WELCOME Paul Bailey, IQFM Ackermann
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
OBJECTIVES OF THE EVENT? INTRODUCTION COMMUNITY DATABASE POLAND FEATURES & BENEFITS LAUNCH Q4 2014
DEFINITION OF COMMUNITY NETWORK OF PEOPLE WITH ONE COMMON AGENDA OR INTEREST WHO COLLABORATE BY SHARING NON COMPETITIVE INFORMATION AND OTHER RESOURCES
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
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
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
IQFM SERVICES: IT S ALL ABOUT SALES
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.
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.
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
THE AGENDA 16:30 BREAK 18:15 SKY CLUB FOOD AND DRINKS
DYNAMICZNY RYNEK HANDLU DETALICZNEGO I HORECA W POLSCE Sławomir Hybsz, IQFM Ackermann
bln. euro In 90 s retail market forecasts were straightforward 82% 140 120 100 80 60 40 20 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. 50.000 POS 0 MT TT GERMANY, 2012 Source: Euromonitor International, FAS
discounts SM HM Small TT stores bln. pln bln. euro Retail market evolution: Polish way above 95% 150 140 82% 120 90 60 30 22% 78% 41% 59% 58% 42% 120 100 80 60 40 20 discounts SM HM 18% 0 early 90 s late 90 s 2004 convinience MT TT 2014 0 MT TT Source: Euromonitor International, FAS
discounts SM HM Small TT stores bln. pln Retail market evolution: Polish way 150 120 90 250.000 210.000 78% 180.000 175.000 59% There are appx. 140.000 TT POS in Poland, 17% of them are convenience chain stores (mostly franchising) 58% 140.000 115.000 41% 42% 60 22% 30 convinience 0 late 90 s 2004 MT TT 2014 Source: Euromonitor International, FAS
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
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
Number of points 0 10000 20000 HoReCa: solid gradual growth + economic fluctuations almost 70 000 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 2008 2009 2010 2011 2012 2013 progrnoza 2016 Source: Euromonitor, Rynek Gastronomiczny w Polsce 2013
Number of points 0 10000 20000 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 2012-2013 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 2008 2009 2010 2011 2012 2013 progrnoza 2016
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
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
CONCLUSION BE IN TIME BE ON TIME BE AHEAD OF TIME
BOOSTING ICE CREAM BUSINESS WITH THE RIGHT DATA Adam Wawrzyński, Unilever Polska
Unilever Poland Business Model Activities focussed on distribution, visibility or activation to increase sales and consumption
Unilever Poland Business Model The right location? perfect location Are we there? perfect distribution Rotation trigger perfect activation Sales, Marketing, Business Insights
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
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
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
Unilever Poland Business issue Objective: Develop capability to steer WHERE to be & HOW to play FROM CLUELESS TO ACTIONABLE INSIGHTS
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
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.
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
Step 2. Focus on the right area heatmaps of consumer flows (calculated with POS/POI location info)
Step 2. Focus on the right POS You can overlay UL POS, all POS, etc.
Unilever Poland Surrounding impact 36
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
BREAK
COMMUNITY DATABASE Marco van den Ouden, Datlinq International
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.
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?
WHERE IS THE SHOPPER/CONSUMER?
THE MARKET IS DYNAMIC
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
AMBITION IN POLAND MARKET TRANSPARENCY
SUPPORT YOU WHERE TO SELL Location, location, location MODERN TRADE TRADITIONAL TRADE HORECA
WHAT IS A COMMUNITY DATABASE?
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
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
CLEAR POS SEGMENTATION
IT IS NOT A REVOLUTION, WE SHARE ALL THE TIME
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
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
COMPANIES THAT JOINED IN GERMANY, FRANCE, NETHERLANDS AND BELGIUM Over 100 European A brand manufacturers and wholesalers have joined our community.
RED BULL
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.
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
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
RED BULL DUTCH MOVIE
RED BULL NEW TOOL
COCA COLA
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.
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
DISTRIBUTION DEVELOPMENTS IN CCE CHANNELS
DISTRIBUTION OR MARKETING ELEMENT CHECK
DATA GATHERING ON THE STREET Data collection of outlet details (segmentation, brands, etc.) Valuable data Collected by boots on the ground teams Addresses
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
THE POLISH COMMUNITY DATABASE Angelo Pressello, Datlinq Poland
AMBITION IN POLAND FOR A COMMUNITY DATABASE MARKET TRANSPARENCY
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
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
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 70.000 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
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 6.000-8.000 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
INTERNATIONAL COMMUNITY MEMBERS Over 100 European A brand manufacturers and wholesalers have joined our community.
JOIN US
QUESTIONS AND DISCUSSION
SKY CLUB FOOD AND DRINKS