ab inbev / cosine 2013 review meeting 12 th february 2014 sainsburys support centre copyright: the...
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AB InBev / Cosine 2013 Review Meeting 12th February 2014Sainsburys Support Centre
Copyright: The ideas presented here and their implementation are the intellectual property of Cosine UK, to which we shall exercise our rights as the authors. Direct or indirect imitation or use of any of the ideas or other documentation or their implementation is not permitted until we have issued our prior written permission.
Agenda
■ IntroductionsAll
■ Jess – slidesJM
■ Review of 2013 Campaigns and what went wellSMcD
■ Moving ForwardNL
■ Cosine innovationCR
■ SummaryAll
Compliance of 2013 Campaigns
Month and campaign
Com
plian
ce %
Average compliance for 2013 FSDU campaigns in
convenience stores is 94%
Comparison of 2013 Campaigns – Damaged FSDUsIn October Cosine highlighted that the number of damaged FSDUs had increased, as a result of this InBev were able to determine that the manufacturers had changed glue used. Extra rivets have now been added to the top shelf which has proved successful
Month and campaign
# o
f d
am
ag
ed
FS
DU
s
Cosine highlighted rise of damaged
FSDUs – transpires that manufacturers had changed type
of glue
As a result extra rivets were put
onto the top shelf and % of damaged
FSDUs has significantly
reduced
Review of 2013 ways of working…Availability of StockLack of stock is a barrier to
FSDU implementation in small % of stores. If this does happen
in store Cosine always either place or confirm an order is on
delivery
Exception ReportingEnd of day top line summary report sent on day one with compliance update and notification of any changes in store – eg promo change, not
ranged for promo space
Timing of FSDU deliveries
High compliance of obtaining the FSDUs in the warehouse - having PODs
is a real benefit to our success rate
In Call Photographs
Along with compliance updates a
selection of photos sent
CommunicationQueries responded to and
information shared in timely way
Activity briefings
Really clear format and includes all the important
information for our team
Finance ReconciliationClear activity invoicing tracker to ensure invoicing is taking
place promptly and for agreed final numbers
Cardboard MaximiseUsing our new tool Cosine highlight any stores which repeatedly refuse FSDUs
and give you the option to save costs by not sending an FSDU and a call from
Cosine
Stores Not Ranged For Products
Cosine now work with stock planner to highlight upon receipt of
call file any stores who are not ranged for product – giving you the
option to remove from call file
Year Planner Of Activity
Ability to plan in advance to ensure high level of
calls completed
Moving Forwards.…
Day One Activity Field Accompaniments
Meet the merchandiser at a store of your choice and shadow the merchandiser during the call
Finance ReconciliationContinue to use the financial
activity tracker to ensure prompt reconciliation
StockContinue to work with stock planner
to ensure products are range for stores on receipt of the call file
Post Call Review Review your call with NL and Field Manager. Feedback on what went well, what could be
improved etc….
Activity ReviewsNL to meet with DW & JM to review activity and
present results on regular basis
Working Together NL to work at AB Inbev offices / Holborn during activity where possible to ensure information is
shared in a timely manner
Cardboard analysis Continue to analyse the activity call file against the cardboard maximiser to identify problem stores and drive
efficiencies
Key informationContinue to supply Cosine with key information i.e. POD’s for FSDU’s and important information relating to the
brief. This is a real benefit to our merchandisers whilst in call
PortalCreate a web portal for AB Inbev to view store results, photographs and activity reviews – Anytime access !
Example of web portal
Syndicated New System
Create a Client portal to give
access to results reporting
& photos
Create an agent portal to allow auto allocation of work, agents
to accept or reject work,
confirm availability and schedule calls
Provide a data capture ‘app’ that can be
downloaded and used off line
with additional functionality of GPS & photo
upload
End To End System
March MayApril
Completely fit for purpose and unique
Cosine App: Technology enabled team■ Providing simple / seamless tools to ensure that the team’s focus is
on adding value in every call■ Providing strong MI to ensure effective performance management
and control
Bespoke system designed by Cosine
Complete controlNot affected by platform
upgrades
Stand alone Cosine smart-phone app
Allows for high degree of flexibility
Web based team briefing with daily update feature
Data, anecdotal feedback and photographs fed to
portal
One stop shop for all field tools and data capture
from Cosine
PlanogramCompliance
• Planogram visualisation
• Compare planogram vs. realogram
ConsumerInsight
• Virtual Focus Group
• Anecdotal Feedback
• Consumer Insights
Retail SpaceAnalytics
Implemented in conjunction with Audit Planogram Compliance:
• Total Fixture Analysis• Lost Sales Analysis• Category Space Report
serviceelements
Audit CP can help you answer the following questions…
Where are my SKUs under displayed or over-displayed, versus the planogram?
Are my competitors gaining additional space to the detriment of my brands?
What’s the value of sales that are being lost throughnon-compliance?
Which SKUs should I be negotiating for additional facings during the next range review?
Simple to execute
Design Stores are selected by retailer, where the audits will
take place Planogram and sku barcodes are uploaded into
Cosine’s Audit CP system
Execution Auditors work to a standard protocol in order to drive
quality and consistency in the outputs Barcodes are scanned using a CP Scanner, for speed
and accuracy All relevant information (number of facings, stack,
height), is input into the device by the auditor
Evaluation Analysis of data Development and production of insights
Accurate reporting with actionable insight
• Observations and conclusions inform category dialogue• Value of under-performance may be extrapolated to place a value
on lost sales opportunity • Credible, objective data will support team’s discussions• Identifies store-level actions to fix opportunities
Supplier’s brands compared with key competitors and own - brand
Shelf share benchmarked against POG share and value share
Relative under or over-performance in display quantified
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