the new perspective to real-time category/brand ... · keyword keyword keyword keyword sources of...

Mag. Darko DujičCEO Ceneje/MD Heureka Shopping Group Adriatic

The new Perspective to real-time Category/Brand Performance Insight

Maintain,

but transform!

An Oxymoron.

Consumers(e)Shops

An ecosystem – where supply and demand meet?

Producers

Online marketplaces

Others(eg. Social media,

dedicated topic sites…)

Search platforms

Direct

Consumers

(e)Shops

Channels

Some platforms hacked value chain

We as customers want to be informed

54%

59%

62%

82%

68%

75%

85%

79%

90%

45%

35%

35%

16%

27%

20%

14%

18%

9%

1%

5%

3%

2%

5%

5%

1%

2%

2%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Computers

Audio & Video

Foto

Home and Garden

Mobile

Car equipment

Sport

Kids

Fashion

brick & mortar online other

We are choosing more and more the alternative channelPurchase channel / purchase in last 3 months, Source: The omnichannel report Slovenia 2019, Ceneje and Valicon

11%

15%

20%

36%

58%

17%

20%

37%

64%

76%

0% 10% 20% 30% 40% 50% 60% 70% 80%

vprašanje po mailu

vprašanje po telefonu

tuje spl. trgovine

spl. primerjalnik

spl. iskalnik po izdelkih

Spletna trgovina Fizična trgovina

Consumer journey relevant sources of information reflect itSource: The omnichannel report Slovenia 2019, Ceneje and Valicon

Online marketplaces

Others(eg. Social media,

dedicated topic sites…)

Search platforms

Direct

Consumers

Channels

The transformation is even more robust – where demand really takes form?

E-commerce platforms(Comparison shopping websites and

their marketplace solutions)

(e)Shops

The most relevant real-time resources of retail insights come from online consumer journey

Online

Keyword

Keyword

Keyword

Keyword

The present omnichannel funnel

Traditional

Purchase

Consideration

Interest

Awareness

5-50%

30-50%

40-60%

70-90%

Online share

Present

Online

Keyword

Keyword

Keyword

Keyword

Sources of omnichannel funnel insights

Traditional

Purchase

Consideration

Interest

Awareness

Retail/HH panels

Customer satisfaction, Reviews

CAWI research (pools)Social media (targeting)Forums, Blogs

Keyword ToolsGoogle Trends

Own Analytics and DM

Sources

…when you realize that you are sitting on hundreds of millions and more purchase related datapoints.

What would you do…

150 mio data points

+ 3 mio products

+1000 categories +13 mio users

We startedto dig into it.

Category / Brand / SKU Insights /Shop Retailer power / Brand Insights

Seasonality and campaign planning

It became interesting! How we manage prices (online) in practice?- dynamic pricing- discount activities

The difference in pricing tactics: traditional/omnichannel/pure players

POS panel /

Search CorrelationPrice response

Why do not we dig deeper? Is there more learnings and depth?

A „heureka“ moment! Real value, how to use it every day?

Simplify and focus Deliver reliable insights (the

next day) for partners to promptly

respond to market dynamics?

• Marketing and sales marketing campaigns

• Product life cycle events

• Price management and dynamics

• Retailer dynamics, preference and tactics

• External factors and events (weather,…)

• Assortment management SKU/Brand/feature

TV category: high competitiveness, high online research and consideration share and

increasing sales share, retailer/brand relationship, pricing tacticsCase 1

Focus pointPricing tactics andresponse

BrandSamsung

CategoryTV

Period - SeasonLast 14 days

Focus pointSales promotion

Focus pointRetailer gains or losses

TV category: high competitiveness, high online research and consideration share and

increasing sales share, retailer/brand relationship, pricing tacticsCase 1

TV category: high competitiveness, high online research and consideration share and

increasing sales share, retailer/brand relationship, pricing tacticsCase 1

Focus pointPricing tactics andresponse

BrandSamsung

CategoryTV

InsightKey product in thecategory (2,5-8%) – fullfocus

Period - SeasonLast 21 days

Focus pointSales promotion

Focus pointRetailer gains or losses

InsightSimple price change canincrease demand more than 5 times.

InsightOne retailer does not need to be the cheapestto win. But competitive.

Mobile phones: running into a peak season and top brand demand,

Apple iPhone product launches, top product price life cycle and milestonesCase 2

Focus pointSales promotions andbrand gains

BrandApple, Samsung, Huawei, Xiaomi

CategoryMobile phones – open market

Period - SeasonOctober – November 2018

Focus pointProduct launch impactxr – 12.9., xs, 21.9., x plus 3.11.

Focus pointProduct demand choices

Case 2Mobile phones: running into a peak season and top brand demand,

Apple iPhone product launches, top product price life cycle and milestones

Case 2

Focus pointSales promotions andbrand gains

BrandApple, Samsung, Huawei, Xiaomi

CategoryMobile phones – open market

Period - SeasonSeptember – November 2018

Focus pointProduct launch impactxr – 12.9., xs, 21.9., x plus 3.11.

Focus pointProduct demand choices

InsightApple just created some buzz but buying focus wason old models

InsightXiaomi and Huawaydemand pre and in theseason.

InsightTop product average andmin price drop (one year) – offical store + other

Mobile phones: running into a peak season and top brand demand,

Apple iPhone product launches, top product price life cycle and milestones

Winter tyers season: market share, marketing activites, paid tests influence, weather influence,

pricing tactics, retailer/brand relationship, shallow marginsCase 3

Focus pointSeasonal consideration

BrandContinental, Sava

CategoryWinter Tyers

Period - SeasonOctober – November 2018

Focus pointAMZS Test, season

Focus pointTOP SKU retailer pricemanagement

Winter tyers season: market share, marketing activites, paid tests influence, weather influence,

pricing tactics, retailer/brand relationship, shallow marginsCase 3

Winter tyers season: market share, marketing activites, paid tests influence, weather influence,

pricing tactics, retailer/brand relationship, shallow marginsCase 3

Focus pointSeasonal consideration

BrandContinental, Sava

CategoryWinter Tyers

Period - SeasonOctober – November 2018

Focus pointAMZS Test, season

Focus pointTOP SKU retailer pricemanagement

InsightSeason it is not over on 15th of November.

Insight

AMZS test release is a peakfor all top brands – be present.

InsightApply sensitive pricing, ifcompetitor change the pricingyou could be impacted.

Key insights value drivers in operational brand/category andpricing management (daily, weekly,…)

Category, Brand/SKU demandprediction and responseAssortment managment, substitution, features

Store/Category performanceCompetitive landscape, sales marketing

activites impact, seasonality

Pricing TacticsPrediction of responses and optimization of margin

You should not just throw the dice when managing your brands or categories.

Find a sweet spot in real time.

darko.dujic@ceneje.si