CATEGORY MANAGEMENT CONSULTANCY SERVICES AND INSIGHT SOFTWARE TO OPTIMISE ASSORTMENT, PRODUCT AND STOCK

Transcription

1 CATEGORY MANAGEMENT CONSULTANCY SERVICES AND INSIGHT SOFTWARE TO OPTIMISE ASSORTMENT, PRODUCT AND STOCK 1 Category Management

2 CATEGORY MANAGEMENT Ensuring the right product is in the right place at the right time is critical to rewarding customer experiences and, as such, fundamental to successful retail. And while investing in the right categories to do so can be a challenge the complexity of modern retail and the pace of change across the competitive landscape surely don t make it simple the rewards of making customer-led investment decisions across categories and around product and merchandising are worth the effort: increased customer loyalty and profitable sales growth. What s the benefit to putting customers at the heart of your category and product decision-making? When you understand which customers are shopping and how their behaviours are impacting each category and each product s sales, you understand where to invest more and where to invest less. dunnhumby scategory Management consultancy services and insight software provide the necessary insights to make the right strategic and tactical decisions. We help businesses develop their Category Management capability with powerful offerings in three key areas: CATEGORY LEADERSHIP ASSORTMENT, DISPLAY AND NEW PRODUCT LAUNCH INVENTORY AND STOCK MANAGEMENT 2 Category Management

3 CATEGORY MANAGEMENT WE HELP RETAILERS AND FMCGS LIKE YOU TO: Identify the role each category plays in your overall offer and focus investment on the categories in which you want and need to win Establish end-to-end category management approaches from collaborative category strategy development to in-store initiative implementation to post-implementation tracking of performance Optimise your category assortment and layout whilst meeting the right customer needs to drive improved loyalty Improve on-shelf availability through better demand forecasting and real/near-time analysis of which products are going out of stock and why 3 Category Management

4 CATEGORY LEADERSHIP Our Category Leadership offering transforms a deep understanding of your customers and categories, market and competitor conditions into plans and strategies that grow customer loyalty, sales and margin. Through our consultancy-led approaches and flagship self-service insight solution, Shop, we provide a flexible end-to-end proposition which helps embed best practice into your ways of working and serve up continuous insights leading to year-on-year growth. The main difference in range reviews with dunnhumby is the process structured with the retailer. The integration of an effective analysis and all the planning of actions and product innovation helped us advance with innovation and Category Management guidelines much more than we could in the past. UNILEVER - National Sales Manager PRODUCTS AND SERVICES Category Leadership Our end-to-end, integrated, modular approach to category management offers both strategic and operational perspectives, right through to post-implementation tracking. Shop dunnhumby Shop provides a deep and seamless understanding of how customer behaviour, in-store and online, is impacting your brand or category performance. Powered by basket-level detail from millions of households, refreshed weekly, Shop reveals granular customer insights like no other. Self-service, comprehensive and intuitive insight reports provide you with answers to the majority of your brand and category questions, when you need them. Category Roles, Priorities and Goals We ll work with you to establish an analytical framework including key financial, customer and market metrics to assist you in optimising investments across categories, thereby maximising loyalty, sales and margins across the entire store. Retail Heartbeat Market Basket Analytics This powerful Software as a Service (SaaS) solution harnesses your shopper data to deliver unique insights analyses such as basket diversity, affinity and brand loyalty, allowing you to make assortment decisions that drive lift. 4 Category Management

5 ASSORTMENT, DISPLAY AND NEW PRODUCT LAUNCH Incorporating consultancy-led solutions and software-based tools, our Assortment, Display and New Product Launch proposition offers a range of products and services to help determine your optimal category assortment, provide specific recommendations on how to best organise your shelf space and monitor new product introductions to allow course corrections in near time. PRODUCTS AND SERVICES Category Assessment We work with retailer category managers or buyers to develop strategies for categories built on an in-depth understanding of customers, market conditions and the role each category plays in a retailers portfolio. Shelf Review A web-based application enabling retailers and FMCGs to plan a change to product assortment whilst meeting customer needs and driving loyalty. With interactive views and a powerful Recommendation Engine, Shelf Review turns simple observations of current performance metrics by product into reasons for that performance and delivers actionable recommendations. LaunchPad An interactive tool based on real shopping behaviour, LaunchPad helps you quickly and accurately evaluate and understand the performance and key drivers of a new product and, when used regularly, uncover insights that drive value. As such, we ll work closely with your commercial teams to embed a structured and efficient process to monitor new product performance and take action to drive sales or to de-list depending on the situation. Shop New Product Evaluation report (NPE) The Shop NPE report allows you to understand the success of a new product launch in relation to competitor launches, the incremental value driven to your brand and to the category, and whether you ve reached your desired target market. 5 Category Management

6 Make the right strategic and tactical decisions with dunnhumby s Category Management solutions. 6 Category Management

7 INVENTORY AND STOCK MANAGEMENT One of the biggest challenges any retailer faces is lost sales caused by out-of-stock positions. From delayed purchase to buying from a competitor, the impact is significant. To combat this, we offer the Heartbeat Availability Suite, three related solutions all utilising a powerful real-time, fine grain prediction engine with machine learning techniques to quickly and accurately create demand forecasts or analyses on current or near-time sales, out of stocks and other anomalies. PRODUCTS AND SERVICES Improving your in-stock position is not easy. From a shopper perspective, out of stock is much broader than a product not being in the right place in the supply chain damaged or short dated stock, missing shelf edge labels and poor merchandising all have an impact. Traditionally, tacking out stocks has been too difficult or too expensive. The Heartbeat Availability Suite of solutions which can operate stand-alone or in combination tackles the issue from multiple directions, and can also unlock the field sales resources already calling on stores to be part of the solution. Inbound forecasting to stores Real time in-store alerts Outbound next day issue reports HB Forecasting HB Alerting HB OOS Reporting What it is: Rolling 7-day demand forecast improving the accuracy of demand required at an item/store level What it s for: Increasing sales through reduced OOS occasions; eliminate manual store ordering What it is: In-store realtime alerts of anomalous sales patterns delivered to a mobile device with inbuilt root cause analysis What it s for: Improving restocking and identifying and fixing issues which lead to OOS What it is: Accurate OOS reporting delivered daily to Head Office, Stores and Suppliers What it s for: Improving sales through reduced OOS, driving strategic and operational improvements, and quantifying the cost of OOS 7 Category Management

8 dunnhumby is the world s leading customer science company. We analyse data and apply insights from nearly one billion shoppers across the globe to create personalised customer experiences in digital, mobile, and retail environments. Our strategic process, proprietary insights, and multichannel media capabilities build loyalty with customers to drive competitive advantage and sustained growth for clients. dunnhumby employs over 2,000 experts in offices throughout Europe, Asia, Africa, and the Americas and works with a prestigious group of companies including Tesco, Monoprix, Raley s, Macy's, Coca-Cola, Procter & Gamble, and PepsiCo. GET IN TOUCH Contact us at for tools and insights to make more strategic decisions in assortment, product and stock. 8 Category Management dunnhumby 2015