРОДНЫЙ БИЗНЕС-ФОРУМ 2012
The document lists the various working groups and service platforms of the 2010 ECR Special Project. It includes groups focused on demand side topics like daily amounts, CPFR, and category management as well as supply side topics like EDI profiles, source tagging, and shrinkage. The groups involve representatives from major retailers and manufacturers in Austria.
The document discusses global data synchronization (GDS) and the need for high quality data. It outlines the key concepts of GDS including automatic integration of product information. A steering committee involving retailers, manufacturers, and GS1 organizations aims to facilitate the rollout of GDS. However, inspections revealed issues with data quality and alignment between retailer and manufacturer catalogs, highlighting the importance of quality data for effective GDS.
Уроки CRM Пройденные в Wikimart.ru при работе с повторными покупателями
Дмитрий Мацкевич Руководитель маркетинговой аналитики и CRM ХI МОСКОВСКИЙ МЕЖДУНАРОДНЫЙ БИЗНЕС-ФОРУМ 2012
The document lists the various working groups and service platforms of the 2010 ECR Special Project. It includes groups focused on demand side topics like daily amounts, CPFR, and category management as well as supply side topics like EDI profiles, source tagging, and shrinkage. The groups involve representatives from major retailers and manufacturers in Austria.
The document discusses global data synchronization (GDS) and the need for high quality data. It outlines the key concepts of GDS including automatic integration of product information. A steering committee involving retailers, manufacturers, and GS1 organizations aims to facilitate the rollout of GDS. However, inspections revealed issues with data quality and alignment between retailer and manufacturer catalogs, highlighting the importance of quality data for effective GDS.
ECR France Forum '06. 10 ans d’ECR en FranceECR Community
10 ans d'ECR en France
De la stratégie globale aux nouveaux concepts et à l'exécution locale
Jean-Michel DUHAMEL - Xavier FILOU, Co-présidents d'ECR France - Olivier LABASSE, Délégué Général (ECR France), coprésident des ECR nationaux
2006 : un monde inédit
Les gens changent : nouveaux comportements et nouvelles attentes des consommateurs
Jean BISMUTH, Directeur Associé (COFREMCA -SOCIOVISION)
The management board co-chair position is vacant and candidates are being selected. Two projects are in progress and legal protection is being sought for the organization's name and logo. An international conference on electronic business was held in Zagreb.
ECR France Forum ‘06. Les formats et les concepts de magasins gagnants, la fo...ECR Community
Les formats et les concepts de magasins gagnants, la force des partenariats industriel-distributeur
Joanne DENNEY-FINCH, Chief Executive (IGD – Institute for Grocery Distribution)
ECR France Forum ‘02. Ouverture de la conférence par les co-présidents d’ECR ...ECR Community
Ouverture de la conférence par les co-présidents d’ECR France :
la démarche ECR, sa mise en œuvre et ses nouvelles pratiques
Michel GALLO, Directeur Général (SYSTEME U Centrale nationale) - Hubert PATRICOT, Directeur Général (COCA COLA Entreprise S.A.), Co-présidents d'ECR France.
Neon Marcomms presented their capabilities for tactical retail selling across independent retail and HORECA channels. They discussed staffing resources and best practices, as well as case studies from their previous experience in alcohol, soft drinks, and food promotion. Neon believes their channel expertise and execution skills could benefit JTI, and they are eager to work in the tobacco sector.
ECR Europe Forum '05. Get the most out of communication standards upstreamECR Community
Get the most out of communication standards upstream:
EDI messages and bar codes have been great enablers for speeding up and improving the quality of supply chain processes between retailers and manufacturers. Now it is time to use them upstream. Learn how to apply these techniques with suppliers of raw materials and packaging.
Speakers:
Nicola Comiotto, Nestlé,
Regenald Kramer, GS1,
Miodrag Mitic, GS1,
Sarina Pielaat, GS1 Netherlands
Facilitated by
GS1 (formerly EAN International)
The document summarizes a workshop on sustainable transport held in Brussels. It discusses the origins and motivation for measuring carbon emissions from transport and warehouses. It outlines the objectives, scope, methodology and first results of a pilot project using the Bilan Carbone tool to measure emissions from 18 participating companies. The methodology section describes how the tool calculates emissions based on transport data like shipment weights, distances and fuel usage. The first results section gives examples of emission calculations for sample milk runs and reports electricity and gas usage data for a warehouse.
ECR Europe Forum '05. Get Your Basics Right Global Data SynchronisationECR Community
Get your basics right: Global Data Synchronisation:
It does not matter which value chain process you want to improve, having quality data throughout the supply chain is fundamental as soon as you start using computer systems to help manage them. Implementing Global Data Synchronisation (GDS) in this context can be a major plus. Based on the experience of its member companies, the Global Commerce Initiative will demonstrate how to implement GDS in a collaborative, efficient and standards-based way. The focus will be on information quality and how to get GDS up and running in your company.
Speakers:
Nigel Bagley, Unilever
Kees Jacobs, Capgemini
David Timberlake, ACNielsen
Ruud van der Pluijm, Ahold
Facilitated by
the Global Commerce Initiative (GCI)
ECR Europe Forum ‘08. CEE – lessons for growthECR Community
CEE – lessons for growth
Successful business strategies vary across Europe. What works in Western countries may not necessarily be best for the still fast-growing markets of Central and Eastern Europe. What are the differences and how can strategies be aligned efficiently? Where is the highest potential and what are the threats? Last but not least: how have these emerging markets achieved in two years what it took the “mature” Western European markets 10 years or more to accomplish? With a keynote address by Frans Muller, Member of the Management Board, Metro AG, this special seminar will deliver practical knowledge and best-practice examples from CEE countries and provide ready-to-use, down-to-earth solutions for companies in that region. It is also a great opportunity for participants who would like to learn more about emerging markets and shape their strategies and operations accordingly.
Facilitated by ECR Poland and ECR Russia
ECR France Forum ‘02. Etre au rendez-vous des consommateursECR Community
Etre au rendez-vous des consommateurs
Taux de service au consommateur en linéaire
- Bonnes pratiques, méthodologie et outils
- Résultats des pilotes 2002
ECR France Forum '06. 10 ans d’ECR en FranceECR Community
10 ans d'ECR en France
De la stratégie globale aux nouveaux concepts et à l'exécution locale
Jean-Michel DUHAMEL - Xavier FILOU, Co-présidents d'ECR France - Olivier LABASSE, Délégué Général (ECR France), coprésident des ECR nationaux
2006 : un monde inédit
Les gens changent : nouveaux comportements et nouvelles attentes des consommateurs
Jean BISMUTH, Directeur Associé (COFREMCA -SOCIOVISION)
The management board co-chair position is vacant and candidates are being selected. Two projects are in progress and legal protection is being sought for the organization's name and logo. An international conference on electronic business was held in Zagreb.
ECR France Forum ‘06. Les formats et les concepts de magasins gagnants, la fo...ECR Community
Les formats et les concepts de magasins gagnants, la force des partenariats industriel-distributeur
Joanne DENNEY-FINCH, Chief Executive (IGD – Institute for Grocery Distribution)
ECR France Forum ‘02. Ouverture de la conférence par les co-présidents d’ECR ...ECR Community
Ouverture de la conférence par les co-présidents d’ECR France :
la démarche ECR, sa mise en œuvre et ses nouvelles pratiques
Michel GALLO, Directeur Général (SYSTEME U Centrale nationale) - Hubert PATRICOT, Directeur Général (COCA COLA Entreprise S.A.), Co-présidents d'ECR France.
Neon Marcomms presented their capabilities for tactical retail selling across independent retail and HORECA channels. They discussed staffing resources and best practices, as well as case studies from their previous experience in alcohol, soft drinks, and food promotion. Neon believes their channel expertise and execution skills could benefit JTI, and they are eager to work in the tobacco sector.
ECR Europe Forum '05. Get the most out of communication standards upstreamECR Community
Get the most out of communication standards upstream:
EDI messages and bar codes have been great enablers for speeding up and improving the quality of supply chain processes between retailers and manufacturers. Now it is time to use them upstream. Learn how to apply these techniques with suppliers of raw materials and packaging.
Speakers:
Nicola Comiotto, Nestlé,
Regenald Kramer, GS1,
Miodrag Mitic, GS1,
Sarina Pielaat, GS1 Netherlands
Facilitated by
GS1 (formerly EAN International)
The document summarizes a workshop on sustainable transport held in Brussels. It discusses the origins and motivation for measuring carbon emissions from transport and warehouses. It outlines the objectives, scope, methodology and first results of a pilot project using the Bilan Carbone tool to measure emissions from 18 participating companies. The methodology section describes how the tool calculates emissions based on transport data like shipment weights, distances and fuel usage. The first results section gives examples of emission calculations for sample milk runs and reports electricity and gas usage data for a warehouse.
ECR Europe Forum '05. Get Your Basics Right Global Data SynchronisationECR Community
Get your basics right: Global Data Synchronisation:
It does not matter which value chain process you want to improve, having quality data throughout the supply chain is fundamental as soon as you start using computer systems to help manage them. Implementing Global Data Synchronisation (GDS) in this context can be a major plus. Based on the experience of its member companies, the Global Commerce Initiative will demonstrate how to implement GDS in a collaborative, efficient and standards-based way. The focus will be on information quality and how to get GDS up and running in your company.
Speakers:
Nigel Bagley, Unilever
Kees Jacobs, Capgemini
David Timberlake, ACNielsen
Ruud van der Pluijm, Ahold
Facilitated by
the Global Commerce Initiative (GCI)
ECR Europe Forum ‘08. CEE – lessons for growthECR Community
CEE – lessons for growth
Successful business strategies vary across Europe. What works in Western countries may not necessarily be best for the still fast-growing markets of Central and Eastern Europe. What are the differences and how can strategies be aligned efficiently? Where is the highest potential and what are the threats? Last but not least: how have these emerging markets achieved in two years what it took the “mature” Western European markets 10 years or more to accomplish? With a keynote address by Frans Muller, Member of the Management Board, Metro AG, this special seminar will deliver practical knowledge and best-practice examples from CEE countries and provide ready-to-use, down-to-earth solutions for companies in that region. It is also a great opportunity for participants who would like to learn more about emerging markets and shape their strategies and operations accordingly.
Facilitated by ECR Poland and ECR Russia
ECR France Forum ‘02. Etre au rendez-vous des consommateursECR Community
Etre au rendez-vous des consommateurs
Taux de service au consommateur en linéaire
- Bonnes pratiques, méthodologie et outils
- Résultats des pilotes 2002
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms for those who already suffer from conditions like depression and anxiety.
Unilever and Magnet are collaborating to drive growth in health and beauty categories. They tested Unilever's expertise in new store layouts and navigation elements in a Magnet hypermarket. This led to a 10-15% sales increase. Future plans include expanding the test to more stores and categories. The collaboration uses Unilever's Customer Insight and Innovation Centre to gain insights and simulate opportunities through virtual and physical retail labs. This helps organize categories effectively and attract more shoppers to the health and beauty area through clear signage and segmentation.
The document discusses Danone implementing a Vendor Managed Inventory (VMI) system with Viktoria, a retailer, to improve order and stock accuracy. Key benefits of the VMI system included reduced out-of-stock levels, lower total supply chain costs from improved execution, and automation of ordering between Danone and Viktoria's IT systems. The VMI approach created a win-win collaboration through higher sales, better in-store operations, and reduced costs for both companies.
ECR demand Kantar_category_segmentationECR Community
The document discusses the benefits of an integrated marketing approach for growing product categories rather than just focusing on taking market share from competitors. It argues that most manufacturers still use a "share steal" business model even for categories that have room for more growth. An integrated approach puts the shopper at the center and thinks about win-win strategies for both manufacturers and retailers. This could involve linking product consumption to purchase opportunities and having coordinated sales and marketing plans. Growing the overall category leads to benefits for everyone rather than just shifting shares between competitors.
1. Проект в категории средств для
бритья в сети Карусель
среда, 5 мая 2010 г.
2. Станки и картриджи:
Системы, доля в деньгах
СТАНКИ
27%
КАРТРИДЖИ
СТАНКИ
КАРТРИДЖИ
73%
Source: ACNielsen, Units sales, P12M ending December 2008
среда, 5 мая 2010 г.
3. Некоторые факты о процессе
принятия решения о покупке. Станки
и картриджи – категория с крайне
высокой степенью планирования
покупки
► 93% - знают, что купят С/К до
того, как пришли в магазин
► 90% - знают какой бренд они
купят
► 90% - знают какой вариант
они купят
► 84% - знают какой размер
упаковки они купят
среда, 5 мая 2010 г.
4. Поведение покупателя, если Станки и
Картриджи не найдены на полке
Купит запланированный продукт в друго
Вернется в магазин на следующий день
Купит другой тип/упаковку этого же брен
Купит другой бренд в этом магазине
Не купит вообще
19%
28%
12%
20%
20%
Потери магазина = 66%.
Один из барьеров – Продажи станков и кассет только на
касса
среда, 5 мая 2010 г.
5. Дизайн категории, ориентированный
на покупателя
Цель:
определить как должна выглядеть
категория, чтобы максимизировать
продажи
среда, 5 мая 2010 г.
7. Вся продукция по уходу за собой
для мужчин в одном месте
(кассеты, станки, средства для/после бритья, дезодоранты, шампуни …)
Уход за собой для мужчин
Станки
Гели для душа
Кассеты
Уход за волосами
Средства после бритья
Дезодоранты
Средства для бритья
Туалетная вода
Одноразовые станки
Идеальная выкладка мужских средств по уходу за собой
Создано на основе European Merchandising Study 2002; Virtual shopping simulation tool
Подтверждено и обновлено IRI Qualitative European Shopper Study 2005
среда, 5 мая 2010 г.
8. 10 Шагов к снижению потерь в магазине:
Правильно организованный процесс работы
с товаром в магазине ведет к уменьшению
потерь
среда, 5 мая 2010 г.
9. Что такое потери…
Потери
Ошибки
Ошибки в при Внутреннее Внешнее
процедурах сдаче- воровство воровство
приемке
% % % %
среда, 5 мая 2010 г.
10. 10 Шагов к снижению потерь в магазине
Крупная сеть ГМ в Европе: Результат
Пополнение компанией MACH3 4 еженедельных
6,000
4,500
3,000
недостач в единицах
1,500
0
Было, существующий порядок Стало после усовершенствования
процедуры
Источник: Данные сети розничной продажи Asda: 160 торговых точек: Предыдущий период датируется сентябрем 2001 г.,
Последующий - среднее между мартом и апрелем 2002 г. Продукт - пополнение запасов лезвий MACH3, продажа измеряется в
единицах, так же как и корректировка, которая представляет собой сумму товара, имеющегося в наличии, и находящегося в
подсобных помещениях.
среда, 5 мая 2010 г.
11. 10 Шагов к снижению потерь в магазине
Крупная сеть ГМ в Европе: Результат
Пополнение компанией MACH3 4 еженедельных
6,000
42
%
4,500 Сн
иж
е ни
3,000
еп
от
ер
недостач в единицах
ь
1,500
0
Было, существующий порядок Стало после усовершенствования
процедуры
Источник: Данные сети розничной продажи Asda: 160 торговых точек: Предыдущий период датируется сентябрем 2001 г.,
Последующий - среднее между мартом и апрелем 2002 г. Продукт - пополнение запасов лезвий MACH3, продажа измеряется в
единицах, так же как и корректировка, которая представляет собой сумму товара, имеющегося в наличии, и находящегося в
подсобных помещениях.
среда, 5 мая 2010 г.
12. Проект в Категории для Бритья. Тест
До После
• Прирост продаж:
- Станки и кассеты +89%
- Вся категория для бритья +50%
• Потери:
- Снижение процентного показателя на 60%
среда, 5 мая 2010 г.
13. Следующие шаги:
• Внедрение процедуры 10 шагов снижения потерь во
всех магазинах Карусель
• Собрания во всех регионах для сотрудников
магазинов и СБ
• Совместное воплощение процедуры 10 шагов в
февале-марте 10г
• Внедрение новой планограммы выкладки категории
для бритья во всех магазинах Карусель в февреле-
марте 10г
среда, 5 мая 2010 г.