Mag. Darko DujičCEO Ceneje/MD Heureka Shopping Group Adriatic
The new Perspective to real-time Category/Brand Performance Insight
Maintain,
but transform!
An Oxymoron.
Consumers(e)Shops
An ecosystem – where supply and demand meet?
Producers
Online marketplaces
Others(eg. Social media,
dedicated topic sites…)
Search platforms
Direct
Consumers
(e)Shops
Channels
Some platforms hacked value chain
We as customers want to be informed
54%
59%
62%
82%
68%
75%
85%
79%
90%
45%
35%
35%
16%
27%
20%
14%
18%
9%
1%
5%
3%
2%
5%
5%
1%
2%
2%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Computers
Audio & Video
Foto
Home and Garden
Mobile
Car equipment
Sport
Kids
Fashion
brick & mortar online other
We are choosing more and more the alternative channelPurchase channel / purchase in last 3 months, Source: The omnichannel report Slovenia 2019, Ceneje and Valicon
11%
15%
20%
36%
58%
17%
20%
37%
64%
76%
0% 10% 20% 30% 40% 50% 60% 70% 80%
vprašanje po mailu
vprašanje po telefonu
tuje spl. trgovine
spl. primerjalnik
spl. iskalnik po izdelkih
Spletna trgovina Fizična trgovina
Consumer journey relevant sources of information reflect itSource: The omnichannel report Slovenia 2019, Ceneje and Valicon
Online marketplaces
Others(eg. Social media,
dedicated topic sites…)
Search platforms
Direct
Consumers
Channels
The transformation is even more robust – where demand really takes form?
E-commerce platforms(Comparison shopping websites and
their marketplace solutions)
(e)Shops
The most relevant real-time resources of retail insights come from online consumer journey
Online
Keyword
Keyword
Keyword
Keyword
The present omnichannel funnel
Traditional
Purchase
Consideration
Interest
Awareness
5-50%
30-50%
40-60%
70-90%
Online share
Present
Online
Keyword
Keyword
Keyword
Keyword
Sources of omnichannel funnel insights
Traditional
Purchase
Consideration
Interest
Awareness
Retail/HH panels
Customer satisfaction, Reviews
CAWI research (pools)Social media (targeting)Forums, Blogs
Keyword ToolsGoogle Trends
Own Analytics and DM
Sources
…when you realize that you are sitting on hundreds of millions and more purchase related datapoints.
What would you do…
150 mio data points
+ 3 mio products
+1000 categories +13 mio users
We startedto dig into it.
Category / Brand / SKU Insights /Shop Retailer power / Brand Insights
Seasonality and campaign planning
It became interesting! How we manage prices (online) in practice?- dynamic pricing- discount activities
The difference in pricing tactics: traditional/omnichannel/pure players
POS panel /
Search CorrelationPrice response
Why do not we dig deeper? Is there more learnings and depth?
A „heureka“ moment! Real value, how to use it every day?
Simplify and focus Deliver reliable insights (the
next day) for partners to promptly
respond to market dynamics?
• Marketing and sales marketing campaigns
• Product life cycle events
• Price management and dynamics
• Retailer dynamics, preference and tactics
• External factors and events (weather,…)
• Assortment management SKU/Brand/feature
TV category: high competitiveness, high online research and consideration share and
increasing sales share, retailer/brand relationship, pricing tacticsCase 1
Focus pointPricing tactics andresponse
BrandSamsung
CategoryTV
Period - SeasonLast 14 days
Focus pointSales promotion
Focus pointRetailer gains or losses
TV category: high competitiveness, high online research and consideration share and
increasing sales share, retailer/brand relationship, pricing tacticsCase 1
TV category: high competitiveness, high online research and consideration share and
increasing sales share, retailer/brand relationship, pricing tacticsCase 1
Focus pointPricing tactics andresponse
BrandSamsung
CategoryTV
InsightKey product in thecategory (2,5-8%) – fullfocus
Period - SeasonLast 21 days
Focus pointSales promotion
Focus pointRetailer gains or losses
InsightSimple price change canincrease demand more than 5 times.
InsightOne retailer does not need to be the cheapestto win. But competitive.
Mobile phones: running into a peak season and top brand demand,
Apple iPhone product launches, top product price life cycle and milestonesCase 2
Focus pointSales promotions andbrand gains
BrandApple, Samsung, Huawei, Xiaomi
CategoryMobile phones – open market
Period - SeasonOctober – November 2018
Focus pointProduct launch impactxr – 12.9., xs, 21.9., x plus 3.11.
Focus pointProduct demand choices
Case 2Mobile phones: running into a peak season and top brand demand,
Apple iPhone product launches, top product price life cycle and milestones
Case 2
Focus pointSales promotions andbrand gains
BrandApple, Samsung, Huawei, Xiaomi
CategoryMobile phones – open market
Period - SeasonSeptember – November 2018
Focus pointProduct launch impactxr – 12.9., xs, 21.9., x plus 3.11.
Focus pointProduct demand choices
InsightApple just created some buzz but buying focus wason old models
InsightXiaomi and Huawaydemand pre and in theseason.
InsightTop product average andmin price drop (one year) – offical store + other
Mobile phones: running into a peak season and top brand demand,
Apple iPhone product launches, top product price life cycle and milestones
Winter tyers season: market share, marketing activites, paid tests influence, weather influence,
pricing tactics, retailer/brand relationship, shallow marginsCase 3
Focus pointSeasonal consideration
BrandContinental, Sava
CategoryWinter Tyers
Period - SeasonOctober – November 2018
Focus pointAMZS Test, season
Focus pointTOP SKU retailer pricemanagement
Winter tyers season: market share, marketing activites, paid tests influence, weather influence,
pricing tactics, retailer/brand relationship, shallow marginsCase 3
Winter tyers season: market share, marketing activites, paid tests influence, weather influence,
pricing tactics, retailer/brand relationship, shallow marginsCase 3
Focus pointSeasonal consideration
BrandContinental, Sava
CategoryWinter Tyers
Period - SeasonOctober – November 2018
Focus pointAMZS Test, season
Focus pointTOP SKU retailer pricemanagement
InsightSeason it is not over on 15th of November.
Insight
AMZS test release is a peakfor all top brands – be present.
InsightApply sensitive pricing, ifcompetitor change the pricingyou could be impacted.
Key insights value drivers in operational brand/category andpricing management (daily, weekly,…)
Category, Brand/SKU demandprediction and responseAssortment managment, substitution, features
Store/Category performanceCompetitive landscape, sales marketing
activites impact, seasonality
Pricing TacticsPrediction of responses and optimization of margin
You should not just throw the dice when managing your brands or categories.
Find a sweet spot in real time.