WELCOME. Paul Bailey, IQFM Ackermann

Transcription

1 WELCOME Paul Bailey, IQFM Ackermann

2 WELCOME IQFM sales & marketing company 18 years on the Polish market it s all about sales DATLINQ Dutch sales improvement company Data driven to boost your business 14 years on international markets

3 OBJECTIVES OF THE EVENT? INTRODUCTION COMMUNITY DATABASE POLAND FEATURES & BENEFITS LAUNCH Q4 2014

4 DEFINITION OF COMMUNITY NETWORK OF PEOPLE WITH ONE COMMON AGENDA OR INTEREST WHO COLLABORATE BY SHARING NON COMPETITIVE INFORMATION AND OTHER RESOURCES

5 WHY THIS EVENT? J. BEDE EDGERTON 1936 THE ETERNAL QUESTION IT CAN T BE BOUGHT IF IT ISN T THERE EXACTLY WHERE IS THERE? Go to market

6 WHY THIS EVENT? IQFM 18 YEARS IN POLAND, THE FACTS: Market is very fragmented Hundreds of thousands of sales points in Poland You only need to visit the biggest shops in your category A good database is very labour intensive to build and expensive to maintain alone And all of the above creates issues when looking to create even a nearly perfect (complete and always up-to-date) database

7 WHY THIS EVENT? And all of the above creates issues when looking to create even a nearly perfect (complete and always upto-date) database THE COMMUNITY DATABASE: solves these problems delivers a cost-effective way to boost your business giving you new perspectives on where you need to be in order to maximise your distribution and sales

8 IQFM SERVICES: IT S ALL ABOUT SALES

9 DATLINQ SERVICES 1 2 We create transparency and provide up-to-date and enriched points of sale. Classification of outlet potential on shopper, wholesaler and its surrounding. Optimize the execution of sales drives.

10 DATLINQ SERVICES 3 4 Salesmapp is the innovative sales tool for food professionals. Bringing more results faster. Stand alone or connected to CRM. Supports operational and strategic decision making. Insights in distribution and market shares outside Nielsen scope.

11 TODAY S SPEAKERS SLAWEK SETTING THE SCENE/RETAIL IN POLAND ADAM THE UNILEVER EXPERIENCE WITH DATLINQ MARCO DATLINQ/ BOOSTING YOUR BUSINESS ANGELO THE OFFER/SOME SPECIFICS

12 THE AGENDA 16:30 BREAK 18:15 SKY CLUB FOOD AND DRINKS

13 DYNAMICZNY RYNEK HANDLU DETALICZNEGO I HORECA W POLSCE Sławomir Hybsz, IQFM Ackermann

14 bln. euro In 90 s retail market forecasts were straightforward 82% discounts SM HM 18% Poland supposed to follow West Europe scenario: strongly consolidated market with significant share of Modern Trade Convenience store channel Traditional Trade independent stores appx POS 0 MT TT GERMANY, 2012 Source: Euromonitor International, FAS

15 discounts SM HM Small TT stores bln. pln bln. euro Retail market evolution: Polish way above 95% % % 78% 41% 59% 58% 42% discounts SM HM 18% 0 early 90 s late 90 s 2004 convinience MT TT MT TT Source: Euromonitor International, FAS

16 discounts SM HM Small TT stores bln. pln Retail market evolution: Polish way % % There are appx TT POS in Poland, 17% of them are convenience chain stores (mostly franchising) 58% % 42% 60 22% 30 convinience 0 late 90 s 2004 MT TT 2014 Source: Euromonitor International, FAS

17 Changing shoppers habits help independent traditional stores to keep their strong position Polish shoppers visit small traditional stores often: over 90% do shopping in small TT stores over 40% do shopping every day SHOPPERS: Proportion of men doing shopping growths - from12% (2006) to 25% (2013) Shoppers like to visit their small stores behind the coner They expect more and more from retailer always fresh products and wide choice of goods SHOPPERS: They are aware of healthy, eco and organic food, they read labels, ingredients, pay attention to package and this is a point where small independent stores could meet expectations faster and in more effective way Źródło: AC Nielsen

18 Trends: retail market doesn t give up easily QUALITY and MODERNISATION a new way of small independent shop s development LOCATION - becomes one of the most important success factors for rich and in high esteem comfort society a great chance for Traditional Trade retailers NEW SHOPPER - demanding and non-loyal customers, who are ready to pay more for quality and comfort shopping expirience

19 Number of points HoReCa: solid gradual growth + economic fluctuations almost points, 23% of them are seasonal Total turnover 23 bln. zl COFFEE SHOPS & PUBS: max. fluctuation 7% RESTAURANTS: the most sensitive for economic situation max. fluctuation -14% PIZZERIAS progrnoza 2016 Source: Euromonitor, Rynek Gastronomiczny w Polsce 2013

20 Number of points Solid and gradual organic market growth There is a huge fragmentation and diversity of the market. E.g.: Number of pubs 2012 to 2013 increased +7%, but turnover of the segment decreased - 2,5%!! 10% of gastronomic points opened in 2013 started to run business in Quality approach value of market is increasing faster than number of points 25 bln 22 bln 23 bln HORECA TURNOVER COFFEE SHOPS & PUBS FAST FOODS RESTAURANTS PIZZERIAS progrnoza 2016

21 HoReCa trends: looking for new opportunities INCREASING EXPENSES in HoReCa segment - right now Polish consumers spends only 5% of the food budget for eating out QUALITY MATTERS numer of premium and luxury gastronomic points will increase faster than others restaurants, pubs, night clubs, coffee shops FAST DEVELOPING HoReCa DISRIBUTION SEGMENT - specialized expert suppliers will get strong position

22 2 milestones to understand retail and HoReCa market today: The Only Thing That Is Constant Is Change Heraclitus Who Hits First Hits Twice Art Of War, San Tzu

23 CONCLUSION BE IN TIME BE ON TIME BE AHEAD OF TIME

24 BOOSTING ICE CREAM BUSINESS WITH THE RIGHT DATA Adam Wawrzyński, Unilever Polska

25 Unilever Poland Business Model Activities focussed on distribution, visibility or activation to increase sales and consumption

26 Unilever Poland Business Model The right location? perfect location Are we there? perfect distribution Rotation trigger perfect activation Sales, Marketing, Business Insights

27 Unilever Poland Business issue which area s to focus on with the most consumers and which locations to visit with sales that can sell ice

28 Unilever Poland Business Issue The right location? perfect location Are we there? perfect distribution Rotation trigger perfect activation Requirement: Consumer traffic information Outlet information Sales and Marketing efforts

29 Unilever Poland Business issue Our business goals: Create more distribution at the best locations (POS) Create perfect stores and sell more ice! Manage investments of freezers Issue: Sales is often in the wrong places (not enough potential for ice) Sales just start in cities to find new prospects (time consuming) No up to date database in Poland, only wholesaler data The mission: Create more effective resource allocation in sales and marketing with good POS and shopper information

30 Unilever Poland Business issue Objective: Develop capability to steer WHERE to be & HOW to play FROM CLUELESS TO ACTIONABLE INSIGHTS

31 Unilever Poland Datlinq project approach Database build up Step 1 Complete, clean and add POS to own database Sales Area Potential Step 2: Focus on the right area based on shopper traffic Perfect Store Management Step 3: Convert and win

32 Step 1. Database Buildup How to connect your brand efficient with over 500 million consumers in Europe. Only in the top 20 cities live over 40 million inhabitants. In Poland 10 cities = ca 6,3 million consumers Datlinq has the competence to build databases of retail and out of home locations on demand.

33 Step 1. Database Build up Sources (wholesaler data, Unilever Database, Datlinq Database) Start auto match and clean Enrich address (GEO, POI, Name, Street,) Checked address with ID and added value data

34 Step 2. Focus on the right area heatmaps of consumer flows (calculated with POS/POI location info)

35 Step 2. Focus on the right POS You can overlay UL POS, all POS, etc.

36 Unilever Poland Surrounding impact 36

37 Unilever Poland Next step Database build up Sales Area Potential Perfect Store Management Step 1 Complete & maintain Continues Database maintenance Step 2: Focus on the right area Step 3: Convert and win Only a community can maintain an up to date Database for the Traditional Trade & Modern independent trade

38 BREAK

39 COMMUNITY DATABASE Marco van den Ouden, Datlinq International

40 GO TO MARKET STRATEGY Where and how to connect your brand with over 500 million consumers in Europe. Only in the top 20 cities live over 40 million inhabitants. In Foodservice and Retail we recognize over 15 million locations across Europe.

41 GO TO MARKET IN POLAND In Poland the top 10 cities have over 3,7 million shoppers. If your product is not in the right location you cannot sell. How do you keep track of locations on- and off premise?

42 WHERE IS THE SHOPPER/CONSUMER?

43 THE MARKET IS DYNAMIC

44 MISSION IMPOSSIBLE ON YOUR OWN? 1. Companies try to maintain a database on their own 2. Changes in the market go to fast 3. Field sales force is too small to maintain all locations in the market 4. Wholesaler data, if available, is difficult to match and not complete 5. Cleaning, matching data is not the core competence of your business

45 AMBITION IN POLAND MARKET TRANSPARENCY

46 SUPPORT YOU WHERE TO SELL Location, location, location MODERN TRADE TRADITIONAL TRADE HORECA

47 WHAT IS A COMMUNITY DATABASE?

48 Non Competitive Information WHAT IS A COMMUNITY DATABASE? On and offline Sources QAS control Demographics Characteristics External & Telesales & marketing Chamber of Commerce Users Datlinq Public Database X,Y coordinates Public Database: Insight in relevant Foodservice & Retail outlets Private Database: Fully protected databases Private Database Private Database Private Database Private Database

49 ADVANTAGES OF A COMMUNITY DATABASE 1. Up to date location information 2. Enriched data (POI data) 3. Clear segmentation to create your own channels 4. More sales time, more sales focus 5. Balance of power (less dependent on wholesalers) 6. Lowering costs of maintaining databases 7. Manage investments and risks (e.g. coolers) 8. Increasing efficiency of sales visits

50 CLEAR POS SEGMENTATION

51 IT IS NOT A REVOLUTION, WE SHARE ALL THE TIME

52 HOW DOES MAINTENANCE WORK Datlinq Sources (online, official sources) Community & wholesaler data Datlinq Call Centre checks & managing returned mail IQFM Data gathering, external field sales, store checks From perspective of time,money and competences, few companies want to make database activity a core competence

53 DATA QUALITY LEVELS Sources (official sources, online sites, calling, customer community, users, collecting) Start auto match your data Correct address (QAS, Name, Street, Chamber of Commerce) Add info (Segment, Geo, Chains, Surrounding info) Call location (Brands, Wholesaler, Other outlet data) Visit location (Visual Check of outlet data and photo) Checked address with ID and added value data From perspective of time,money and competences, few companies want to make database activity a core competence

54 COMPANIES THAT JOINED IN GERMANY, FRANCE, NETHERLANDS AND BELGIUM Over 100 European A brand manufacturers and wholesalers have joined our community.

55 RED BULL

56 HOW TO DRIVE BUSINESS WITH THE RIGHT LOCATION INFO The right locations to visit The right channel proposition The right execution Focussed visits: e.g. independent shops or franchise stores vs head office approach Focussed products: e.g. which products and brands are relevant for which POS. Focussed activation: e.g. grab the potential in the POS step by step by activities that fill the POS potential.

57 HOW TO DRIVE BUSINESS WITH THE RIGHT LOCATION INFO The right locations to visit The right channel proposition The right execution Driven by: Location strategy on: Outlet type Target group Brand occasion Size (potential) Driven by: Visibility & Activation - volume/value deals - displays - pos material - signing - coolers THE FUNDAMENT

58 HOW TO DRIVE BUSINESS WITH THE RIGHT LOCATION INFO The right locations to visit The right channel proposition The right execution Driven by: Location strategy on: Outlet type Target group Brand occasion Size (potential) Driven by: Visibility & Activation - volume/value deals - displays - pos material - signing - coolers

59 RED BULL DUTCH MOVIE

60 RED BULL NEW TOOL

61 COCA COLA

62 MODELLING POTENTIAL OF OUTLETS Method: Classify retail outlets by using all available data of both Datlinq and CCE regarding the relevant outlets to explain volume potential. Finding critical success factors to explain potential volume segment choice outlet data surroundings Choice in main activities e.g. traditional, modern trade or foodservice Standard and non standard data. Brand usage, wholesale volumes. Radius analysis on same outlets, other type of outlets, type of area, street score, etc.

63 OPTIMISING SALES Cash register cooler Sandwich deal promo Signing in place +A% +B% +C% Display in the store +D% +E% Category Shelf plan in place +E% 63

64 DISTRIBUTION DEVELOPMENTS IN CCE CHANNELS

65 DISTRIBUTION OR MARKETING ELEMENT CHECK

66 DATA GATHERING ON THE STREET Data collection of outlet details (segmentation, brands, etc.) Valuable data Collected by boots on the ground teams Addresses

67 DATLINQ DREAM Our ambition is to increase your sales and that of your customers in the most efficient and effective way. We do this by providing innovative sales tools that include POS data that is up to date, enriched and easy accessible

68 THE POLISH COMMUNITY DATABASE Angelo Pressello, Datlinq Poland

69 AMBITION IN POLAND FOR A COMMUNITY DATABASE MARKET TRANSPARENCY

70 WRAP UP - More grip on the dynamic retail and Horeca market needed for growing and controlling business - A database is old the next day, do not miss out on business opportunities (lost sales value) 70

71 WRAP UP - Competences and technology to maintain market covering databases demand special competences - Sharing non competative information is cost effective - The potential of a good database will provide the return for the investment 71

72 YOU WILL GET What is our offer: 1) We offer to build and maintain a community database 2) Non competitive outlet/pos information in Poland 3) Maintained based on technology of Datlinq 4) Input of Polish locations by Datlinq 5) Enriched with surrounding data (POI)* 6) Enriched with segmentation 7) Quality support by visual checks by IQFM 8) Focus on food retail and Horeca 9) Online access, search and export* *only free of charge for founding partners

73 OFFER 1) Input of current data in your company 2) Non competitive NAWT of sales/wholesaler 3) 2 year contract with Datlinq Poland 4) Fee of PLN per month 5) Depending on # of companies + contract duration 6) After year two tariff prices apply 7) Pay per use 1-2 PLN per year per address

74 INTERNATIONAL COMMUNITY MEMBERS Over 100 European A brand manufacturers and wholesalers have joined our community.

75 JOIN US

76 QUESTIONS AND DISCUSSION

77 SKY CLUB FOOD AND DRINKS