1  

Stage II. Store Audit by Category INTEGRATED STORE ASSESSMENT

INDU

STRY

For whom?

•  Monitor progress and evaluate shopper marketing actions

•  Understand shopper behavior and retail dynamics as input for annual plans

INTERESTED IN:

RETA

ILERS

ACCOUNTS LOOKING TO:

•  Evaluate Sales or Merchandising teams

•  Compensate retailers and staff based on quality implementation of actions

•  Actively listen to strategic customers to incorporate their feedback in future activities and increase their loyalty

•  Optimize Trade Marketing spend

•  Evaluate Store’s teams and Category Managers

•  Prepare for negotiation with the Industry

•  Actively listen to store’s teams to incorporate their feedback in future activities and improve their commitment

•  Optimize Store Operation as a main business driver

3 X 1

SHOP

PER

INDUSTRY

CUSTOMER

• How shoppers are buying your offer?

• How is the category doing?

• How is the implementation?

SHOPPER’S PERSPECTIVE INDUSTRY’S EYES

CUSTOMER’S VOICE • Constructive feedback for

improvement

Integrated Store Assessment - Why?

Because: •  In only one exercise you collate relevant insights 360º •  It’s cheaper and faster than do it separately •  It’s a best practice exercise to realize what you should continue and stop doing

Objective

The objective is to identify critical opportunity areas in the way products are sold to shoppers.

•  How shoppers are buying the products? •  Is the retail execution aligned to objectives? •  Are managers and staff engaged with the activity? •  Any suggestion to improve?

INDUSTRY

CUSTOMER

SHOP

PER

ALL IN ONLY ONE SINGLE EXERCISE

Why TMC?

`  

AFFORDABLE INSIGHTS

Because more than just data collectors we are… Trade Marketing EXPERTS •  The  quality  and  seniority  of  our  global  partners  directly  

involved  in  projects  from  the  outset  

•  The  simplicity  of  solu;ons  and  methodologies  provided  by  highly  experienced  professionals  

•  The  highly  compe;;ve  value  equa;on  

•  Customized  support  all  the  way  up  to  implementa;on  •  More  than  18  years  of  experience  in  La;n  America   Let’s see the details

Integrated Store Assessment – Part 1: Shopper’s Perspective

How is the offer presented to Shoppers? Beyond just visual merchandising, how all other stimulus are collaborating to make the shopper experience memorable? SH

OPPE

R

Evaluation criteria: clear KPI’s without space for interpretations and opinions

Pictures & Videos: hidden cameras

Web Platform: permanent access to data, tailored reports and analysis. Export to Excel and PowerPoint

ON SITE T

ELE

PH

ON

E

WEB COMPLAINT MANAGEMENT

Because we were at your side in the past, we understand the relevance of accurate and on time information. We dedicate a lot of time and resources in hiring and training our field work teams. SH

OPPE

R QU

ALIT

Y AS

SURA

NCE •  Shopper Selection

•  Comprehensive selection process based on Shopper profile •  Geographical recruitment based on Client’s brief •  Direct interview with all candidates •  Stage 1: Web based training •  Action Brief: detailed but simple plan •  On going evaluation and coaching •  On going training - certification

•  Internal Management and Coordination •  Store checks – validation

•  Internal Audit of Evaluations •  Evaluation patterns by person •  Provide feedback and suggestions

•  Shopper Training

•  Shopper Scheduling

•  Shop Auditing

•  Shopper Support •  Full time staff as contact point with the Client

Integrated Store Assessment – Part 1: Shopper’s Perspective

Behaviour will be captured in videos to be analysed by our expert team. The SBF is used to detect changes and monitor progress SH

OPPE

R SHOPPER’S BEHAVIOUR FUNNEL (SBF)

ON SITE: SHOPPER BEHAVIOR OBSERVATION

EXPOSITION CONSIDERATION INTERACTION PURCHASE

100% ENTER

38% 19% 16% 15% walk by the category look at the planogram take products from the

shelves # of shoppers… put products on the basket

ANTHROPOLOGICAL ANALYSIS IMAGES & VIDEOS +

Integrated Store Assessment – Part 1: Shopper’s Perspective

We run in-depth analysis of category or store performance to feed your internal strategic discussions of category management IN

DUST

RY

COMMERCIAL •  Analyze sales by store

•  Prices by SKU

•  Identify most popular SKU’s and those with poor performance

•  Calculate Optimal Inventory by SKU

•  Out of stocks

SPACE & COMM •  Total space available for the category

vs. total

•  Primary and Secondary category locations

•  Merchandising execution

•  Product exhibition

•  Optimal number of facings per SKU required

•  Planogram execution

FINANCIALS •  Profit and Loss analysis

•  Break even point per store

•  Maximum Investment per store

•  Return on Investment of Promotions

•  Comparative analysis vs. other stores, channels and regions

SAMPLE OF STORES BY CHANNEL

Integrated Store Assessment – Part 2: Store Evaluation

We listen, consolidate and analyse feedback gathered from customers and staff

CUST

OMER

“Week%end%promo,ons,%Tabloids,%Leaflets,%TV%ads%or%In%store%Gondola%ends%are%

key%for%achieving%targets,%as%these%sales%account%for%30C40%%of%the%

total%monthly%sales”%

“…cheap brands are sometimes half the

price of national brands…Consumers of C and D classes still want to

buy those national brands, there are still a lot of consumers to conquer”

7

“One of the biggest problem in SSD

category is Out Of Stock situation, which

remains above 15%. Obviously the biggest

selling items are less than this, but many SKU’s are at

a 20% OOS level.”

“We know that the promotional pressure is too

high, but if we stop, our competitors will continue…

We would like to change the

mechanisms, like for example we got once a

special pack of CocaCola2L + Fanta 2L but usually we don’t have those special

packs from Coca Cola Bottlers”

•  Qualitative exercise

•  In depth interviews with Owners, Managers and Staff

•  Sample of stores

Integrated Store Assessment – Part 3: Customer Voice

We turn your challenges into solutions

We want to hear about your Biggest Commercial concerns and challenges

so we can prepare a business proposal to quickly revert the situation and accelerate growth!

www.tmcconsultores.com  contacto@tmcconsultores.com