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  • Organizing for eComm The 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

  • General Fetching

    Geolocation

    Self-Healing Scheduling

    All About the Robots All 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 Process 1. 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

  • Reactive Defense

    Proactive Offense

  • Long Reaction

    Time

    Short Reaction

    Time

  • Insights Without Action are Nothing But Overhead.

    Write the Book on Defining What a Commerce Captain is to Your Retail Partners.

    Bill Akins bill.akins@canopy.net

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    Organizing for eComm - ATLAS Canopy Team CMA Conference - End Slide Number 1