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 StoreScan
Help you comprehend the market terminal.
StoreScan™ is a tool developed by Zdology, which is used to investigate the representation of the products at store level.
Zdology collect and Stat. the comprehensive store information in over 1,000 hypermarket and supermarket in 30 key cities and A cities in the country, so as to help clients to comprehend the representation of the products at store level .
Covered stores: Over 1,000 stores, including the hypermarkets (such as: BJ Hualian, Wal mart, Carrefour, Lotus, etc.), Cash & Carry stores (such as: Metro), supermarkets (such as: Parkn Shop, Trust Mart and so on).
Information collected: Over 50 sorts of information, including 5 aspects: products distribution, display, price, promotion and merchandising tools，such as: the distribution of the SKU, the number of SKU, the face shelf of SKU, the price, the promotion execution, usage of the merchandising tools, commodity direct mail (DM), shop assistants’ recommendation, etc.
In Lin Yun’s office, who is the sales manager in a certain personal care chemicals company?
In the corporate meeting past just now, it discussed in the following several years, the products’ centre way of promotion would be changed from media advertisement to promoting at store level.
Coming back to the office, Lin Yun sat at the chair, looked over outside the window and thought hard: According the situation, our company was wise to make decision to shift the focus to the terminal. Since the market terminal’s position become more and more important, then we have to know more about the information of our products at store level.
But…
Whether our products are distributed at store level .?
How do our products display in the store?
Whether are our products out of stock?
What is the shelf share of our products?
What are the differences between our products and competitive ones?
Are the promotion activities executed at the prescriptive time and in the prescriptive store?
Are the promoters at work at the prescriptive time?
Whether the merchandising tools appear in the store?
……
At this time, there is a knock at the door. It is market manager He Yang. As soon as He Yang comes in, he says: “Lao Lin, you sales department always deal with the retailer. For the information at store level, I have to depend on you.”
Lin Yun can not help but smile: “I am anxious about that. It will be wonderful if there is someone can offer us the market terminal information!”
StoreScan™ aims at helping our clients handle the problem about the products in the market terminal. We can investigate all the massages, that is can be seen in the hypermarkets and supermarkets. Just like the product distribution and stock, product display, price, promotion and merchandising tools and so on. Then offer our clients the basis to handle the marketing problem.
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Step One：Confirm the needs
1. Confirm the massage points: According to the client’s problem faced in the market, confirm the massage points need to be investigated;
2. Confirm the cities: The client choose the cities wanted to be investigated. It can be chosen in 30 key cities and A + B cities in the country;
3. Confirm the periods: According to the client’s needs, confirm the periods, one week is a period cycle.
Step Two: Release the inform
1. Tabulate: According to the client’s needs, format the needed information in a table, like: “store information table”, “products distribution table”, “products display table” and so on;
2. Inform the investigators: After the tabulation, inform all the investigators in each city;
3. Train the investigators: Do the training about how to execute the project, how to fill in the table, tell them alterative information and some notice;
4. Release the table: Send the information table to each investigator in each city.
Step Three：Project execution
1. Investigate the information: According to the table, investigator investigate the information in the store, record the sound and video, take photos;
2. Record the data: After exiting the store, fill in the table;
3. Record the special case: As for the case not wrote in the guidelines, the investigator record it and report it.
Step Four: Information feedback
1. Review the information: The supervisor check the information and entry it;
2. Deliver the table: After the information is checked and logged in, deliver the table;
3. Report the execution: The investigator and supervisor report the job and execution process to Zdology.
Step Five: Clear the data
1. Check the data: Check the data delivered again and verify it with the investigator and supervisor, correct it or do some addition;
2. Count the data table: After checking the data, count the data into relevant summary table, such as: “store information summary table”, “price summary table” and so on;
3. Write data report: Based on the summary table, analyze the data and then write the report;
4. Deliver the report: Deliver the report to the client in time in each period.
How to insure the data’s accuracy?
Supervise the investigators
* Before the investigation, the investigators will hold the local paper at that day and take photos at the entrance of the appointed stores;
* The monitors will supervise and guide the investigators’ job, also receive the feedback of the investigators.
Control the data
* While investigating the stores, the investigators will collect the relevant sound record, video record and photos. All of these materials will be archived, then as the basis for the data checked; * According to the clients’ needs, we can offer them for paid.
StoreScanTM’s characteristics:
1 Wide coverage area
It covers 80% of the market over the country, the data is from over 1,000 different kinds of stores in 30 key cities and A+B cities;
2 Short research period
The information will be collected and recorded in the appointed stores weekly, one week is one period;
3 Diverse info. sorts
The information points collected cover all aspects in the stores;
4 Quick, accurate feedback
After the client confirm the information needed to collect, he can receive the accurate report immediately.
StoreScanTM can offer you immediate and accurate information at store level, of large coverage area in the shortest time, and you only pay a little money.
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StoreScanTM is a tool used to investigate the representation of the products in the hypermarkets and supermarkets. So it is applicable to the industry whose products are sold in the stores, especially to investigate the industries of food, personal care chemicals, home products, household electrical appliances, etc.
Following is the application area of StoreScanTM :
1 Optimize the distribution strategy on the basis of thorough understanding of the distribution of the products and competitive products;
2 Optimize the display position, face shelf, and way of display based on the distribution information in the stores;
3 Track the price of the products and competitive products in the stores, then work out or modify the price strategy immediately;
4 Investigate the products promotion activities and promoters in the stores, make sure the promotion strategy put in practice; 5 Optimize the usage of merchandising tools based on comprehension the information of merchandising tools in the stores.
Case: Price tracking of a certain famous global beverage corporation.
Challenges
Beverage competition is very intense in the market terminal, and the greatest factor is price. But we have no idea about the products price at store level.
Business issues needed to be answered as follow:
* Compared with competitor, our products price is low or high?
* Is our products price stable?
* How much difference of the products price in different kind of stores?
Solutions
Design a scheme of a comprehend price tracking, measured the price of the corporation products in the industry marked by all dimensions.
* Three aspects in the research scheme: store category dimension, key account dimension, price comparison in different time.
* We can help the client: track the price of all beverage products in all hypermarkets and supermarkets in 25 cities which the client is concerned with. We Stat. the price and compare its fluctuation based on store category, client name, different time.
Result
Five days later, the client knows about its own products price, competitive products price and their fluctuation in the stores over the country last week, then rectify its strategy and activity in the stores immediately.
* The client fully recognized the value of the research, and fed back the data to all parts of the market, then improve in-store activities in time.
* At the same time, the client recognized the importance of the project, so it spread the project over more cities and stores.
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