ZOINED RETAIL ANALYTICS. User Guide

Transcription

1 ZOINED RETAIL ANALYTICS User Guide

2 Contents Using the portal New user Profile reports Portal use Dashboard Drilling down into the data Filter options Analytics Managing analysis Saving the analysis Customers Customer Analysis Customer Data Customer Dashboard Customer Segments Basket Distribution Assortment Assortment Analysis Assortment Data Relative Sales Baskets Cross-Sell Sales Trend Product Category Excel 4D: Sales and Margin Organization Organization Analysis Organization Data Sales Patterns Store Excel Sales Person Excel Sales Dashboard Sales Pressure by Hour Store Dashboard Demand & Supply Inventory Product Hierarchy Table Shelf Warmers

3 New user (1/3) New user will get this kind of invite . User can register his/her account by clicking the Confirm your user account button.

4 New user (2/3) Browser opens a sign up page where is the user name. On first time new user must choose a password (min. 8 characters containing also special characters). milla.jarvinen@zoined.com

5 New user (3/3) Portal is accessible at web address: We recommend you to bookmark it or make a shortcut to your desktop.

6 Profile (1/4) Clicking your name will open your profile. Clicking Profile opens your personal profile where you can change your analytics post subscriptions

7 Profile (2/4) New user will be subscribed to a set of reports defined by company Admin user. There is a wide variety of reports and they are sent daily, weekly or monthly and on chain or individual store level. Add Subscription will allow you to manage the reports you want to receive. Default parameters will allow you to change your default stores.

8 Profile > Add Subscription Profile (3/4) In this user guide you can find here the path, where we are moving in the app. The company s Admin user defines the available s either from posts made by Zoined or by creating own reports. As a user you can choose from them the posts that you want. Click on the store, so you can choose the one you want. Tick s you want to receive from this store and click Save.

9 Profile > Default Parameters Profile (4/4) These default values define, from which stores you get the store level reports. If you are responsible for one store, choose that. If you are responsible for multiple stores, choose all of them. The store level reports are sent individually for all stores selected in this default store list. These choices don t limit the visibility in the portal nor in the reports of the whole chain. (+) shows you all stores from which you can choose defaults.

10 reports Graphics in the s are pictures so it is recommended to choose Show always pictures from this sender. Pictures may take a few seconds to load. If you do not want to receive any more s there is an unsubscribe link at the bottom of the . Click Go to Dashboard button to move into more detailed analytics at the web portal.

11 Portal use Retail Analytics portal is split into two different parts: Dashboard and Analytics. Clicking on the logo brings you always to the Dashboard front page. You can analyze and report with your preferred time, organization and product filters in the front page Dashboard. You can use readymade analytical views on the Analytics page. It is also possible to save your own reports for quick access later

12 Dashboard (1/2) Metrics Name is shown on top and small (i) letter gives more detailed description of the metric. Big black number shows value of the metric and below it the change is shown both in percentile and value. Time selection used is shown here. It is shown blue in charts and Compare to time is grey. Show Filters User can change Dashboard filters and add/remove metrics and charts. In Charts you can drill down into lower level detail by clicking the bar in chart. (e.g. from weekly to daily values)

13 Dashboard (2/2) By clicking on the arrow of the metrics you open a chart where you get more specific data. View report button lets you to examine the data more on the Analytics side. You can choose the metrics you want to the chart from this list of options. The Back-button takes you back to the previous view. When you have your cursor over the graph you can see the specific data. By clicking the bar you can drill down into the data.

14 Drilling down into the data The size of the hierarchy tree is determined by the customer s own data and the amount of the levels is not limited. The hierarchy tree doesn t include the attribute level, in other words the features of the product (color, size). When you drill down into the graphs by clicking the chart complies with this hierarchy: Category Category Subcategory Product EAN code Organization Area (Channel) Store Sales Person Time Year (Quarter) Month (Week) Day Hour

15 Filter options (1/6) New analysis is built with filtering options. You can access filters with Show Filters button.

16 Filter options (2/6) There are three different kind of controls: 1. Time and Compare to 2. Metrics and Charts 3. Filters (only selected stores, products etc.)

17 Dashboard > Show Filters Filter options (3/6) You define in this dark background filter menu what data you want to analyze. Time period and related comparison options are selected from drop down menus for Time and Compare to (-) button selects everything from the data except selected choices (Red choices). When you have your cursor on a selection, clicking (x) on top right corner will remove the selected value / object You can quickly grey out a blue or red selection with one click so that the filter will be temporarily excluded from the analysis. (+) button allows you to add one or more filters (Blue choices). Remember to click Refresh button to activate all choices!

18 Dashboard > Show Filters Filter options (4/6) Red selections are excluding data selections (exclude from results). Grey selections are ignored (data values available for quick filter selection later). Blue selections are active data selections (filters). You can save any report as PDF by clicking the button in top right corner.

19 Dashboard > Show Filters Filter options (5/6) In this example the selections are: Rolling 4 full weeks data compared to previous year corresponding 4 Metrics and 1 Chart selected to Dashboard NO ecommerce channel data Data for stores London and New York only

20 Dashboard > Show Filters Filter options (6/6) Applied filters remain visible here after using the Hide Filters option.

21 Analytics Analytics page contains a wide variety of predefined reports to tackle different business analysis requirements. They are arranged under four different categories: Customers Assortment Organization Demand & Supply You can find the ready made analytics reports behind dropdown menus.

22 Analytics > Customers > Customer Analysis Managing analysis Analysis is managed in filter part - you find the instructions here > In analysis you have one more filter choice: Grouping (by organization, product category, supplier, time etc.) You can use Budget as a Compare to criteria only in the "Organization Analysis" and "Organization Data" reports. Other reports will not work because sales budgets are not allocated e.g. to product category level. Save your filters as your own report with Save as button.

23 Saving the analysis (1/2) 2) Pop-up window opens where you can give descriptive name to your report. 1) Save your filters as your own report with Save as button.

24 Saving the analysis (2/2) Reports you have saved are listed in the Analytics page under My Reports. Also your company s Admin user can see your reports. Note that report only saves selected filters. For example if you have selected Yesterday then report will be updated every time to show the latest yesterday's data. If you want to use absolute dates use Custom Period. Your company s Admin user can make reports which are available to all users in the company/chain.

25 Analytics > Customers > Customer Analysis Customer Analysis This report is available for those companies that identify their customers. This analysis enables a user to analyze their customers from various different perspectives. You can for example compare the purchases of the selected store s identified customers to the corresponding situation year ago. You can use this analysis for many different cases by changing the Grouping. Select Store for analysis. Grouping selection defines what is shown on x-axis ie what perspective is taken. Select the Compare to criteria you want. Some reports have also possibility to get data out in Excel format for further editing. The filter values are listed on the first sheet of the Excel and the actual raw data on the following sheets.

26 Analytics > Customers > Customer Data Customer Data This report is available for those companies that identify their customers. With this report you can pick and analyze your identified customers. In this example we have picked the addresses from all the customers who have bought children shoes in the last 12 months. The Sort by option defines whether the table is sorted by the first grouping value or metrics value. By changing the order of the values by hand you can affect the sorting of the table. You can get the data out in Excel format for further editing. Note: The customer ID -1 (Customer missing) means, that this group consists of all the unidentified customers. They have been filtered so that they won t distort the statistics.

27 Analytics > Customers > Customer Dashboard Customer Dashboard This report is available for those companies that identify their customers. With this report you can compare the purchasing behavior between identified and unidentified customers. The blue bar presents the title of the chart, here it presents the number of identified customers. You can filter the data by for example organization, products or suppliers as in other analysis too. The yellow line presents the identified customers s percentage of all customers, in this chart you can see the share in customer amounts. You should pay interest in the distorting effect of for example internal transfers and the own purchases of the staff, if they are directed to certain customer ID. You can also survey them as their own analysis.

28 Analytics > Customers > Customer Segments Customer Segments This report is available for those companies that identify their customers. Customers are divided to max 10 different segments. One segment contains those identified customers whose baskets include the same kind of products. The dividing to segments is based on the identified customers all time buying behavior regardless of the chosen time limits. Segments are named after the category that the segment buys most. When you click on a segment, you define the graphs and the table below to cover only the data of that segment. This first graph shows, how much money each segment has used (the bar) and how many identified customers the segment includes (the line). The two graphs below are sort by product categories and weeks to show how the sales and the identified customers act. The customers in the selected segment and their purchases are listed in the table below the graphs.

29 Analytics > Customers > Basket Distribution Basket Distribution This analysis enables visual investigation on how customer purchases are distributed to different times during stores opening hours and how purchase sizes vary during different times. You can change the grouping to different levels in the company according to your viewpoint. It is possible to check an individual receipt content by placing the mouse cursor on top of an individual purchase "spot" in the chart (or by clicking the spot when using a touchscreen). In this example we are comparing the sales persons sales yesterday.

30 Analytics > Assortment > Assortment Analysis Assortment Analysis With this report you can analyze your assortment from different perspectives. Find out for example which categories are being sold most in different stores or by different sales persons. You can use this analysis for many different cases by changing the Grouping. Choose a certain store or sales person to see what categories they are selling the most.

31 Analytics > Assortment > Assortment Data Assortment Data With this report you can survey your product categories. Choose the metrics you are interested in and export the data to Excel for further analysis. The Sort by option defines whether the table is sorted by the first grouping value or metrics value. By changing the order of the values by hand you can affect the sorting of the table.

32 Analytics > Assortment > Relative Sales Relative Sales This analysis is designed to support Assortment optimization decisions such as removing badly selling products aka long tails. Often the top 20 % of the products brings 80 % of the sales. Select proper investigation perspective from the Grouping. Chart shows cumulative sales in selected period. In this chart only the top 6 categories are increasing sales significantly. The most selling products. By removing the shelf warmer products you can free shelf space for better selling products.

33 Analytics > Assortment > Baskets Cross-Sell Baskets Cross-Sell (1/3) This report makes it possible to investigate what products are sold together at the same time. The report shows the cross-sell between the chosen grouping selection and one product, category or other selection. You can choose also other filters to the report, but you should first make sure that you can manage the basic features of this analysis. Cross-sell can be analysed from product, category, subcategory or supplier Results grouping. can be sorted Most with sold product different is selected criteria by such default as if nothing Sales else (vat) is or selected. number of pcs sold. You can sort the results by different criteria.

34 Analytics > Assortment > Baskets Cross-Sell Baskets Cross-Sell (2/3) Grouping defines, on what level the cross-sell is presented (x-axis). Choose the product, category, sales person or other selection, which cross-sell you want to analyze. Most sold product is selected by default if nothing else is selected. You can choose wanted viewpoint with metric (y-axis). The grey line tells the percentage, how often the product is sold together with the selection. In this example 59 % of the sales of Grey Mouser has happened in the same purchase with children outdoor product. The blue bar tells the value of the sales of the product when it s sold together with the selection (in this example with children outdoor product). You can also choose other filters.

35 Analytics > Assortment > Baskets Cross-Sell Baskets Cross-Sell (3/3) The first row of the table tells the total value of the selection (in this example the total sales of the children outdoor category). Basket Sales and Sales (pcs) in same basket tell how much/many sales of the row s product have been made in same purchase with the selection (children outdoor product). The last column tells the average basket value of the purchases including both the row s product and the selection (children outdoor product. Avg unit sales price and Total Sales tell about the row s product. Grouping defines, on what level the cross-sell is presented. Basket Sales % tells, how many percent of the row s products sales are done together with the selection (children outdoor product).

36 Analytics > Assortment > Sales Trend Sales Trend Sales Trend report visualizes the greatest percentage (%) changes in both positive and negative direction. Note that chart shows %- changes. Monetary changes can be viewed by mouseover / clicking on a specific bar. Change perspective from Grouping. In this case Supplier is selected. The default view shows the biggest relevant changes. The smallest monetary values are excluded because their %- changes might be big but usually irrelevant for the business. If you want to investigate all changes click All button.

37 Analytics > Assortment > Product Category Excel Product Category Excel Allows you to pull categorized sales values sorted by product hierarchy to Excel for further analysis. Select one or more Metrics and grouping level you want and time period you want. Click Refresh. And then you can download the Excel file. Depending on your browser settings either file download to your download folder or Excel will open in browser.

38 Analytics > Assortment > 4D: Sales and Margin 4D: Sales and Margin 4D refers to four available dimensions that make it possible to analyze in same chart sales, sales margin -% and a selected third metric and a fourth selected perspective. The example illustrates the performance of the Helsinki store s sales persons. Y-Axis is always Sales Margin %. The perspective can be easily changed. Grouping defines what is analyzed. The size of the bubble shows the amount of sales. Selected metric is in X-Axis.

39 Analytics > Organization > Organization Analysis Organization Analysis Analyze your stores from different perspectives. Find out which stores are selling most of certain categories or for example a certain product. You can use this analysis for many different cases by changing the Grouping. 2) If you use Budget as a Compare to criteria, you will need to select a monthly level time frame such as Last Month. Grouping options available are "Year", "Month" or "Store". Please note that other filters will not work with budget because sales budgets are not allocated e.g. to product category level. 1) Choose a certain category or product to see in which stores they are being sold the most.

40 Analytics > Organization > Organization Data Organization Data With this report you can find out for example how your sales persons through the organization are performing compared to last month on different meters. Choose the metrics you are interested in and export the data to Excel for further analysis. The Sort by option defines whether the table is sorted by the first grouping value or metrics value. By changing the order of the values by hand you can affect the sorting of the table. If you use Budget as a Compare to criteria, you will need to select a monthly level time frame such as Last Month. Grouping options available are "Year", "Month" or "Store". Please note that other filters will not work with budget because sales budgets are not allocated e.g. to product category level.

41 Analytics > Organization > Sales Patterns Sales Patterns Sales Patterns describes how sales are divided within a day in three different time periods: Morning 0h 12h Afternoon 12h-16h Evening 16h -24h Default blue bar is showing last 7 days and default compare (grey bar) is showing last 8 weeks average.

42 Analytics > Organization > Store Excel Store Excel This report allows you to pull sales values by store to Excel for further analysis. Select one or more Metrics and the grouping level and time period you want. Click Refresh. Like-for-like (LFL) comparison includes only those stores who have sales in both selected and compare to period. In case store is opened or closed in the middle of period it is included if ratio is >0.7. For example if user is comparing 1/2014 and 1/2013 and store is closed in the middle of January ratio being ca 0.5, it is not included in LFL-analytics. Evaluation is done based on selected time grouping. For example: if comparing 1st Dec 2013 to 31 Jan 2014 to previous Year on a Monthly Grouping then the store is included in December but not in January grouping. And then you can download the Excel file. Depending on your browser settings either file download to your download folder or Excel will open in browser.

43 Analytics > Organization > Sales Person Excel Sales Person Excel Allows you to pull sales values by Sales Person to Excel for further analysis. Select one or more Metrics and grouping level you want and time period you want. Click Refresh. And then you can download the Excel file. Depending on your browser settings either file download to your download folder or Excel will open in browser.

44 Analytics > Organization > Sales Dashboard Sales Dashboard Sales Dashboard allows to compare stores and sales personnel performance using different metrics in a single dashboard view. It makes possible to quickly see different organization units (channels, stores, sales personnel) key performance indicators. You can change the analysis perspective from Grouping filter. You can drill down to each chart by clicking the chart bar.

45 Analytics > Organization > Sales Pressure by Hour Sales Pressure by Hour Sales pressure shows how your sales are split on hourly level on different weekdays. You can do advanced analytics by filtering e.g. only to certain Category value to see how a specific category sales varies on different days / hourly level. On Mondays childrens shoes are sold best at 6-7 PM. On Mondays women shoes are sold best at AM and 5-6 PM.

46 Analytics > Organization > Store Dashboard Store Dashboard The report enables the comparison of one store against the whole chain average performance. You can for example compare your store's sales in most sold categories against the corresponding average sales of those same categories on chain level. Choose Select a single store. store. Chain average Chain average is is default selection. selected by default.

47 Analytics > Demand & Supply > Inventory Inventory Report makes it possible to investigate basic inventory metrics Inventory amount (pcs) Inventory Value Inventory Turnover Days of Supply You can choose the metric shown on y-axis. You can choose what is shown on x-axis by grouping. Days of Supply is a metric that tells how many days inventory would last if every day sales would be same as last grouped period. Inventory Value is calculated as average value of the selected grouping (in other words week grouping will create 7 days average excluding zero days that have no value). This average and value of goods will then be used to calculate scaled Days of Supply: Days of Supply = 365 / (Inventory Value / Avg of Inventory Value) * (365 / no of days in grouping) Note that Days of supply here is calculated from prices and values not pcs. Days of Supply is more accurate with longer periods as outlier sales spikes are smoothed.

48 Analytics > Demand & Supply > Product Hierarchy Table Product Hierarchy Table This report enables analysis of selected metrics in context of product hierarchy and another selected dimension (e.g. product categories sales per store in a crosstab). Hierarchy grouping shows in higher level summed numbers of the whole category and in lower level sub category numbers separately.

49 Analytics > Demand & Supply > Shelf Warmers Shelf Warmers Report lists the slowest moving products with inventory in the end of selected time period. The results are easy to filter to only show e.g. slow moving products by a specific store, product category or supplier. Available for customers with inventory data available in Zoined service.