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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 Akinsbill.akins@canopy.net