Docstoc
EXCLUSIVE OFFER FOR DOCSTOC USERS
Try the all-new QuickBooks Online for FREE.  No credit card required.

Step into Tomorrow

Document Sample
Step into Tomorrow Powered By Docstoc
					      Step into the Future
 The use of POS Data, Retail Panel Data and
Customer Research with Methods of CRM as
      Advanced Category Management
On Focus




           2
Category Management
The Metro CM-Business-Process is based on the
well known ECR Category Management approach

                   1. Category Definition
                   2. Category Role
       8. Review



                   3. Category Assessment
                   4. Category Target
                   5. Category Strategy
                   6. Category Tactics
                   7. Plan Implementation

                                                3
  From Project to Process

Start Project Henkel / Metro C&C

   Generating the Metro CM approach
   Fixing the Metro Scorecard

      Start of the Category Management process
      Monitoring all relevant market information

         Start annual of the assortment optimisation
         and trade advertising planning

 1998            1999              2000       2001


                                                       4
Data Flow Metro




   Check Out       Data Ware House




  Service Centre    EDI Message


                                     5
Data Flow Henkel




    EDI Message      Category Partner




     Plausibility   Henkel Data Ware
       Check             House

                                        6
                             Sales / Price Monitor

                                                                         Price
Sales / Thousand units




                                                                                             Price / Euro
                                                                         Sales




                         1   5   9   13 17 21 25 29 33 37 41 45 49   1    5   9   13 17 21
                                                     Weeks
                                                                                               7
                    Launch Control




                                                                             Average Sales Selling Stores
                                                       Average Sales
Number of Stores




                                         Stores with stocks




                                                        Stores selling




                   35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 1
                                            Weeks
                                                                             8
Metro Scorecard




                  POS Data



                             9
Metro Cross Category Matrix




                POS Data


                              10
Project Group For the Case




                             11
Market Sales Development Softener
                   100               99
                                                    93      93



                                                                 Metro C&C
                C&C Channel




                                              C&C Channel
 Total Market




                              Total Market                       and its
                                                                 competitors
                                                                 lost sales in
                                                                 2000

          1999 = 100                         2000

                                                                                 12
            Category Management Tactics

             1. Category Definition
             2. Category Role
             3. Category Assessment
8. Review




             4. Category Target
                                      Efficient Assortment
             5. Category Strategy
             6. Category Tactics      Efficient Pricing
             7. Plan Implementation
                                      Efficient Promotion

                                      Efficient Placement

                                                             13
Professionals’ Expectation



   What does the typical customer
    of Metro Cash & Carry expect
       from the presentation of
   goods within a Cash & Carry?




                                    14
Professionals’ Behaviour

 planned            = with shopping list

 targeted           = „highly experienced“

 time pressure      = working time

 hardly any room for spontaneous decisions

 Shelf re-ordering / re-modelling
 causes irritation and „delay“      = dislikes



                                                 15
Re-building Test Market Aachen




                                 16
Annual Sales Household Care
                    Test Market   Reference 1   Reference 2
                     Index          Index         Index

Floor Care             102            89            99
Metal Care             118            85            94
Green Soap              99            89            91
Kitchen Cleaner        100            98            91
Oven Cleaner           114            97           111
Shoe Polish            111            99            73
Furniture Care         124           117           100
Descaler               109           102           106
Carpet Care            112            98           103
Synthetic Cleaner       96            92           100

Household Care         106            94            95

                                                              17
        Weekly Sales Softener Aachen

                      Rebuilding




                                                                                           Promotional Sales
                                                                                           Regular Sales

1   3    5   7   9   11   13   15   17   19   21   23   25   27   29   31   33   35   37   39   41   43   45   47   49   51


                                                                                                                         18
Annual Sales Softener Test Market

                                      Sales

                                   Share   Index


  Total Fabric Finisher            100 %      110


 Small         =>   1 l / 750 ml    28 %       65

 Medium        =>   1,5 l / 2 l     52 %      169

 Large         =>   3l/5l           14 %      166




                                                    19
General Evaluation of Shelving


  Very good                  13




                                       85 Top box 2
  Good                       72



  Neither good nor bad
  Less Good                  10
  Not good at all        3         2
  Average                    2,1
                                                      20
Results POS Survey

 All detergents and cleansers are in one row now

 Products stand where they belong

 Products are easier to find

 Distances within the cleaning area are reduced

 The assortment of softener is better




                                                   21
                  Total Market

                  C&C Channel
                                                100




     1999 = 100
                  Total Market
                                                99




                  C&C Channel




     2000
                                           93
                                           93




                  Total Market
                                                       104




                  C&C Channel
                                      90




     2001
                                                 101




                  Total Market
                                                100
                                                             Market Sales Development Softener




                  C&C Channel
                                 85




     2002
                                                  102




22
Summary
 Advanced Category Management
 Qualitative research
 Test Market
 Quantitative results based on POS data
 Qualitative results based on POS survey
 National roll out
 Positive development of sales
 Positive development of market share
                                           23
     Future Data Exchange

                                       Web Portal
external Access                                                           internal Access

                         METRO Link
                                                     My METRO



                                                     Metro       Metro          Metro
  GNX             FTP File    CMplus    MSI Web     national    Intern.         Shelf
                                                     DWH         DWH            Mngt




                                                                                        24
Step into the Future
   We are only one step apart.
 Just visit us at the Market Place.
26

				
DOCUMENT INFO
Shared By:
Categories:
Tags:
Stats:
views:3
posted:6/5/2012
language:
pages:26