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Accenture Perfect SalesPart of the Accenture Commercial Services for Consumer Goods Business Service
Winning the War
in the Store
by Optimizing
Field-based
Sales Activities
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Based on our industry experience, Accenture
understands that poor execution at the point
of sale can contribute to lost sales of up
to 14 percent. For context, consumers are
indicating that their loyalty toward brands
is low, and that in-store purchases are still
largely based on impulse decisions.
To support the need to capitalize on
hyper-growth specifically in emerging
markets, and to maximize profitability
across all markets, CPG companies have
three clear objectives:
• To know what to target consistently and
accurately to drive success
• To have the capabilities to enable the
field-based sales activities that support
these targets
• To have the capabilities to measure
and optimize their performance in near–
real time
CPG companies must execute well across
a number of channel variables that can
vary significantly by region and country,
including developed markets versus
emerging markets, modern trade versus
traditional trade and direct versus indirect
distribution.
They must also measure execution to
drive improvements, which has its own
challenges, including:
• A broad-ranging number of outlets,
depending on market context
• Granularity and timeliness of data
received in the field, including internal
and third party
• How performance is being measured by
people who execute, putting pressure on
the veracity and objectivity
• Blind spots created by geographic constraints
linked to headcount and cost models
In summary, CPG companies need the ability
to develop more perfect points of sale in
which their brands are displayed and sold,
and they need to develop and apply insights
more systematically in support of that goal.
Accenture Perfect Sales is part of the
Accenture Commercial Services for
Consumer Goods business service, and
combines distinctive industry capabilities
and business consulting with hosted
technology, analytics insights and skilled
knowledge workers who manage the
processes as a service, operating as an
extension of our client’s organization.
Accenture Perfect Sales integrates key sales
and merchandising capabilities, enabling
CPG companies to achieve up to 30 percent
improvement in trade performance at
the same cost, and providing a new and
objective way of measuring and optimizing
sales performance within an operationally
excellent service model.
The external environment is changing dramatically for today’s consumer packaged goods (CPG) companies, creating many
new opportunities and threats that the organization must address. In the commercial arena, organizations need to develop
strong and distinctive capabilities that can enable insights to action, drive innovation in marketing and help win the war in
the store.
For CPG companies, winning the war in the store can be distilled down to the ability to drive consistent execution against a
perfect store ideal, and generate new perfect store execution in additional points of sale. They must do so all within a time,
talent, and financially constrained environment, and with relevance across different market Archetypes.1
Measurement and optimization are at the
core of Accenture Perfect Sales. This service
offering has a common set of execution-
based measures related to the perfect
point of sale. It enables better field-based
data capture, improving the quality and
timeliness of the data. This allows the CPG
company and/or its distributors to take
immediate corrective actions and unlock
the value.
1. Archetype: A grouping of markets that share a
common commercial success model and similar
characteristics and capabilities that the CPG must
understand and respond to in order to win.
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Reduce cost of sales. The service
optimizes the time spent collecting data
in the field, reduces reporting time and
sales administration, and reduces working
capital requirements.
Improve predictability. We enhance
forecast accuracy, adopt common sales
methods and increase in-store and market
understanding through analytic insights.
By bundling key sales and merchandising
capabilities, analytic insights and hosted
technology, and managing them as a service.
Leveraging Accenture’s investments in
industry-leading, proprietary software that
we host on the cloud helps CPG companies
reduce up-front costs, get started quickly
and ramp up sales force capabilities at scale
and at pace, without the need to build and
deploy the infrastructure.
This business services model enables clients
to turn on capability with a competitive
per-user price point that can reduce with
scale. In addition, Accenture Perfect Sales
can extend to value-based optional services
that involve optimizing different steps
within the sales process including coverage
planning, cross-sell, up-sell and out-of-
stock predictions.
Accenture Perfect Sales aims to enable
a subset of potential service users as
rapidly as possible to drive experience and
results within a three-month window.
We work with clients to determine a pilot
• User connectivity/telco
• Telecoms expense management
Value-based optimisation services
• Market archetype segmentation
• Distributor segmentation
• Retailer/outlet segmentation
• Sales channel resource allocation
• Cross-sell/up-sell recommendations
• Out of stock predictions
• Trade space optimisation
• In-store activity optimisation
Data Management, Reporting and
Analytics Services (standalone)
• Supporting distributors and their sales
teams
• Supporting the merchandising field-force
operations
Outsourcing Services
• Recruitment process outsourcing
• Field personnel outsourcing
Accenture Perfect Sales is targeting a 30
percent improvement in trade performance
that, in turn, can unlock incremental sales
for both the manufacturer and distributor.
Increase revenue. Clients can optimize
key revenue drivers, including availability,
visibility, distribution and compliance,
while improving forecast accuracy,
coverage and influence.
Accenture Perfect Sales helps CPG
companies win the war in store by enabling
effective sales channels.
Core service components include:
• Accenture CAS software hosted on the
Cloud (merchandiser, retail execution,
distributor management and sales)
• Digital image recognition/Accenture CAS
Digital Merchandising Service
• Integrated reporting and KPI dashboards
• Standard optimization capability where
analytic insights are delivered as a service
• Mobile device management
• Service management
• Train the trainer
Optional service components include:
Field Personnel Capability Enablement
• Talent and capability attribute assessment
• Learning academy (managed content
library)
• Incentive compensation planning and
management
• Mobile field-force learning apps
Device Procurement and Connectivity
• Multi-device leasing arrangements
• Level 1 user support through Regional
partners
• Full device warranty and repair/replace
channel scope and work to enable users,
track performance and validate benefits
such that the service can be scaled with
confidence at the end of the pilot period.
A global leader in consumer goods
consulting, Accenture brings decades
of experience, research and thought
leadership to give clients an advantage
when executing sales. These are just some
of the ways how:
World-class consultants. For decades,
Accenture has been a leader in assisting
FORTUNE Global 100 clients with sales
strategy, planning and execution. In
addition to a robust knowledge base in
our dedicated CPG and retail groups, our
talented team members bring real-world
sales and marketing experience. Accenture
works directly with the client’s team to
assist in judgment-based decision-making
and ensure the client is continually
gaining the maximum benefit from
the service. Accenture can also provide
strategic management and organizational
effectiveness coaching to help CPG
manufacturers achieve optimum sales
performance.
Leading software. Accenture owns and
develops software targeted for the CPG
sector. Our industry-leading Accenture
CAS retail execution and merchandising
software automates processes and provides
performance visibility with a lower cost
of entry. By providing the hardware and
hosting the technology as a comprehensive
service, CPG companies can reduce their
up-front investment and risk with a per-
user charge.
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A new service offering from the Accenture Commercial Services for Consumer Goods business service that enables CPG companies to
achieve a 30% improvement in trade performance at the same cost, providing a new and objective way of measuring and optimizing field-
based sales activities.
Core service components
• Accenture CAS software hosted in the cloud (merchandiser, retail execution, distributor management and sales)
• Digital image recognition/Accenture CAS Digital Merchandising Service
• Integrated reporting and KPI dashboards
• Standard optimization capability
• Mobile device management
• Service management
• Train the trainer
Optional service components
• Device provisioning and hardware management
• Value-based optimization services
• Field personnel outsourcing
• Field personnel capability enablement
Accenture Perfect Sales helps CPG companies win the war in
store via the enablement of effective sales channels as-a-service:30% improvement in trade performance
Path to More Perfect
Sales
What does Accenture Perfect Sales consist of?The ChallengeGrowth for the CPG company is dependent on:
• The consistent execution against a perfect store ideal
• An ability to drive more perfect store execution in additional points of sale
All within a time, talent and financially constrained environment and applicable across all market types and routes to market
Product: Are the right products in the store?
Price: Is the consumer price in line with the expected price positioning?
Pack: Is the right pack getting delivered to the store?
Proposition: Are the right brand messages being delivered?
Promotion: Are prices and merchandising activities being performed?
Plan & Target
Optimize
Measure Execute
Place: Are products available and positioned in the right place?
Retail Execution
Merchandiser Distributor
Distributor Sales
What is Accenture Perfect Sales?
Increased revenue
• Optimized store performance
• Increase in target coverage, distribution and visibility
• Reduction in out-of-stocks
Improved predictability
• Improved forecast accuracy
• Increased use of common sales methods
• Increased in-store market understanding
Reduced cost of sales
• Reduced working capital requirements
• Data collection time reduction
• Reporting time reduction
• Reduced sales administration
What value does Accenture
Perfect Sales deliver?
Accenture Perfect
Sales Benefits:
Increase in points of SKU
distribution by up to 12%
Reduce out-of-stocks by
as much as 10%
Reduce field sales
administration by as
much as 20-30%
Improve SKU availability
by as much as 5-10%
Reduce retrospective
discounts by up to 10%
Accenture Perfect
Sales Benefits:
Improve SKU availability
by as much as 5-10%
Reduce field sales
administration by as
much as 20-30%
Reduce retrospective
discounts by up to 10%
Increase in points of SKU
distribution by up to 12%
Reduce out-of-stocks by
as much as 10%
Archetype 1 Archetype 2 Archetype N. . .
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Innovation. Accenture has a long-standing
legacy of developing services that transform
an industry and become the gold standard.
For example, Accenture’s Navitaire service
has transformed the business of network
airlines by helping more than 85 airlines
around the world to grow, innovate and
increase their profitability by focusing
on revenue generation and streamlining
costs in the areas of reservations, ancillary
sales, distribution, planning, revenue
management, revenue accounting, business
intelligence and operations management
and recovery with hosted services from
world-class data centers.
We have deep experience and a proven
track record in all components of
Accenture Perfect Sales, including
industry-specific sales processes and
analytics, underpinned by scalable
delivery capabilities and broad geographic
coverage. Because our industry and
functional consulting capabilities are
tightly connected to our technology
expertise and delivery teams, we are
well positioned to deliver the complete
oversight of a comprehensive business
service. Accenture Perfect Sales is the
answer to make the CPG sales force more
agile, efficient and effective, helping
clients improve efficiency and drive
growth in the competitive years ahead.
In developing the Accenture Perfect Sales
service we have understood that there is no
one size fits all model, and not every market
requires the most advanced, customised
capabilities in order to succeed:
• High performers need to define the
Commercial Success Model required
to win in each market or market-type,
typically through evaluating Capability,
Channel and KPIs
• It is necessary to understand where
groups of markets share the same
commercial success model by identifying
key market ‘Archetypes’ that share
similar capabilities required to win, not
geographical proximity
• In this example for Consumer Goods,
markets have been grouped according
to their attractiveness (size and growth)
and the complexity inherent in their
route to market structure and general
maturity/stability
• Leaving a picture where similar markets
are not always geographically contiguous
Accenture continues to invest in
maintaining and extending its Archetype
knowledge base that can be used by our
clients to support the development of new
front-office capability strategies.
For more information on
Accenture Perfect Sales, contact:
Koen van Bockstaele
+44 207 844 1439
Philip D. Gardner
+44 207 844 2550
Archetype 1
Archetype 2
Archetype 2
Archetype 3
Archetype 4
Archetype 1
Archetype 6
Archetype 5
Our Consumer Goods industry professionals
around the world work with companies in
the food, beverages, agribusiness, home and
personal care, consumer health, fashion and
luxury, and tobacco segments. With decades
of experience working with the world’s
most successful companies, we help clients
manage scale and complexity, transform
global operating models to effectively serve
emerging and mature markets, and drive
growth through evolving market conditions.
We provide business services as well as
individual consulting, technology and
outsourcing projects in Commercial Services,
Supply Chain Management, ERP Global
Operations and Integrated Business Services.
To read our proprietary industry research
and insights, visit www.accenture.com/
ConsumerGoods.
Accenture is a global management
consulting, technology services and
outsourcing company, with 257,000
people serving clients in more than
120 countries. Combining unparalleled
experience, comprehensive capabilities
across all industries and business functions,
and extensive research on the world’s
most successful companies, Accenture
collaborates with clients to help them
become high-performance businesses and
governments. The company generated net
revenues of US$27.9 billion for the fiscal
year ended Aug. 31, 2012. Its home page is
www.accenture.com.
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