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Make your database alive. SHARE IT! Tomi Kuittinen | 08/11/2012

Confidential Š Analyse Solutions Finland Ltd


About Analyse² Analyse2 is an expert in retail business and a leading developer of software tools enabling shopper-centric category management Company History Milestones 1997: company was founded in Finland as a software company

2005: Food market information and reporting solution 2004: company selected new FMCG focus strategy

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2011: Over 80 FMCG clients 2006: 1st strategic collaboration with retailer (KESKO) starts

2012: Operations in Finland, Brazil, Russia, Mexico and US


Who am I? Kuittinen = Little receipt


What happens in Finland? We do not have Scantrack services in Finland‌

so information about markets comes via Retailers.

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AGENDA ‟Sharing data is connecting ”:

1. 2. 3. 4.

Manufacturers and Retailers Shopping and Consuming Sales and marketing POS-Data and Product information

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Datasharing collaboration ‌ What is it about?


Datasharing is worth it only if…

We can get a ‟WIN – WIN – WIN” situation to happen. Confidential © Analyse Solutions Finland Ltd


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Assortment building or analyzing marketing activities

On going process

For a certain need or a project

Few times a year

One time case

Datasharing is used in‌

For all commercial needs


Datasharing is used in… • • • • • • • •

Assortment work Planning promotions and novelties Planning concepts (like on-the-go eating, bakery etc.) Planning private labels Planning seasonal differences and needs Planning regional differences / localized activities Space management Planning replenishment

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What should happen with shared data?

But why?

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In reality this all means… Quality oriented Brands – Price does not play a big role

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Value seekers Private labels – cheaper price


With our methods we can understand people as Shoppers and Consumers POS data tells us all about shopping

BUT… Attributes and Trends tell us all about consuming

Shopper: Why?, how much?, where from?, when?, how often? Price, quantity, quality, brand etc. Confidential © Analyse Solutions Finland Ltd

Consumer: When?, how?, how often?, with whom? Attitudes, values, motives, expectations Lifestage…


We can identify easily different types of consumers, what else they buy and motives of both: consuming and buying To which consumer type (segment) do they belong? Example: Quality seekers -> How big is this consumer group?

Usage by comparing what else they buy, and how they use products. Lifestage (Loyalty card data)? What?, why?, how often?, how much?, and which products?

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With Loyalty Card data…

…Customer Segmenting is possible Confidential © Analyse Solutions Finland Ltd


Loyalty and price orientation – What does market research tell us? Volume/ market Highest loyalty

50 % 40 %

Price oriented

Open minded testers

30 % 20 % 10 % consumption “Bulk” or Private label

Middle price and/or Brand products

Private label raises consumtion in price oriented group. Markets can be divided into three different groups: 1) Cheap products 2) Medium prized 3) Expensive, high quality (premium)

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Premium

Price and Quality


Steps to creating a Shopper centric decision Process

Data Sharing

Insight into collaboration between Retailers and Suppliers

Categorizing Attributing TrendModelling

Gain insight into your Data, product information and trends

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Customercentric Assortment Planning Tools

Plan Customer-centric assortment promotions, new products and concepts

Tracking & Performance measurement

Measure and track Performance Sales


Shopper Groups

Trend Insight

Customer Segmentation & Customer Insight Gain insight of your customers and form Shopper Groups

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Customercentric Business Planning Tools

Tracking & Performance measurement


Consumer Centric Business Planning Tool Trend Insight

Segmentation & Customer Insight

After segmentation, Shopper trend insights can be integrated into business main strategies. • • • • • • •

Assortment Planning Product portfolio Campaign New item introduction New item development Pricing Advertising

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Customercentric Business Planning Tools

Based on Shopper behavior, define the assortment, promotions and concepts and new item introduction

Tracking & Performance measurement


Benefits Assortments customized to match the needs of local consumers for each store (optimal revenue and profit)

Increased consumer loyalty

Increased profitability

Increased market share

More efficient category management processes

Year after year improvements via fine-tuning

Better collaboration with suppliers

* Offer the right products to the right consumers

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Conclusion DATA SHARING BELONGS TO the 21ST CENTURY. It is evidence of trust It is way to share skills, professionality and resources It always needs good tools to use database better and deeper. It also needs product information management as a cornerstone. EVERYHTHING IS WORTH IT!!! Confidential Š Analyse Solutions Finland Ltd


We can help you…

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Thank you! Tomi Kuittinen Vice President – Expert services E-mail: tomi.kuittinen@analyse2.com www.analyse2.com info@analyse2.com

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