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THRIFTY FOODS Price Audit System Analysis Guide Prepared by:

THRIFTY FOODS Price Audit System Analysis Guide Prepared by: MCA - Merchandising Consultants Associates September 20, 2013. Contents Slide. MCA – Who we are? 4 Key Features 5 Overview of Price Collection Process 6

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THRIFTY FOODS Price Audit System Analysis Guide Prepared by:

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  1. THRIFTY FOODS Price Audit System Analysis Guide Prepared by: MCA - Merchandising Consultants Associates September 20, 2013

  2. ContentsSlide • MCA – Who we are? 4 • Key Features 5 • Overview of Price Collection Process 6 • User Levels 9 • Access to the Thrifty Foods Price Audit System 10 • Main Page 11 • Navigation through menus 12 • Client Manager 13 • Classification of Reports 17 • Viewing Reports 18 • Special Indicators 19 • YOUR REPORTS - Regular Retail Index 20 • YOUR REPORTS - Pricing Detail Report 21 • YOUR REPORTS - Zone Strategy Report 22 • YOUR REPORTS - Pricing Strategy Report 23 • YOUR REPORTS - History Basket Analysis Report 24

  3. ContentsSlide • YOUR REPORTS - Price Comparison Report 25 • GRAPH REPORTS - Basket Index comparison Graph            26 • ADVANCED REPORTS                       27 • Drill-Down by Store, Dept., Category, Detail      28 • ADVANCED: Current Reports       31 • CURRENT REPORTS - Highs and Lows By Category 34 • Key Category Index Report                                                 35 • ADVANCED REPORTS: Trend Reports    36 • TREND REPORTS – ITEM ANALYSIS 38 • Summary       39 • Contact information 40

  4. 4 MCA – Who we are? • MCA – Merchandising Consultants Associates is a 3rd party merchandising company that provides national coverage, is privately held and Canadian owned • MCA has been in business for 22+ years and has a long term partnership with the following companies: J&J, BIC, Hallmark, CTC, Walmart, Metro, Food Basics, Sobeys (3 regions) and Pet Valu • MCA’s trained field force consists of 22 Regional Managers/Working Supervisors and 1,200+ Field Reps • MCA provides a number of Key services to its clients such as: • New store set up and renovations • Annual planogram reset programs • Category merchandising • Fixture / Signage installation • Consumer Education programs • Mystery Shops • In addition to merchandising coverage, MCA also provides a competitive price audit service that is recognized as the “best” available in Canada whose main focus is based on providing: • Accuracy • Completeness • Timely Audits • The MCA price collection web based analytical tool enables retail managers at multi levels to conduct Competitive Price Analysis at the touch of a key, using current and trending pricing information

  5. 5 Key Features • Offers valuable assistance to the Thrifty Foods management team to view the price audit results achieved by the MCA representatives and analyze their business at retail • Available 24/7 • Offers “Advanced” reports with drill-down capability that generate Graphs as well as Tabular reports • Password and PIN# protected • Easily accessible and user-friendly • Provides multi-level based analysis • Flexible to view the price audit information • Able to match “Staple” items • Able to view prices against multiple competitors

  6. 6 Overview of Price Collection Process A. ITEM FILE • The new item file for each of the 3 zones required to audit is sent to MCA on the required excel template as provided by MCA via e-mail • The item file contains the following information: • Dept Number and Name • Category Manager Designation • Category Number and Name • Internal / Article Number • UPC CODE • Product Description • Size • Tier Information – KVI / Key / Base (Background) • Unit Movement if applicable • Shop Date • Client Retail • The 3 Thrifty Food zones are as follows: • Zone 1 – Victoria • Zone 2 – Nanaimo • Zone 3 – Lower Mainland • The item file is then converted through MCA’s Web Based Price Reporting tool into a TXT format

  7. 7 Overview of Price Collection Process contd... B. SHOP FILE • The item file is then sent to all auditors electronically via the internet prior to the next scheduled audit date • During the collection process, MCA provides the full pricing picture by capturing the following competitive retail information: • Regular • In Store Promotional Activity • Flyer Pricing • Multiple • Club Product Question Form: • Auditors are provided with a form to be used to record the product information for items that the competitor store carries that may be used to replace the requested items that are not found in their audit stores • The Product Question Form is then sent to Thrifty’s for their feedback on whether or not these products can be used to replace the requested item Comparable Chart: • Once MCA receives Thrifty’s product comments on alternative items to use, this information is then populated onto the Comparable Chart which is then sent to all field auditors • The purpose of the Comparable Chart is two-fold; not only does it provide the answers to the auditor’s product questions but it also increases the % of completion • Delivering this information offers each client with the insight necessary for strategic decisions that will maximize sales, profits and market share

  8. 8 Overview of Price Collection Process contd... • Completed price audits are data entered on the web based reporting tool • The individual shop files are collected and an edit and verification check is conducted at MCA Head Office before the competitive information is posted on the web • The MCA Price Management Software, facilitates price analysis and provides drill down functionality which is illustrated further into this document

  9. 9 USER LEVELS • Thrifty Foods Price Audit Web System is customized to organizational levels • The Client level has the access to view the final price audit reports • The Client Manager level has the access to the price audit reports as well as to verify and make changes to the audit prices

  10. 10 Access to the Thrifty Foods Price Audit System To access the Thrifty Foods price audit web reporting tool: • Go to the link: http://209.29.131.203/thrifty/Logon.aspx • Enter the username and password provided to you • Then click on in the Thrifty Foods price audit access page or press Enter on your keyboard

  11. 11 Main Page • Once you log in, you will be taken to the main page of the Thrifty Foods price audit web system • The illustrations below are the snapshots of the client and client manager main page • The client manager has two additional options i.e. to ‘Verify Audit’ and to create ‘SAP File’ Client Main Page Client Manager Main Page

  12. 12 Navigation through Menus • Each main menu contains different sub-menus listing the various reports that can be generated in these sections providing diverse set of competitive retail pricing information Main Menu Sub-Menus

  13. 13 Client Manager – Verify Audit • The Verify Audit feature will allow the client manager to make the required changes to the prices collected by the MCA auditors • By selecting a specific audit date, a list of UPCs of the items will be generated where the competitor retail resulted with a 30% variance compared to Thrifty Foods retail • The client manager also has the option to enter a UPC number in order to view the competitive prices for that specific item • Click to view the results • After making the changes, the client manager can save the changes by selecting and then match the staple items

  14. 14 Client Manager – Verify Audit Match Staple Items • In order for MCA to provide this functionality, Thrifty’s is required to provide MCA with a table that contains a listing of Staple items and their retails • By selecting , the system automatically changes the retails for these products as indicated on the “Staple” table Reset Staple Items • This function is used after matching the staple items • By selecting , the system converts the retails back to the original retails recorded by the MCA auditors

  15. 15 Client Manager – Verify Audit contd.. • Double click on the first UPC number within the listing to view the audit prices for that specific item for all retailers shopped on the selected date • The tabular chart includes the Thrifty retail, competitor prices, competitor indicators and product comments; the audit prices highlighted in yellow are the prices that are off the variance • The system offers a Look Up feature that illustrates the price history of the last five audits of that particular product for that specific store • The Rep Comment column represents any additional product information recorded by the field auditors UPCs Total number of UPCs

  16. 16 Client Manager – SAP File • The SAP file menu will allow you to generate a report (in text format) for a particular audit date, that you can upload into your SAP system • This text file contains the UPC number, store number, competitor retail information, indicator and the shop date • After selecting audit date, and by selecting ,the system will generate the SAP that can then be loaded onto the Thrifty Foods internal reporting system

  17. Advanced Reports Current Reports • All Items • Key Items • Key Category Trend Reports • All Items • Key Items 17 Classification of Reports Your Reports Graph Reports • Basket Index Comparison • Regular index • Pricing Detail • Zone Strategy • Pricing Strategy • History Basket Index Analysis • Price Comparison

  18. 18 Viewing Reports • Reports can be viewed in the table or graph formats. The reports in a table form have the option to either print or export to EXCEL, WORD, PDF • Reports can be filtered by banner, retailer store, tier, (KVI, Key, Background) specific zone or all zones, category manager, total category and by category description • 'Your Reports' and 'Graph Reports' are the basic reports that generate the results by the selection of Shop Date; whereas the History Basket Analysis report in the “Your Reports” section allows you to generate reports over a period of time by selecting the Start Date and End Date • 'Advanced Reports' will allow you to view the elaborated current or trending reports • The reporting process is user friendly; by following these 3 steps you will be able to generate reports based on your selection: • Determine the information required to capture on your report • Make your selections by choosing the various filters available • Select to generate your report

  19. Special Indicators 19 Listed below are the various indicators that can be found in the reports: • X – not carried nor an approved comparable found • AD – Flyer or in store special • T – Two For One • G – Buy One Get One Free • C – Club Price

  20. 20 YOUR REPORTS - Regular Retail Index • This report which is based on the regular retails only, shows the average of all the competitors for the selected shop date • The report can be filtered by CMD, by Tier, Total Category and/or Category • By default, it is run by Zone; but can also be run by Store

  21. YOUR REPORTS - Pricing Detail 21 • Generates a report listing the competitor retail and index, auditor comments and the special indicator (if any) recorded on the selected Shop Date • For the item that has not been carried or found, the Thrifty Foods retail price is included in the index calculator; the analyst can export this report into excel and can ignore that item altogether when calculating the basket index • The web reporting tool flags the competitor retails in ‘Red’ that are less than Thrifty Foods retail price • At this time, Thrifty’s does not provide information required to generate the reports filtered by ‘Segments’

  22. YOUR REPORTS - Zone Strategy 22 • Zone Strategy Report is based on; current, previous and the index for the last 3 rounds of audits of the selected zones or banners • It can be viewed by either including Total, AD (promo) or regular retails • Total price is always seen regardless whether you select Ad or Regular price • By default, it is run by Zone; can also be run by Store

  23. YOUR REPORTS - Pricing Strategy 23 • This report displays the total price index as well as Feature/Promo retail index removed by zone(s) or retailers, for Total or selected categories • Numerous reports can be generated by selecting the various filters available • Also shows the rolling average based on 3-week period

  24. YOUR REPORTS - History Basket Analysis 24 • This report shows the result within the selected range of shop dates based on the basket of items as selected in the Total Category/Category filters • By default, it is run by Tier; can also be generated by Date

  25. YOUR REPORTS - Price Comparison 25 • This report is similar to the Pricing Detail report • The report calculates the difference between the current and previous competitor retail: Current – previous retail

  26. GRAPH REPORTS - Basket Index Comparison 26 • This report generates the graphing results that compare the basket index over the different category manager's and total categories • The graph report will allow you to click on a specific category manager bar that will then provide you with the pricing detail report • This report will contain competitive information based on the selected shop date, for the category and items that fall under the selected category manager • In the Pricing Detail report, prices in red indicate that the competitor price is less than the Thrifty Foods retail price

  27. Advanced Reports 27 • Advanced reports will generate more elaborated reports in table as well as graphing form • Shows the upper limit, lower limit and the basket index in percentage on the graph • On clicking ‘Return’, this will redirect you to the main page of Price Audit System • This section provides you with the functionality to generate two classified reports: 1) Current Reports 2) Trend Reports

  28. Banner Store Department Total Category Detail Drill-Down Capability of Graphs 28 • The graphing feature of advanced reports allow you to drill-down the results by clicking on the bars from Banner to Store, Department, Category, and Detail Report of that category Banner Banner Banner Banner Banner Store level Store level Store level Store level Store level Department level Department level Department level Department level DRILL - DOWN LEVELS Total Category level Total Category level Total Category level Detail level Detail level

  29. Drill-Down Capability of Graphs contd.. 29 • Drill down of current audit report by banner to … Store Level Department Level

  30. Drill-Down Capability of Graphs contd… 30 Total Category Level Detail Level

  31. ADVANCED REPORTS - Current 31 Current Reports – All Items and Key Items Overview by Banner Highs and Lows Current Reports – Key Category Key Index Category • The results are generated for the most recent Shop Date • Compare results versus internal pricing strategy for full baskets and key items • Overview by Banner generates the graphing report and allows the user to drill-down the result by banner, by store, by department, by category, by detail report (Example is shown in slide 32) • The Highs and Lows generates all of the categories that are higher or lower than the internal price strategies for the most recent Shop Date. Pricing Detail Report can be viewed by clicking on the specific category. Retails in “RED” indicates that the competitor’s price is lower in comparison to Thrifty’s retail. • Key Index Categorygenerates report based on your top ranked categories. Report is based on the results versus competition in the ranked order (as provided by Thrifty Foods) for the current shop date for any competitor. Click on any category to drill down to the individual items (Pricing Detail Report) collected against the selected category.

  32. Current Reports – Overview By Banner 32 • Shows the results based on the comparison of the Thrifty Foods Basket vs. Competitor Basket on the most recent shop date • Drill-down capability by store, by department, by category, by detail report Higher limit Index Lower limit

  33. Detail Report 33 • Provides an item analysis for products pertaining to the selected category for a selected shop date • The competitor information provided on this report is as follows • Current retail • Special indicators (if applicable) • Competitor Basket • Price index • The regular price column lists the last “regular” retail recorded • The calculation is based on with/without unit movement depending on the selection; If it is selected as ‘Yes’, then it shows UM:1 and vice-versa Competitor retail x Unit Movement = Competitor Basket 4.00 x 4.61 = 18.44 Our Basket/Competitor Basket = Price Index 22.08/18.44 = 119.75%

  34. Highs and Lows 34 • This report illustrates the analysis of categories that are higher or lower than your internal price strategies • Allows to drill down to item level (Detail Report)

  35. Key Category Index Report 35 • In this report, categories are ranked from 1 to 10 as chosen by you • The category ranked as 1 is implied as the highest priority of the user • Report will show you results versus competition in the ranked order for the current shop date for any competitor • In theexample as listed below the report is generated by filtering the result for the Total category to ‘Total Dairy’ where it shows the ranking for the category in the left • Click on any category to drill down to the individual items collected in that category (Pricing Detail Report)

  36. ADVANCED REPORTS - Trend 36 • Ability to follow trends by banner, store or category over a period of time • The results are generated as a line graph where each line is represented as a different banner • By placing the cursor on an intersection point for a specific audit date, the system will display the respective banner, Shop Date and the basket index • Like in Current reports, this graph also provides you with the drill-down feature • By clicking on the intersection point you are able to generate the graph by banner, store, department, category and item analysis Trend Reports – All Items and Key Items menus By Banner By Store By Department By Category Item Analysis

  37. Trend Reports (All Items) - Market Basket Reports by Banner 37

  38. 38 Trend Reports – Item Analysis • Provides a history of an item analysis for selected specific product pertaining to the selected category over a period of time • The competitor information provided on this report is as follows • Current retail • Special indicators (if applicable) • The web reporting tool flags the competitor retails in ‘Red’ that are less than Thrifty Foods retail price

  39. 39 Summary • MCA’s Web Based Price Collection Analysis Tool is the most advanced in today’s market and was designed to meet the needs of Thrifty Foods • It offers significant superiority in terms of: • Accuracy • Easy To Use • Timeliness (speed of delivery) • Quick Analytical Tools and Reports • The Price Analysis tools main features are to provide Thrifty Foods with: • Graphical and Tabular Reports • Pricing Strategy Input • Key Item Review • Current and Trending Analysis MCA encourages all users to take advantage and explore the vast number of reports that can be generated from this web based analytical tool whose objective is to provide Thrifty Foods with the retail information required to maintain a competitive edge in the grocery market.

  40. 40 Contact Information Jo-Anne Santo Business Manager - Price Audits MCA-Merchandising Consultants Associates Tel: 1-800-465-4755 ext. 228 E-mail: joanne@mca.ca Anthony Flagiello Account Manager - Price Audits MCA-Merchandising Consultants Associates Tel: 1-800-465-4755 ext. 239 E-mail: anthony@mca.ca

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