可口可乐Putting The Fizz Back Into Soft Drinks Availability.ppt

Putting The Fizz Back Into Soft Drinks Availability Sue Temple – Coca-Cola Enterprises Chris Howarth – Retail Insight Ltd CCE Route to Market and Order Process It is the Shopper’s No1 frustration Fixing availability a big prize for Retailers Fixing CCE availability in Tesco opportunity We had a number of solutions underway We needed to do more at the last 50 yards Introduction to Retail Insight Always Available Overview to Always Available Key Insights 1. Actual availability of CCE brands Average out of stock rate across CCE products is 6.69% (vs 3.2% from our original data audits) with significant variation by brand Key Insights 2 : Out of Stock level by store Individual store performance shows most extreme variation Key to identifying stores requiring additional focus: top bottom performing stores below Key Insights 3: OOS variation by individual day Average out of stock rate varies significantly by day increasing Out of Stocks in line with key trading periods (Fri/Sat) Key Insights 4: OOS variation by time of day Average Out of Stock rate increases across the day Reported OOS rates from agent field visits pre 4pm likely to understate issue Key Insights 5: Average Out of Stock Duration Average duration of Out of Stock is 1.37 days 89% of problems fixed in under 2 days By SKU analysis can paint a different picture Variation in OOS duration is indicative of root cause (as well as audit investigation) as there are more likely causes at each stage Key Insights – Out of Stock duration Variation in duration in OOS performance is significant some stores on sale for all 28 days; some stores 10+ days OOS Correlates exactly to individual category performance within that store Always Available insights into action at store level Weekly coverage of all Extra Supers provided by Coca-Cola Account Execs KPIs monitored and measured - % coverage, # of stores, issue identify fix fate Results by region by Account Exec tracked, ranked published monthly to drive more targeted