Introduction to Symphony EYC

Using data & insights to understand, anticipate & serve your customers

© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission

EYC is a leader in customer-centric retailing (CCR)

insights and solutions, enabling revenue growth, for

grocery and drug retailers and CPG suppliers

Our customer-centric retail suite and processes have

enabled our retail partners to grow ID sales by 2%,

by increasing trips and baskets for their best customers,

through effective personalized promotions,

improved price perception and

assortments localized to customer choice

Understand your customer’s behaviour to grow loyalty

HOWto engage

WHOto engage

ENSUREoperational excellence

FACTS™

Engagement

ShopStyles™

Lifestyle & choices

TruPrice™

Quality vs. price sensitivity

Storeclusters

Trip missions

Promotion response & refinement

Customer channel

engagement

Product range &

assortment

Price perception

TOTAL SPENDFREQUENCYHow often they shop

ADVOCATED CATEGORIESHow broadly they shop the store How much they spend

Primary High

Buys full baskets

Primary

Most engaged

Primary Standard

Visits you frequently, buys most categories

High spending

Secondary Grow Frequency

Alternate visits between your stores & competitors

Divides their basket across competitors

Secondary Grow CategoriesSecondary

Medium engaged, an opportunity to grow value

Visits both you and your competitors for grocery needs

Makes a single visit

Tertiary Standard

Makes a targeted visit

Tertiary One Time BuyersTertiary

Least engaged

Visits you rarely and buys only a few categories. Uses competitors for majority of grocery needs

FACTS™

© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission -

High priced

(Top 50% of price points)

Medium priced

(20% - 60% of price points)

Low priced

(Lowest 20% of price points)

Eq

uiv

ali

se

d p

rice

pe

r u

nit

Items can fall into different bandings each week based upon promotional levels each week

Cardholder 1

Cardholder 2

Cardholder 3

Cardholder 4

Cardholder 5

Most Price Driven (PP)

Price Driven (P)

Price/Quality Neutral (N)

Quality Orientated (Q)

Most Quality Orientated (QQ)

High Med Low

Know which items need to be priced competitively -

Key Value Items (KVIs), derived from who reacts to price or quality offers

TruPrice™

© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission -

HEALTHY FOODIES

CONVENIENCE SEEKERS

DIETARY MONITORS

KITCHEN ENTHUSIASTS

WALLET STRETCHERS

ShopStyles™

Meet customer needs through local assortment decisions

Understand how to personalize messaging

Keep it fresh & naturally good

Make it quick & easy

Offer the healthy alternative I want

Provide me with the ingredients I want

Make my budgetgo further

Customized for every retailer

*

*Example


Not all customers are the same. EYC knows how to understand the differences

This customer is splitting her shop with your competitors

Focus on getting her into more categories with cross-promotion, direct marketing, value communication and private brands

This customer is very engaged – using your store for her primary weekly food shop

Retain her and grow total spend by helping her with improved offers, new products and ideas to make cooking for her family easier

Customer A Customer B

Monthly trip frequency

Total spend average

12

$400.51

10

$402.68

For many retailers, these customers look the same:

EYC’s segmentations (customized to a retailer’s business) reveal the differences:

Advocated categories

Engagement

Price Sensitivity

ShopStyles™

81

Primary

Low

Cooking

34

Secondary

High

Convenience

EYC helps you understand who your best customers are, what they care about and how you build long term loyalty with the customers most important to your growth


Customer segmentations can be summarised at a category or store level to differentiate the actions we take

STOREFORMAT

PRODUCT, BRAND OR CATEGORY

ONLINE

Loyalty & retention

Our customer segmentations provide 1 view of the customer and their omni-channel engagement

Shoppingmissions

Points burner

Points saver

Pointschaser

Preferred store

Preferred Media channel

Preferred Shopping channel(online, store, multichannel)

Potential

Retailer brand engagement

Life-stage

Competitor intensity

Customer engagement

Customer needs

Price & promotion preference

Channelpreference

Storepreference

Productengagement

Programme engagement

Basket types

Category needs

Pricesensitivity

Promosensitivity

Couponsensitivity

Lifestyle

Brand share

Geo marketing

Category needs

Privatelabel

FACTSTM

TruPriceTM

ShopStylesTM

EYC’s Customer Centric Retailing (CCR) platform

Aspects™

Change management

Retailer card data

Otherdata

Promo, assortment, shelf data

EYC’s solution architecture

Inventory, supply chain data

Private cloud solution delivery

CMS

Sales, customer, price, promo and assortment dashboards and reports for CM’s

Category Manager’s Suite

Aspects™

Customer insights NPI, switching, promo, price,assortment dashboards for suppliers

Supplier collaboration suite

Anticipate

Promotion evaluation & planning

Promotion Evaluation & optimization

KVIP

Pricing based on KVI and competitor analysis

KVI pricing tools

iAssort / iShelf

Customer-centric Integrated Assortment, Shelf & Space Planning

Assortment & space mgmt. suite

Amplify™

Offer and Campaign Management

Omni-channel CRM

OfferBeam™

Time and location based personalized mobile offers

Mobile CRM

EYC’s integrated CCR suite is focused on achieving 2% ID growth


Loyalty cardprogram

Data model &segmentations

Customerrelationshipmarketing

Operationalcategory

management

Suppliercollaboration

Our expertise


EYC - a leader in big data customer decision solutions for FMCG retailers

Providing customer centric retail solutions since 2003

Part of a $3bn technology group

Working with some of the biggest and best known retailers worldwide

Serve

+68 million households

Process

260 million transactions

Deliver

+870 millionpersonalised offers

Leverage

75 terabytes of data monthly

Each month our platforms…

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?

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Ourclients

GLOBAL RETAILERS

OVER 150 COOPERATIVE FMCG PARTNERS GLOBALLY

http://www.google.co.uk/url?sa=i&source=images&cd=&cad=rja&docid=qsHMpKgutt15lM&tbnid=jEU81nn71iseQM:&ved=0CAgQjRwwAA&url=http://www.aholdusa.com/supplierdiversity/&ei=6XdqUrzgMJCWjALIpYHIDQ&psig=AFQjCNEy5ZMmd2Hi7IwYYeuPGDsPjYOdng&ust=1382795625841645

http://www.google.co.uk/url?sa=i&source=images&cd=&cad=rja&docid=qsHMpKgutt15lM&tbnid=jEU81nn71iseQM:&ved=0CAgQjRwwAA&url=http://www.aholdusa.com/supplierdiversity/&ei=6XdqUrzgMJCWjALIpYHIDQ&psig=AFQjCNEy5ZMmd2Hi7IwYYeuPGDsPjYOdng&ust=1382795625841645


REFERENCES

"EYC has helped us leverage our customer data - tools that help CPGs better partner with us, consulting and expertise on things like targeted marketing, and analytics that give us deeper insight into our customers and our business."

Erik Keptner - Senior Vice President, Marketing & Consumer Insight

"Since engaging with EYC we have found their commitment to serving us with deep level customer analysis has been outstanding. Their bespoke Aspects™ training sessions for our staff were comprehensive & engaging. We are very impressed with their level of professionalism & expertise in their core field of customer insights & also their responsiveness & desire to customise their approaches to our business challenges."

Vyacheslav OgienkoKey Account Manager


Increase profitability by improving the way you engage your customers

Introduction to Symphony EYC

Data & Analytics

Transcript of Introduction to Symphony EYC