Energizer Gains An Analytics Advantage
Consumer products manufacturer Energizer Holdings, Inc. (www.energizerholdings.com) is after the Holy Grail in terms of measuring in-store execution and its cost. But, retail services in the U.S. require a large budget and resource commitment.
“We believed that retail service delivers a positive ROI and should be viewed as a good investment if managed properly, but we did not have the data to support this theory,” explains Jay Setnicka, director of U.S. Retail Operations, Energizer Holdings, Inc.
Energizer was determined to accurately assess the ROI of retail service activities at granular levels. It sought to understand which services drive the most incremental sales and which cost the most to perform. It needed a process and a database to collect and deliver the data in a meaningful way.
“With that, Energizer can deploy resources more effectively to drive sales for customers, make more informed choices about service priorities and
ultimately provide a better ROI for the retailer and Energizer,” says Setnicka.
On the technology front, Energizer launched an innovative partnership with RW3 (www.rw3.com) to utilize data to deliver the right service at each retailer. Initiated within the last year, the ROI process it co-developed is true innovation in retail analytics. During the first phase of the project, Energizer fully integrated all of its retail data into RW3’s BI Suite, from store-level, point-of sale data to retail execution measures and analytics (cost and lift data), and solidified its methodology and process. Now, all of Energizer’s data is in one location and can be assessed anywhere there is a connection.
Allowing users to assess in-store retail execution activities inside key retailers based on accurate, real-time data is showing the potential to be a game changer.
For example, Setnicka says, “One surprising thing we found was an activities effectiveness variance across retailers. In one account, we found a higher payout regarding on-shelf availability and, in the other, a higher ROI on incremental merchandising.”
Energizer is also able to understand the intricate process behind the retail execution mix in a unique retail environment that includes both shelf presence and multiple points of interruption that need to be managed effectively.
“In our analysis, we have found that location and type of displays deliver different sales rates,” says Setnicka. “Now, we can begin to target the right fixtures, displays and promotions by retailer.”
Energizer has also changed its retail service incentive plans to focus more aggressively on activities that drive customers sales and deliver higher ROI.
Since Energizer and RW3 adjusted ROI measures and implemented ROI service metrics, sales rates have shown improvement across channels and customers. While Energizer currently uses the data at a management level, phase two of the project will focus on leveraging the tools with the account and brand teams.
“We want to use the data to be better partners for our retailers. By sharing the data with them, we can partner for improved execution across all retail activities and they can get more out of our retail services,” closes Setnicka.
“We believed that retail service delivers a positive ROI and should be viewed as a good investment if managed properly, but we did not have the data to support this theory,” explains Jay Setnicka, director of U.S. Retail Operations, Energizer Holdings, Inc.
Energizer was determined to accurately assess the ROI of retail service activities at granular levels. It sought to understand which services drive the most incremental sales and which cost the most to perform. It needed a process and a database to collect and deliver the data in a meaningful way.
“With that, Energizer can deploy resources more effectively to drive sales for customers, make more informed choices about service priorities and
ultimately provide a better ROI for the retailer and Energizer,” says Setnicka.
On the technology front, Energizer launched an innovative partnership with RW3 (www.rw3.com) to utilize data to deliver the right service at each retailer. Initiated within the last year, the ROI process it co-developed is true innovation in retail analytics. During the first phase of the project, Energizer fully integrated all of its retail data into RW3’s BI Suite, from store-level, point-of sale data to retail execution measures and analytics (cost and lift data), and solidified its methodology and process. Now, all of Energizer’s data is in one location and can be assessed anywhere there is a connection.
Allowing users to assess in-store retail execution activities inside key retailers based on accurate, real-time data is showing the potential to be a game changer.
For example, Setnicka says, “One surprising thing we found was an activities effectiveness variance across retailers. In one account, we found a higher payout regarding on-shelf availability and, in the other, a higher ROI on incremental merchandising.”
Energizer is also able to understand the intricate process behind the retail execution mix in a unique retail environment that includes both shelf presence and multiple points of interruption that need to be managed effectively.
“In our analysis, we have found that location and type of displays deliver different sales rates,” says Setnicka. “Now, we can begin to target the right fixtures, displays and promotions by retailer.”
Energizer has also changed its retail service incentive plans to focus more aggressively on activities that drive customers sales and deliver higher ROI.
Since Energizer and RW3 adjusted ROI measures and implemented ROI service metrics, sales rates have shown improvement across channels and customers. While Energizer currently uses the data at a management level, phase two of the project will focus on leveraging the tools with the account and brand teams.
“We want to use the data to be better partners for our retailers. By sharing the data with them, we can partner for improved execution across all retail activities and they can get more out of our retail services,” closes Setnicka.