an17 exhibitor insights_tuesday_whats hiding in your point of sale data
TRANSCRIPT
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17 What’s Hiding in Your Point of
Sale Data?
IRAD BEN-GAL, Professor and Chairman, Stanford University/C-B4JOE GAUTHIER, Director, Operations, Wesco, Inc.
MIKI CISIC, Director, Sales, C-B4 Analytics
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The content of this document is C-B4 Confidential & Proprietary. If you are not the intended recipient and have received this document, any use or distribution is prohibited. Please notify [email protected] immediately by e-mail and delete this message from your computer system.
What's Hiding in Your Point of Sale Data?Explore the differences between market basket analysis vsin-store consumer behavior
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Basket Analysis (a.k.a Affinity Analysis)• Which group of items are likely (or less
likely) to be purchased together? For example, beer & potato-chips or shampoo & conditioner….
• Provides a better understanding of the individual purchase behavior of the customer (“impulsive customer purchase”).
• Well established & helpful in many applications
P R E D I C T I O N S & I N S I G H T S T H R O U G H P A T T E R N S3 |
C C
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Market Basket Analysis vs. In-store Purchase Pattern Analysis
P R E D I C T I O N S & I N S I G H T S T H R O U G H P A T T E R N S4 |
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BreadButter
Milk DiapersBeer{Bread & Butter Milk}
Mon #1
Mon #2
Tue #1
Tue #2
Wed #1
Wed #2
Thu #1
Thu #2
• Probability {Milk}: 5/8 ~ 60%• Probability {Milk given Bread & Butter }: 2/2
= 100%
Can we learn more at an aggregated daily/store level?
{Beer Diapers} • Probability {Diapers}= 6/8 =75% • Probability {Diapers given Beer)= 3/4=75%,
Lift = 0%
• Lift=40%: (When selling Bread & Butter the probability for selling milk increases by 40%, but it applies to only 2 transactions)
P R E D I C T I O N S & I N S I G H T S T H R O U G H P A T T E R N S
Purchase Example (sourced from Wikipedia)
• No correlation is found at a transactional level
5 |
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P R E D I C T I O N S & I N S I G H T S T H R O U G H P A T T E R N S
Purchase Example (cont.)
• Reflects a non-transactional consumption preference pattern
{Beer Diapers} are correlated at a store level
• Is this pattern significant (statistically)?
• How can we use it at the chain level to analyze the stores’ performance?
• Let’s check this pattern across all stores
6 |
BreadButter
DiapersBeer
Mon #1
Tue #1
Wed #1
Thu #1
Milk
Mon #1
Mon #2
Tue #1
Tue #2
Wed #1
Wed #2
Thu #1
Thu #2
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Consumer Purchasing Patterns at a Store level(Beer & Diapers example - out of trillions of combinations)
• Automatically analyzingmillions of consumption preference patterns
• Root cause of anomalies:
- Operational failures
- Availability issues- Other local effects
P R E D I C T I O N S & I N S I G H T S T H R O U G H P A T T E R N S7 |
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Basket Analysis (Individual behavior)• Focused on individual purchase behavior of a customer • Personal Applications: Cross-Selling & Up-Selling, personalized coupons,
personalized emails• General Applications: Store Design, Loyalty programs, Promotional plans…
P R E D I C T I O N S & I N S I G H T S T H R O U G H P A T T E R N S8 |
Bottom Line: Benefits of both Methods
In-Store Purchase Pattern Analysis (store behavior) • Does not require transactional & personalized data (faster & simpler POS data)• Reflects non-transactional patterns (even by different customers)• Lower Error Rate (aggregation reduces false rules by random associations of
products)• More effective for store behavior analysis – correcting operational failures,
availability issues, localizing assortment, analyzing local effects
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DEMO
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Proven to increase same store growth by 0.8 to 3%
Uncover local consumer purchasing patterns within simple sales and inventory data in order to:
• Fine tune assortment at a store level to better fulfill local preferences
• Detect + correct in store operational anomalies that prevent high volume sales
10
No Hardware
Automated
No External Data
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• Chain of 52 convenience stores in Muskegon, Michigan• Family owned• Started by Bud Westgate in 1952 with a single store and 3 used gas pumps• Continuous growth, expanded to include:
• Distribution center• Central bakery and deli• 6 Subway locations• Bulk fuel and propane business + Wesco Energy division
• For 55 years the mission has been Q-PPAS: Quality People, Products, Associates and Service
P R E D I C T I O N S & I N S I G H T S T H R O U G H P A T T E R N S1 4 |
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P R E D I C T I O N S & I N S I G H T S T H R O U G H P A T T E R N S1 5 |
Pilot: Your total effort is less than a day
2 hours
Extract Data
Wesco
Generate Initial Recommendati
ons
3 hours
CB4Filter &
DistributeRecommendati
ons
1/2 Day
TogetherROI and
A/B Testing Report
5 min
CB4Recommendations
Sent to select stores.
Feedback collected
On-going
Stores
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1-2 DAYS• Installation• Configuration of data
extract• Integration of business
constraints into the analysis to increase the relevance of recommendations for store and merchandising managers
Deployment in less than a week
P R E D I C T I O N S & I N S I G H T S T H R O U G H P A T T E R N S1 6 |
1. Setup & Installation
2. Training 3. App Deployment
Uncovers behavioral patternsand translates them into recommendations*Available on premise as well
5 DAYS• Training
- Solution owner/users – 5h- District manager – 3h- Store managers – 0.5h- Merchandising team – 2h
• Perform store rides• Perform several dry runs• Schedule automatic deployment
of recommendations to stores via email, back office PC, or mobile app
1 HOUR• Installation of back office or
mobile app• App is straightforward and
does not require dedicated training (comes with manual and video clips that walk the store managers through the process)
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Web ConsoleAbility to schedule and deploy
recommendations + review dashboards that measure ROI and
revenue lift
Point of Sale Data
CB4 ServersUncovers behavioral patterns
and translates them into actionable recommendations
Store managers/supervisorsRecommendations to resolve
operational opportunities
Merchandising ManagersRecommendations that help to
localize assortments and planograms
Feedback from stakeholders is tracked and measured
P R E D I C T I O N S & I N S I G H T S T H R O U G H P A T T E R N S1 7 |
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App - Demo
P R E D I C T I O N S & I N S I G H T S T H R O U G H P A T T E R N S1 9 |
Review your list of “Open Tasks”
Tap on each task to see details
Submit findings
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P R E D I C T I O N S & I N S I G H T S T H R O U G H P A T T E R N S2 0 |
$1,910,432Estimated annual revenue
Lift2%
Operational opportunities detected 582
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P R E D I C T I O N S & I N S I G H T S T H R O U G H P A T T E R N S2 1 |
HIT RATE
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DYNAMICALLY LOCALIZED
ASSORTMENT• 200 new items
introduced to assortment• Improved planogram
execution
IMPROVED CUSTOMER EXPERIENCE
• Store associate awareness to product display & operational opportunities.
• Weekly feedbacks
0.8 – 3% SAME STORE
GROWTH• On track to $2M
same store growth by end of fiscal year (2.2% sales increase)
IMPROVED AVAILABILITY• Increase
availability in stores by 7%
• Better Supply chain decisions
Value & Benefits
P R E D I C T I O N S & I N S I G H T S T H R O U G H P A T T E R N S2 2 |
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Visit us at booth #4252 for more information