the smart shelf: your pathway to winning in retail · ankush patodi planogram hub lead, nielsen...
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THE SMART SHELF:YOUR PATHWAY TO WINNING IN RETAILA GUIDE ON HOW CAN YOU AS MANUFACTURER WIN AT THE SHELF
Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
2Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
Ankush Patodi
Planogram Hub Lead, Nielsen Global Markets
WELCOME
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INTRODUCTION TO THE WORLD OF PLANOGRAMMING
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SHOPPERS
MANUFACTURERS
RETAILERS
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LOGISTIC
VISUALFINANCE
RETAILER MANUFACTURER
SHOPPER
PLANOGRAM – A MIX OF ART AND SCIENCE
“
5Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
SHOPPERS
MANUFACTURERS
RETAILERS
4Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
LOGISTIC
VISUALFINANCE
RETAILER MANUFACTURER
SHOPPER
PLANOGRAM – A MIX OF ART AND SCIENCE
“
4Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
LOGISTIC
VISUALFINANCE
RETAILER MANUFACTURER
SHOPPER
PLANOGRAM – A MIX OF ART AND SCIENCE
“
4Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
LOGISTIC
VISUALFINANCE
RETAILER MANUFACTURER
SHOPPER
PLANOGRAM – A MIX OF ART AND SCIENCE
“
5Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
SHOPPERS
MANUFACTURERS
RETAILERS
5Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
SHOPPERS
MANUFACTURERS
RETAILERS
4Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
LOGISTIC
VISUALFINANCE
RETAILER MANUFACTURER
SHOPPER
PLANOGRAM – A MIX OF ART AND SCIENCE
“
5Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
SHOPPERS
MANUFACTURERS
RETAILERS
5Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
SHOPPERS
MANUFACTURERS
RETAILERS
5Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
SHOPPERS
MANUFACTURERS
RETAILERS
5Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
SHOPPERS
MANUFACTURERS
RETAILERS
5Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
SHOPPERS
MANUFACTURERS
RETAILERS
6Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
5Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
SHOPPERS
MANUFACTURERS
RETAILERS
5Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
SHOPPERS
MANUFACTURERS
RETAILERS
5Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
SHOPPERS
MANUFACTURERS
RETAILERS
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6Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
최적화된 플래노그램으로 시작되는 “SMART-SHELF”는 매장별
카테고리 전략을 실제 매장 환경에 적용하기 위해 반드시 필요한
단계이며, “SMART-SHELF”를 구축하는 작업은 제조사와 유통사 모두가
협력해야 하는 하나의 여정입니다. “SMART-SHELF” 구축하는 데 필요한
사항을 살펴보겠습니다.
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WHAT DO YOU NEED TO START THE JOURNEY?
STEP 1: PREPARE
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PLANOGRAMMING DATA REQUIREMENT HIERARCHY
1) PRODUCT LIST PREPARATION
A. DATA
PROFITABILITY: PRODUCT COST &
DISCOUNTS / MARK-UP
GREAT TO HAVE
GOOD TO HAVE
MUST HAVE
SUPPLY CHAIN REQUIREMENT: DAY WISE DEMAND, REPLENISHMENT AND SUPPLY
INFORMATION
ANALYTICAL REQUIREMENT: UNIT SALES & PRICE
MERCHANDISING REQUIREMENT: PRODUCT CHARACTERISTICS (SEGMENT, SUB SEGMENT, BRAND NAME, ETC.), PACK SIZE,
PACK TYPE, UNIT CASE & PRODUCT IMAGES
BASIC REQUIREMENT: PRODUCT ID (BARCODE / UPC / EAN / RETAILER ID), NAME & PRODUCT DIMENSIONS (HEIGHT, WIDTH & DEPTH)
3Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
INTRODUCTION TO THE WORLD OF PLANOGRAMMING
8Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
PLANOGRAMMING DATA REQUIREMENT HIERARCHY
1) PRODUCT LIST PREPARATION
A. DATA
PROFITABILITY: PRODUCT COST &
DISCOUNTS / MARK-UP
GREAT TO HAVE
GOOD TO HAVE
MUST HAVE
SUPPLY CHAIN REQUIREMENT: DAY WISE DEMAND, REPLENISHMENT AND SUPPLY
INFORMATION
ANALYTICAL REQUIREMENT: UNIT SALES & PRICE
MERCHANDISING REQUIREMENT: PRODUCT CHARACTERISTICS (SEGMENT, SUB SEGMENT, BRAND NAME, ETC.), PACK SIZE,
PACK TYPE, UNIT CASE & PRODUCT IMAGES
BASIC REQUIREMENT: PRODUCT ID (BARCODE / UPC / EAN / RETAILER ID), NAME & PRODUCT DIMENSIONS (HEIGHT, WIDTH & DEPTH)
8Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
PLANOGRAMMING DATA REQUIREMENT HIERARCHY
1) PRODUCT LIST PREPARATION
A. DATA
PROFITABILITY: PRODUCT COST &
DISCOUNTS / MARK-UP
GREAT TO HAVE
GOOD TO HAVE
MUST HAVE
SUPPLY CHAIN REQUIREMENT: DAY WISE DEMAND, REPLENISHMENT AND SUPPLY
INFORMATION
ANALYTICAL REQUIREMENT: UNIT SALES & PRICE
MERCHANDISING REQUIREMENT: PRODUCT CHARACTERISTICS (SEGMENT, SUB SEGMENT, BRAND NAME, ETC.), PACK SIZE,
PACK TYPE, UNIT CASE & PRODUCT IMAGES
BASIC REQUIREMENT: PRODUCT ID (BARCODE / UPC / EAN / RETAILER ID), NAME & PRODUCT DIMENSIONS (HEIGHT, WIDTH & DEPTH)
8Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
PLANOGRAMMING DATA REQUIREMENT HIERARCHY
1) PRODUCT LIST PREPARATION
A. DATA
PROFITABILITY: PRODUCT COST &
DISCOUNTS / MARK-UP
GREAT TO HAVE
GOOD TO HAVE
MUST HAVE
SUPPLY CHAIN REQUIREMENT: DAY WISE DEMAND, REPLENISHMENT AND SUPPLY
INFORMATION
ANALYTICAL REQUIREMENT: UNIT SALES & PRICE
MERCHANDISING REQUIREMENT: PRODUCT CHARACTERISTICS (SEGMENT, SUB SEGMENT, BRAND NAME, ETC.), PACK SIZE,
PACK TYPE, UNIT CASE & PRODUCT IMAGES
BASIC REQUIREMENT: PRODUCT ID (BARCODE / UPC / EAN / RETAILER ID), NAME & PRODUCT DIMENSIONS (HEIGHT, WIDTH & DEPTH)
3Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
INTRODUCTION TO THE WORLD OF PLANOGRAMMING
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9Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
+
+
FACT-BASED SELLING
RETAILER DATA SHARING
RETAILER COMMITMENT TO CATEGORY MANAGEMENT
MANU
FACT
URER
CAPA
BILITY
TO
BE CA
TEGO
RY “E
XPER
T”
MANU
FACT
URER
STRA
TEGY
SHAR
ING
SPACE & ASSORTMENT MANAGEMENT
FULL CATEGORY MANAGEMENT
JOINT EXTENDED CATEGORY PROJECTS
TRUST
+Source: Nielsen Practical Category Management Workshop
THE CATEGORY MANAGEMENT JOURNEY
2) FIXTURE INFORMATION
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ILLUSTRATION ON FIXTURE INFORMATION
SEGMENT WIDTH
SEGMENT HEIGHT
SEGMENT DEPTH
SHELF’S DISTANCE FROM FLOOR
BASE HEIGHT
SHELF DEPTH
SHELF HEIGHT
SHELF WIDTH
Source: Nielsen Spaceman Software was used to generate the output
B. KNOWLEDGE
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CATEGORY DEFINITION
TO HAVE A REFRESHMENT DRINKNEED
ALL RELATED PRODUCTS
CLUSTERED INTO GROUPS
INTERCHANGEABLE PRODUCTS
SUBSTITUTABLE PRODUCTS (SEGMENTS)
COLA NON-COLA
Source: Nielsen Practical Category Management Workshop
12Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
SHOPPER DECISION TREE
CARBONATED BEVERAGES
SINGLE CONSUMPTION
MULTI CONSUMPTION
COLA
BRAND A BRAND B FLAVOUR A FLAVOUR B
NON-COLA COLA NON-COLA
BRAND A BRAND B FLAVOUR A FLAVOUR B
BRAND A BRAND B BRAND CPACK SIZE BRAND A BRAND C
SHOPPERS ARE MOST LIKELY TO SUBSTITUTE AT THE BOTTOM OF THE TREE
BRAND BPACK SIZE PACK SIZE PACK SIZE
PACK SIZEPACK SIZEPACK SIZEPACK SIZEPACK SIZEPACK SIZE
PLANOGRAM BLOCKING
FLOWMOST LOYAL
MORE VARIETY
LEVEL 3
LEVEL 1
LEVEL 2
NEED ONE SKU AT LEAST IN EVERY NODE TOSATISFY ALL SHOPPERS
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C. TOOLS
STEP 2: BUILD A MERCHANDISING STRATEGY
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A. PRODUCT PLACEMENT RULE
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VISUAL BLOCK ILLUSTRATION
BLOCK 2
IDEALLY MAX. 1.5M
BLOCK 11ST LEVEL OF
SHOPPER DECISION TREE
2ND LEVEL OF SHOPPER
DECISION TREE
BLOCK 3
SUB-BLOCK 1
SUB-BLOCK 2
..3
SUB BLOCK 4
Source: Nielsen Impactful Space Management Workshop
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UNDERSTANDING ‘EYE LEVEL’
15°
30°
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PREMIUM PRICED PRODUCTS “CURIOSITY” PRODUCTS
HIGH PROFIT “STRATEGIC” PRODUCTS
HIGH ROTATION “MASS/POPULAR” PRODUCT
Source: Nielsen Impactful Space Management Workshop
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BRAND A VARIANT 1
BRAND A VARIANT 2 OR
BRAND B VARIANT 1
Source: Nielsen Impactful Space Management Workshop
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B. AVOIDING OUT OF STOCKS
STEP 3: BUILD AND OPTIMIZE THE PLANOGRAMS
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--
-
CARBONATED BEVERAGES
100%
SINGLE CONSUMPTION
48%
COLA 13%
NON-COLA 35%
MULTI CONSUMPTION
52%
COLA 11%
NON-COLA 41%
BRAND A 5%
BRAND B 8%
FLAVOUR A 15%
FLAVOUR B 12%
FLAVOUR C 8%
BRAND A 4%
BRAND C 7%
FLAVOUR A 18%
FLAVOUR B 16%
FLAVOUR D 7%
-
-
- -
SINGLE CONSUMPTION MULTI CONSUMPTION
COLA COLA
NON-COLA NON-COLA
LEVEL 0
LEVEL 1
LEVEL 2
LEVEL 3
SAMPLE MUD MAP FOR THE CARBONATED BEVERAGE CATEGORY
A. BUILDING THE MUD MAP
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HORIZONTAL BLOCKING
GROUP ANALYSIS GROUP FIELD: SEGMENT
MULTIPLE CONSUMPTIONSINGLE CONSUMPTION
Source: Nielsen Spaceman Software was used to generate the output
B. CREATING THE PLANOGRAM
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VERTICAL BLOCKING
GROUP ANALYSIS GROUP FIELD: SEGMENT
MULTIPLE CONSUMPTIONSINGLE CONSUMPTION
Source: Nielsen Spaceman Software was used to generate the output
C. OPTIMIZING THE PLANOGRAM
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SINGLE VS MULTI CONSUMPTION BLOCKING ANALYSIS
GROUP ANALYSIS GROUP FIELD: SEGMENT
MULTIPLE CONSUMPTIONSINGLE CONSUMPTION
Source: Nielsen Spaceman Software was used to generate the output
COLA VS NON-COLA BLOCKING ANALYSIS
GROUP ANALYSIS FILTER SET: MULTIPLE CONSUMPTION GROUP FIELD: SEGMENT
COLANON-COLA
Source: Nielsen Spaceman Software was used to generate the output
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FLAVOUR BLOCKING ANALYSIS
GROUP ANALYSIS FILTER SET: MULTIPLE CONSUMPTION GROUP FIELD: DESC_A
COLACREAMGINGER
LEMONORANGESODA
Source: Nielsen Spaceman Software was used to generate the output
BRAND BLOCKING ANALYSIS
Source: Nielsen Spaceman Software was used to generate the output
GROUP ANALYSIS FILTER SET: MULTIPLE CONSUMPTION GROUP FIELD: BRAND
BRAND ABRAND BBRAND C
BRAND DBRAND EBRAND F
BRAND GBRAND HBRAND I
BRAND J
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Source: Nielsen Spaceman Software was used to generate the output
UNDER/OVERSTOCKED PRODUCTS GROUP: BY PRODUCT TARGET: BY UNITS
UNDERSTOCKED 10%OVERSTOCKED 10%
EXTREME UNDERSTOCKED 20%EXTREME OVERSTOCKED 20%
INVENTORY ANALYSIS
•
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TOP/BOTTOM PERFORMER ANALYSIS
Source: Nielsen Spaceman Software was used to generate the output
TOP/BOTTOM PERFORMING PRODUCTS FILTER SET: MULTIPLE CONSUMPTION FIELD: SALES
TOP 10%BOTTOM 10%
TOP 25%BOTTOM 25%
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MULTI VARIABLE ANALYSIS
LOW
VOLU
ME SA
LEHI
GHLOW PROFIT HIGH
MULTI VARIABLE ANALYSIS
Source: Nielsen Spaceman Software was used to generate the output
28Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
SAMPLE OUTPUT - PAGE 1
D. GENERATING THE OUTPUT FOR IMPLEMENTATION
BRAND B LIGHT CAN 330MLBRAND B BOTTLE
400ML BRAND G ORANGE CAN250 ML
BRAND G ORANGE500ML
BRAND I COLA MY CAN250 ML
BRAND I 500ML PET
BRAND A LEMON CAN 250MLBRAND A LEMON CAN
350ML
BRAND C ORANGE CRUSH 500ML
BRAND E ORANGE BOTTLE 400ML
BRAND J CAN 330MLBRAND J PLASTIC
BOTTLE 500ML
BRAND C CREAMSODA CAN
330ML
BRAND CCREAM
SODA 500ML
BRAND ECREAM SODA
BOTTLE 400ML
BRAND ECREAM SODA
BOTTLE 500ML
BRAND C LEMONADE 500MLBRAND C
SODA 500MLBRAND D
SODA 500MLBRAND F
SODA 500ML
BRAND H CAN250ML
BRAND H BOTTLE 500MLBRAND C
GINGER BEERCAN 330ML
BRAND C GINGERBEER 500ML
BRAND F GINGERBEER 400ML
BRAND B BOTTLE750ML
BRAND B PET 2L
BRAND B PET 2L
BRAND I MEGA 2L BRAND H COLAPET 1.5L
BRAND C CREAMSODA 1L
BRAND CCREAM
SODA 2L
BRAND ECREAMSODA
PET 2L
BRAND HBOTTLE 2L
BRAND CGINGERBEER 1L
BRAND CGINGERBEER 2L
BRANDC SODA
1L
BRAND CSODA
PET 1.5L
BRAND FCLUB
SODA 1.25L
BRANDD SODA
1.5LBRAND G MEGA 2LBRAND C
LEMONADE 2LBRAND C
LEMONADE 1L
BRAND JBOTTLE 750ML
BRAND JPET 2L
BRAND A750ML PET
BRAND A2L BOTTLE BRAND E ORANGE
BOTTLE 750ML
BRAND EORANGEPET 2L
BRAND CORANGE
CRUSH 1L
BRAND CORANGE
CRUSH 2L
CARBONATED BEVERAGES PLANOGRAM
Source: Nielsen Spaceman Software was used to generate the output
29Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
Source: Nielsen Spaceman Software was used to generate the output
SEGMENT VIEW SHELF POSITION PRODUCT POSITION REPORT
NAME: BRAND B LIGHT CAN 330MLPOSITION ON SHELF: 1 FACINGS:10
NAME: BRAND BBOTTLE 400ML
POSITION ON SHELF: 2FACINGS: 7
NAME: BRAND I COLA MY CAN 250MLPOSITION ON SHELF: 1 FACINGS: 9
NAME: BRAND A LEMON CAN 250MLPOSITION ON SHELF: 1 FACINGS: 12
NAME: BRAND J CAN 330MLPOSITION ON SHELF: 1 FACINGS: 10
NAME: BRAND C LEMONADE 500MLPOSITION ON SHELF: 1 FACINGS: 15
NAME: BRAND JPLASTIC BOTTLE 500MLPOSITION ON SHELF: 2
FACINGS: 7
NAME: BRAND ALEMON CAN 350ML
POSITION ON SHELF: 2FACINGS: 10
NAME: BRAND I500ML PET
POSITION ON SHELF: 2FACINGS: 7
NAME: BRAND HCAN 250ML
POSITION ON SHELF: 1FACINGS: 6
NAME: BRAND H BOTTLE 500MLPOSITION ON SHELF: 2 FACINGS: 10
180.00CM45.00CM
45.00CM
45.00CM
45.00CM
45.00CM
45.00CM
159.00CM
134.00CM
102.00CM
71.00CM
43.00CM
14.00CM10.00CM
POSITION
BAY 1.1 SHELF
1 10000000000041 BRAND H CAN 250ML 6
10000000000040 BRAND H BOTTLE 500ML 10
UPC NAME FACINGS
2
10000000000048 BRAND J PLASTIC BOTTLE 500ML 72
BAY 1.2 SHELF
1 10000000000017 BRAND C LEMONADE 500ML 15
BAY 1.3 SHELF
1 10000000000046 BRAND J CAN 330ML 10
10000000000002 BRAND A LEMON CAN 350ML 102
BAY 1.4 SHELF
1 10000000000002 BRAND A LEMON CAN 250ML 12
10000000000042 BRAND I 500ML PET 72
BAY 1.5 SHELF
1 10000000000043 BRAND I COLA MY CAN 250ML 9
10000000000003 BRAND B BOTTLE 400ML 72
BAY 1.6 SHELF
1 10000000000005 BRAND B LIGHT CAN 330 ML 10
SAMPLE OUTPUT - PAGE 2 5Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
SHOPPERS
MANUFACTURERS
RETAILERS
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PERIOD A$ 14,000
$ 16,000
$ 18,000
PERIOD B
6.85% TEST STORECONTROL STORE
PLAYBOOK VS. RETAILER SPECIFIC PLANOGRAMS
HOW TO MEASURE RETURN ON INVESTMENT?
SAMPLE PLANOGRAM IMPACT ANALYSIS
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SHOPPERS
MANUFACTURERS
RETAILERS
4Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
LOGISTIC
VISUALFINANCE
RETAILER MANUFACTURER
SHOPPER
PLANOGRAM – A MIX OF ART AND SCIENCE
“
5Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
SHOPPERS
MANUFACTURERS
RETAILERS
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3 Gartner’s ROI study by Mike Griswold on How to Increase Revenue and Strengthen Customer Loyalty
WHAT DOES IT TAKE, AND WHAT WILL YOU GET?
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LOGISTIC
VISUALFINANCE
RETAILER MANUFACTURER
SHOPPER
PLANOGRAM – A MIX OF ART AND SCIENCE
“
5Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
SHOPPERS
MANUFACTURERS
RETAILERS
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WHAT’S NEXT?
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ABOUT NIELSENNielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Nielsen is divided into two business units. Nielsen Global Media, the arbiter of truth for mediamarkets, provides media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry required for markets to function. Nielsen Global Connect provides consumer packaged goods manufacturers and retailers with accurate, actionable information and insights and a complete picture of the complex and changing marketplace that companies need to innovate and grow. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
SHAPING A SMARTER MARKET™
34Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.At Nielsen, data drives everything we do—even art. That’s why we used real data to create this image. Copyright © 2020 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
SHAPING A SMARTER MARKET™
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