oxford-partnership.com

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OTTS Local: Powerful on-trade data for site specific competitive advantage

New technology for on-trade retailers from The Oxford Partnership

oxford-partnership.com2

Introducing OTTS Local – improving site ROI

Whilst outlets may follow identical retail templates theirperformance will vary.

Their success is a function of the trading dynamicsof their local market – the number and type ofcompeting offers and the demand characteristics oftheir catchment.

OTTS Local quantifies these dynamics and whenintegrated with your own data, provides a powerfulcompetitive tool; identifying the drivers of performanceand enabling micro-market strategies to be created.

March 2015sharper thinking for retail mapping

oxford-partnership.com3

OTTS Local: Bespoke geographic analysis targeting data

March 2015sharper thinking for retail mapping

See the data on Google Maps: Make geospatial data more

accessible so that anyone in your workforce, from the office to the field, can find it.

Overlay OTTS Local data: To understand the competitive

dynamics of supply and demand within the micro-trading environment

Integrate your data: Incorporate your own data including sales

data, performance data, sales trends, etc.

Your assets: View the location of your assets and their key

commercial metrics

oxford-partnership.com4

Building OTTS

March 2015sharper thinking for retail mapping

Base data of 130,000 outlets

Audit outlet websites for c2,300 offer-specific phrases

OTTS

Catergorise outlets according to pharase occurence and client aims

Refresh each quarter using both digital and human resources

oxford-partnership.com5

The scale of the OTTS Database – growing eightfold in just 15 months

March 2015sharper thinking for retail mapping

We have collected data from

95,949on-trade websites

We have counted these phrases & words

107,436,256times

We have audited

4,972,351web pages

We have collected

39,789,564key phrases and words

oxford-partnership.com6

OTTS Local – Mapping the competitive dynamics of micro-markets

March 2015sharper thinking for retail mapping

Extract OTTS data from the cloud to YOUR criteria

Map the data | Identify patterns | Compare & Contrast | Evolve the offer

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Exploiting OTTS Local

March 2015sharper thinking for retail mapping

1. Site acquisitionIdentify micro-markets where success canbe replicated or where competing offersare undifferentiated or outdated.

2. Performance diagnosticsCompare the performance of differentassets and understand how variations inthe profile of competitors and/or thedemographic characteristics of thecatchment are driving these differences

3. Offer developmentIdentify the scope for extensions to thecore offer – is there scope for a premiumvariant of the offer in certain locations, orfor the development of a valueproposition?

4. Micro-MarketingCreate marketing programmes whichreflect the individual competitivestrengths of offer and which better meetthe expectations of local consumers.

oxford-partnership.com8 sharper thinking for retail mapping

Demographics

Overview – Key Features• Unpretentious• Reasonably good quality

homes on estates• Over index 46 – 55 yr olds• Below average income• Low skilled occupations• Open to new experiences• Value shoppers• Pub visits – 3 times a week• Deal driven and value

conscious

top_id Web Address Outlet Name PC_out PC_inPub

emphasisOffering

32189 Glass DY8 1EL NA

157981http://www.jdwetherspoon.co.uk/home/pubs/the-chequers-inn

The Chequers Inn (JD Wetherspoon)

DY8 1EQ drink Mainstream

15543 Old Crispin Inn DY8 1LT NA

9901 The Swan Inn DY8 1QH NA

184259 http://www.moochers.co.uk/ Moochers Bar DY8 1PH drink Mainstream

158086http://www.jdwetherspoon.co.uk/home/pubs/the-edward-rutland

Edward Rutland DY8 1DX drink Mainstream

58166 http://www.chicagosbars.co.uk Chicago's DY8 1HJ drink Mainstream

207228 http://www.craddocksbrewery.com/find-us/ The Duke William DY8 1EP drink Mainstream

Digital PresenceNo web presence except a Facebook Entry (as a person) with no external consumer access (https://www.facebook.com/glass.stourbridge)

OTTS Local: Example site specific analysis

25%

31%

23%

21%

AB

C1

C2

DE

March 2015

oxford-partnership.com9

Accessing OTTS Local – 3 options

Subscription to the service is via an annual contract of£10,000 per quarter. The database will be customised toconform to your criteria and definitions

Site specific analysis using generic data can beconducted at a cost of £50 per site

Data licences for online 24/7 access are available at£100 to £125 per month according to numbers issued

Analysis and support resources are available asrequired at pre-agreed daily rates.

March 2015sharper thinking for retail mapping