Organizing for eComm - catman.global · • Twitter, Facebook, YouTube, Instagram, Pinterest, SNAP,...
Transcript of Organizing for eComm - catman.global · • Twitter, Facebook, YouTube, Instagram, Pinterest, SNAP,...
Organizing for eCommThe New Disruptive Retail Partner: Commerce Captain
Source: “Predicting the Turn” (Dave Knox)
Source: “Predicting the Turn” (Dave Knox)
eComm Capabilities Pyramid
eComm Capabilities Pyramid
DISTRIBUTION/ DIGITAL SHELF
eComm Capabilities Pyramid
eComm Capabilities Pyramid
TRAFFIC
eComm Capabilities Pyramid
eComm Capabilities Pyramid
CONVERSION/REPEAT
eComm Capabilities Pyramid
eComm Capabilities Pyramid
INCREASE BASKET
eComm Capabilities Pyramid
eComm Capabilities Pyramid
"NEW"
Locked Data vs. Unlocked Data
Retailer Portal Data– Sales– Forecasting– Inventory– Advertising– Supply Chain– Accounting– Operations– EDI/API Feeds
Public-Facing– Reviews– Buy Box– Third Party Sellers– Out of Stocks– Descriptions– Imagery– Pricing– Rich Content
Locked Data vs. Unlocked Data
Locked Data vs. Unlocked Data
GeneralFetching
Geolocation
Self-Healing Scheduling
All About the RobotsAll 3 Million of Them
New Category Manager Challenges
• Analyzing and reporting of physical and digital commerce• Identification of assortment gaps (in-store and online)• Tracking key category players• Cross-channel pricing discrepancies and opportunities• Demand/development gapping• Online Grocery Pick-Up (OGP) in-store availability• Cross-retailer stitching to see a product or category’s entire distribution ecosystem
How Will This New Data Help Your Business?
Harnessing Data as a Commerce Captain
PHASE 1: HUNTING & GATHERING
HUNTING & GATHERING
• Manual gathering of the Wild West eComm data• No reconciling or data validation• Pick & choose what to address• Digital marketing (pixel tracking) by force
Harnessing Data as a Commerce Captain
PHASE 2: ORGANIZING & ANALYZING
ORGANIZING & ANALYZING
• Historical archiving or eComm trends• Vertical blending of data for single SKUs or brands manually by
marrying dot-com and brick & mortar retailers one at a time• Self-reflection of company items only over time• SEO generally limited to top search terms
Harnessing Data as a Commerce Captain
PHASE 3: BLENDING & EXPLAINING
BLENDING & EXPLAINING
• Horizontal blending of data for company and category SKUs/brands automatically across retailers by marrying dot-com and brick & mortar retailers systematically
• Digital marketing (pixel tracking) by choice• SEO expands to advanced content tagging
Harnessing Data as a Commerce Captain
PHASE 4: AUTOMATING & INFLUENCING
AUTOMATING & INFLUENCING
• Automated alerts flag KPIs like MAP compliance, OOS, negative reviews, etc. so that prescriptive measures are taken
• Machine learning is utilized to predict/adapt shopping patterns• Visual assortment planning is utilized to become the digital
equivalent of modular planning
Harnessing Data as a Commerce Captain
PHASE 5: LEADING
LEADING
• Mastery of agnostic source data reporting. All strategic versus tactical analytics
• Commerce Captain is fully recognized by flagship retail partners • Full ecosystem: know when to pull levers on Pure Play, B2C,
B2B
Solid Foundation: Omnichannel Data Specialists
• eCommerce Data• Amazon, Walmart, Target, Best Buy, Peapod, Home Depot, Lowes,
and many more
• Brick and Mortar Data (Integration with ATLAS, and others)
• Retail Link, MerchIQ, 1010, etc.• IRI, Nielsen, NPD
• Shopper Data• CRM, In-Store Events, FSIs, Coupons, Loyalty
• Digital Data• Banners, Campaigns, Google, Flix, Coupons (iBotta)
• Social & Influencer Data • Twitter, Facebook, YouTube, Instagram, Pinterest, SNAP, Twitch,
Collective Bias
Canopy Analytics & Tracking
• Pricing MAP/MSRP (your products and competitors)• Content Quality• Reviews• Third Party Sellers• Customer Engagement• Product Affinity• Digital Advertising• Online Grocery Pickup
Tracking and Analysis of:
Canopy Analytics & Tracking
• Estimated sales for all competitors above and below “rank”• New SKU alerts and tracking• Category item movement• Cross-retailer category tracking• Above/below the fold
• Desktop, mobile, tablet
Category Share and Analysis
Automated Assortment Modular Planning
AMP
• Completely Customized Software & Process– Every Category and/or Relay is different.
• Full Transparency• Plug-in and Module based Platform• Immediate Response Time to Changes• Problem Solving with Engineering/Programmers• End-to-End complete relay solutions
– Assortment – Drawing – Validation – Reporting - Virtualization
Modular Automation – The New Paradigm
AMP provides the End User with the ability to adjust settings and variables on the fly to affect the assortment.
Assortment Decisions
• Custom Rules • Item Metric Weights (POS, Units, Nielsen/IRI)• Days of Supply Tolerance Levels• Core/Protect Lists• Item/Store Assortments• Completely Customized per Relay/Category/Customer
• Plastic Bottle Rule– Only merchandise in plastic product where stores are
traited for bodies of water.• Segmentation Rule
– Flex/Keep Segment Space based on custom parameters• Item Placement Conditions
– If Item A exists, then Item B must go next to it.– If the Modular is > 98ft, then all Items of supplier Y must
go on 3rd shelf regardless of item flow
Custom Rules
• Custom Workflows for your Category– Mini-Mods
– Trait Surveys• Generate new mod for a store based on existing stores
Custom Plugins/Modules
Assortment Decision Matrix
Step by Step Visual Validation of Automated Process1. Identify Delete Items 2. Adjust Facings 3. Identify ADD Items
4. Auto Merchandize Items 5. Completed Final Modular
Full Transparency to easily understand how decisions influence the
Modular layout.
Merchandizing Steps – “Above the Fold”
• Completely Customized• Space to Sales• DC Matrix• OSA Scores• Before/After
Performance
Reporting
3D – “Above the Fold is the New “Eye-Level”
Macro Data• Top/Low Performing Items• Chronic Out of Stocks• Predictive Out of Stocks• Brand Block Highlights• Planogram Differences
Live Daily Data Feeds• Current Store Conditions
• On Hands• Predictive Out of Stocks• POS$ Expectations• Markdowns
3D – “Above the Fold is the New “Eye-Level”
3D – Heat Mapping
3D – Product Information
Time Savings
ReactiveDefense
ProactiveOffense
LongReaction
Time
ShortReaction
Time
Insights Without Action are Nothing But Overhead.
Write the Book on Defining What a Commerce Captain is to Your Retail Partners.
Bill [email protected]