WINNING TOGETHER WITH SHOPPER: IT-‐TOOLS for OSA Growth in FMCG Alexander Bondarenko Perfect Store & Execu5on Manager Unilever Russia Ukraine Belarus Structure 1. OSA Benefits 2. IT-‐Tools overview and examples 3. Summary OUT OF STOCK? Substitute – Different Brand Substitute – Same Brand 14% 48% 14% 24% 20% Retailer Loss Delay Purchase 28% Do not purchase item 34% Supplier Loss Buy item at a different store How do shoppers react when they can not find products on shelf? . Pie chart showing a research of internaWonal IGD survey OSA Benefits ü Increase penetra,on of a category/ brand ü Increase basket value of a shopper ü Improve loyalty to retailer . Tool: Retail Audit (sales force/ 3rd party) Unilever ImplementaWon Pros Cons Detailed Where reports (any # of surveys available) High cost of audit Russia START CALL: OSA All channels and categories Human actor/ fraud risks How Tea on sfhelf? Are the following audit Omo 1KG: Yes Results Complex KPIs calculaWon Axe 140g: No OSA 95.5% (+3.5%) aber Complex IT integraWon 6 months Knorr Soup – Liver 24g: Yes Hellmanns Mayo 1KG: Yes Save назад проект Tool: Distributor Management System Unilever ImplementaWon Pros Cons Online Where data and reporWng No visibility control, OSA Ukraine tolerance adjustment No fraud risks (sales based How audit) Applicable only to outlet-‐ All distributors, based distribuWon channels TradiWonal Trade Low monthly cost Results Complex IT integraWon and OSA 90% (c+8%) deployment ost aber 9 months Tool: Photo Reports Unilever ImplementaWon Pros Cons Visual Where KPIs check Visual shelf analysis based on China captured photo Easy to implement How No fraud from the field (in Results case SFA tool implemented) High cost of audit (many FTE) HPC categories Slow and simple reporWng OSA 94% (+1.5%) aber 3 months Human factor risk Tool: Digital Shelf Measurement Unilever ImplementaWon Pros AutomaWc shelf analysis Where based on captured photo Cons Image recogniWon success rate Turkey Low cost of audit compared to TradiWonal Trade complexity How Deodorant category manual Results Immediate reporWng OSA n9ot 6% (+3%) Does work in all aber 3 categories months Complex KPIs calculaWon Few mature vendors Tool: Electronic-‐POS Analysis Unilever ImplementaWon Pros Cons AutomaWc OSA analysis based Where on sell-‐out data No visibility audit Low cost of audit compared to How manual Data sharing with supplier: All categories agreement from retailer Immediate reporWng and alerts Daily data availability Results Complex KPIs calculaWon US, WalMart OSA 98.5% (+4%) aber 6 Complex IT integraWon to months internal systems Summary ü Balance for all trade channels ü Budget and policies ü Global vs. Local soluWon ü Governance and performance metrics Thank !
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