2009 Microsoft Display team

1 место в номинации «Мерчендайзинг», 2010 год

“Microsoft Display team” project started at the beginning of 2009 calendar year as retail sales support team under E&D(RSM) Russia umbrella.Since that time team was completed and infrastructure of project developed. All planned at the beginning team missions were developed during short period of time. Display team is permanently growing and managed (partly by Microsoft) structure with one important mission: multi-functional, permanent and structured support of Russian retail.The following activities are on place:

- Merchandising : maintenance of store displays in accordance with guidelines and recommendations from Microsoft

- Monitoring : data collection from shelves, monitoring of MS BTL campaigns, competitors activity etc.

- Trainings: in-store product trainings delivery by retail representatives

- Inventory management: control product matrix availability in stores and drive sales (selected chains) – “Retail sales driving” pj.

- Analytics : retail analytics monthly reporting (using data collected by FR)

How to select stores for visits? How to organize visits to make it effective? It is one of the most important task for DT leaders.From available Address program we have to select stores for current tasks execution, creating Visits matrix. Having this list of outlets supervisor creates a routes for a week for each FR.

In accordance with targets, timing could vary from 30-40 min to 2,5 hours

Usual practice - up to 8 store visits with different activities set

For each store in this route we have several combinations of tasks that should be fulfilled (in accordance with requests from BG and КАМ).Scheme below shows max possible visit content, and stages of visit.

Four biggest regional centers covered by DT activities in retail(2009). More than 400 outlets of different sales channels are under maintenance, more than 300 partners’ outlets are in address program for retail data monitoring (total ~450-600 outlets for monthly visits)

S.PetersburgS.Petersburg

MOSCOWMOSCOW

KazanKazan

N.NovgorodN.Novgorod

Название сети Активные ТТ,% Активные ТТ Всего ТТ

1С 0,78% 5 14Auchan 0,93% 6 16Bely Veter 7,76% 50 51Compass 1,09% 7 7Computer Plus 0,16% 1 3Computernaya Tehnika 0,16% 1 1Computerniy Mir 2,64% 17 18DNS 1,55% 10 10Domashniy Computer 1,55% 10 11DOMO 0,93% 6 6Eldorado 7,61% 49 54Evroset Big 0,31% 2 2F-Centre 0,62% 4 4GamePark 0,62% 4 12Hit Zone 0,93% 6 18ION 2,02% 13 72Key 2,95% 19 19M.Video 9,78% 63 63Matritsa 0,31% 2 10Mediamarkt 2,64% 17 17Melt 1,40% 9 9Metro 0,47% 3 12Microbit 0,16% 1 1NB Company 0,93% 6 6Notebookoff 0,78% 5 6Polaris 2,17% 14 28Pozitronika 0,16% 1 1Re:store 5,12% 33 33Respublika Igr 1,09% 7 7Ric 0,31% 2 2Saturn 0,16% 1 1Soyuz 2,02% 13 34Startmaster 0,31% 2 11Tatinkom Computers 0,16% 1 3Technoshok 0,31% 2 12Technosila 0,93% 6 28Telemax 0,62% 4 11Ultra 0,16% 1 1Vash Computer 0,16% 1 1Vremya Igrat 0,93% 6 29

Название сети Активные ТТ,% Активные ТТ Всего ТТ

1С 0,78% 5 14Auchan 0,93% 6 16Bely Veter 7,76% 50 51Compass 1,09% 7 7Computer Plus 0,16% 1 3Computernaya Tehnika 0,16% 1 1Computerniy Mir 2,64% 17 18DNS 1,55% 10 10Domashniy Computer 1,55% 10 11DOMO 0,93% 6 6Eldorado 7,61% 49 54Evroset Big 0,31% 2 2F-Centre 0,62% 4 4GamePark 0,62% 4 12Hit Zone 0,93% 6 18ION 2,02% 13 72Key 2,95% 19 19M.Video 9,78% 63 63Matritsa 0,31% 2 10Mediamarkt 2,64% 17 17Melt 1,40% 9 9Metro 0,47% 3 12Microbit 0,16% 1 1NB Company 0,93% 6 6Notebookoff 0,78% 5 6Polaris 2,17% 14 28Pozitronika 0,16% 1 1Re:store 5,12% 33 33Respublika Igr 1,09% 7 7Ric 0,31% 2 2Saturn 0,16% 1 1Soyuz 2,02% 13 34Startmaster 0,31% 2 11Tatinkom Computers 0,16% 1 3Technoshok 0,31% 2 12Technosila 0,93% 6 28Telemax 0,62% 4 11Ultra 0,16% 1 1Vash Computer 0,16% 1 1Vremya Igrat 0,93% 6 29

Display team: in-store Trainings

From very beginning we excluded formal approaches in this business. Now, organization of trainings, execution and quality control are parts of big chain of procedures. First, we receive request from RSM for particular training topic delivery and training matrix (where, when) , discussing this and include into monthly schedule. Preparation of trainings materials takes a time and resources, after that we have to organize Train-the-Trainer event for FRs (MS Trainer). Only after TTT event and all people passed an exam we authorize possibility for in-store trainings delivery (otherwise FR can lose part of bonus until exam repeating). Then FRs do the trainings for RSP in accordance with matrix. In parallel, supervisor must check quality of delivered trainings, visiting stores where trainings were delivered (in accordance with report). In the end – preparation of reports for E&D.

In-store MerchandisingMerchandising – another important direction of Display team activity. We spend a lot of time for develop this activity, preparing instructions and planogramms, conducting trainings and discussing new merchandising concept. Now each team member is an expert in this business . Qualitative POSm distribution is also responsibility of the team (regioncitystore). Quality of this activity controlled by supervisor on weekly basis(weekly FR reports review) For FRs – it is a big part of their bonus scheme.

Mobilgi (www.mobilgi.tr)– is a core on-line tool for this project (provided by agency) intended first of all for project management (routing, control, tasks setting, data exchange etc) but at the same time it is a powerful database with comprehensive reporting tree. All data in retail collected by PDA. All info appears in the system immediately, after store visit end and synchronization. All visits planned by supervisor in accordance with visits matrix and current KPI.

On-line tool allows us to get any available data in convenient format. Possible to create reports (share of faces, Product availability, Prices, share of range, Pictures from stores etc) adjusting parameters (in accordance with period, place, store, category, sales channel etc) of it on-line and view and export this data immediately

On-line database and reporting.

Retail analytics reports based on data collected by DT is really useful tool for Russian E&D team for retail sales management. Now we have full information about sales trends in retail and can timely adjust sales team and BG tactics and strategy on the market in accordance with this data

Retail analytics

E&D: Display team: Inventory management

One of important activity of the team - Inventory management. Most important partner for this project – Mediamarkt. Focus category – SDA. In fact we provide additional service for retailers supporting assortment on shelves and control inventory of key products in store, pushing purchase of goods, negotiating this matters with store managers. Orders creation – in accordance with confirmed product matrix and real stock of goods, available in w/h. We’re conducting such a activity on bi-weekly basis in each MM store(4 cities) at the moment. Total - 3 retail chains (Mediamarkt +

2 Regional partners) are in this program.

-Stock(average per store)-Sales(average per store, pcs)-Product matrix fulfillment, %

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