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SPACE AWARE ASSORTMENT
OPTIMIZATION
Saulius Stirbys
ASO leader Baltics
January 2018
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SPACE MANAGEMENT INNOVATIONS
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UNLOCK GROWTH AT THE SHELF
with Nielsen Assortment & Space Optimization Solutions
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This artwork was created using Nielsen data.
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary....
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Conference "Retail Innovations 2018”: „Space aware assortment optimization“, Saulius Stirbys, „Nielsen“, Assortment & Space Optimization Leader Baltics

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Pricer.Lt together with Rise Vilnius invite you to the Conference "Retail Innovations 2018”. During the event there will be introduced these essential topics:
- New retail trends and experts’ insights
- Shopping Evolution
- Lifestyle Changes & Customer Experience
- Digital Strategy
- Social Media Marketing, Social Influencers & Brand Trust
- Hyperconnectivity
- Retail Tech
- Omnichannel retailing
- Smart Grocery Concepts
-Robots, Chatbots, Artificial Intelligence (AI) in Retail

Presentation: „Space aware assortment optimization“, Saulius Stirbys, „Nielsen“, Assortment & Space Optimization Leader Baltics

More: https://pricer.lt/posts/141-retail-innovations-2018-conference-january-30-2018
https://pricer.lt/posts/144-agenda-retail-innovations-2018-conference-january-30-2018

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Conference "Retail Innovations 2018”: „Space aware assortment optimization“, Saulius Stirbys, „Nielsen“, Assortment & Space Optimization Leader Baltics

  1. 1. SPACE AWARE ASSORTMENT OPTIMIZATION Saulius Stirbys ASO leader Baltics January 2018
  2. 2. 2 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. • Market overview • Nielsen innovations • Space-aware assortment optimization
  3. 3. 3 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Copyright©2017TheNielsenCompany.Confidentialandproprietary. MARKET STRUCTURE IN LITHUANIA SETTLED CHANNEL DYNAMICS FMCG – BALTICS 34% 37% 41% 43% 17% 16% 4% 4% 3% 2008 2017 DRUG+PHARM PETR+CONV Gros <100 SSM+SR 100-1000 HM+LSM >1000 19% 30% 47% 47% 22% 16% 5% 3%7% 4% 2008 2017 34% 52% 46% 39% 13% 5%5% 2%3% 2% 2008 2017
  4. 4. 4 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. CHANNEL DYNAMICS IN 2017 Nielsen TSR total 2017. Bubble size – market share. >1000 sq m 400-1000sq m 100-400 sq m Convenience Drug stores Pharmacies -2.0 -1.0 0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 -0.4 -0.3 -0.2 -0.1 0.0 0.1 0.2 0.3 Market share change pp Value change % LY
  5. 5. 5 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Copyright©2017TheNielsenCompany.Confidentialandproprietary. WHERE DID YOU SHOP LAST TIME? CATEGORY FUNDAMENTALS STUDY 2017 BASED ON PURCHASES OF 31 CATEGORIES 39% 14% 13% 10% 8% 2% 5% 2% 1% 5% MAXIMA IKI LIDL NORFA RIMI AIBE OTHER STORES OPEN MARKET INTERNET OTHER CHANNELS
  6. 6. 6 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. FMCG MARKET DYNAMICS *Lithuania Modern Trade – scanning data excl Norfa, LIDL Change vs. the same period last year; Nielsen measured food and near-food categories, excluding cigarettes. 2.6 1.4 2.1 1.7 2.8 8.0 5.5 9.3 8.8 9.1 1.9 2.9 1.8 -0.4 -3.4 -5.9 -8.9 -6.4 -4.0 -4.4 4.5 4.4 3.9 1.4 -0.5 2.1 -3.4 2.9 4.8 4.7 -9.0 -7.0 -5.0 -3.0 -1.0 1.0 3.0 5.0 7.0 9.0 2012 2013 2014 2015 2016 2017 Q1 2017 Q2 2017 Q3 2017 Q4 2017 UNIT VALUE CHANGE VOLUME CHANGE NOMINAL VALUE GROWTH
  7. 7. 7 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Copyright©2017TheNielsenCompany.Confidentialandproprietary. SALES CHANGE % IN CATEGORY GROUPS 2017 vs. 2016 -5.6 -17.1 -2.8 -12.5 -1.9 -0.2 -0.3 2.1 -4.6 3.1 2.9 -6.1 -0.7 0.4 3.5 -1.9 1.8 11.4 3.8 2.0 -2.5 2.3 -2.3 7.4 3.9 -4.2 2.1 0.6 Dairy Strong Alcohol Processed Meat and Fish Light Alcohol Non-Alcoholic Ready To Drink… Confectionery Food preparation and condiments Coffee Tea and Cocoa Drinks Bakery Snacks Pet care Cereal Products Frozen Food Baby Food -7.7 -1.6 2.8 0.2 -0.1 2.8 -2.1 0.5 Tobacco products Personal Care Household products Paper/Rolls/Serviet tes Volume change Value change
  8. 8. 8 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Copyright©2017TheNielsenCompany.Confidentialandproprietary. MAIN CONCERN – INCREASING FOOD PRICES Q3 2013 Q3 2014 Q3 2015 Q3 2016 Q3 2017 Health Increasing food prices Children education Q3 2013 Q3 2014 Q3 2015 Q3 2016 Q3 2017 Health Increasing food prices Increasing utility bills Q3 2013 Q3 2014 Q3 2015 Q3 2016 Q3 2017 Health Increasing food prices Economy
  9. 9. 9 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Copyright©2017TheNielsenCompany.Confidentialandproprietary. MORE PEOPLE PUTTING INTO SAVINGS 2017 Q3 54% % change habits to save 33% 21% 39% 20% Put into savings Do not have spare cash
  10. 10. 10 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Copyright©2017TheNielsenCompany.Confidentialandproprietary. BRAND LOYALTY VS PROMO HUNTING 34% Loyal to brands Promotions do not change their brand choice or buy on promos only when they like brand. 66% Promo hunters Change stores, actively search for promotions, buy different brands which are promoted.
  11. 11. 11 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Copyright©2017TheNielsenCompany.Confidentialandproprietary. PROMO SHARE IN LITHUANIA DECLINED +1 p.p. -6 p.p. -1 p.p. -1 p.p. 59% 54% 46% 45% 45% 44% 41% 39% 36% 35% 35% 35% 34% 32% 30% 29% 27% 26% 21% 16% 15% SLOVAKIA CZECHREPUBLIC PORTUGAL HUNGARY RUSSIA* LATVIA LITHUANIA AUSTRIA ESTONIA GREECE* ITALY DENMARK UK POLAND SWITZERLAND* EUROPE TURKEY NETHERLANDS GERMANY SPAIN NORWAY
  12. 12. 12 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Copyright©2017TheNielsenCompany.Confidentialandproprietary. 33 38 42 45 46 45 43 49 49 52 52 53 44 50 53 49 41 25 38 40 42 40 42 39 47 53 55 51 53 49 20 25 30 35 40 45 50 55 2012 2013 2014 2015 2016 YTD TY PROMO SHARE ACROSS CATEGORIES Alcoholic drinks Personal care Food Household Non alco drinks %
  13. 13. 13 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. Nielsen retail measurement data 91% 77% 65% 92% 80% 69% 89% 78% 66% 9% 14% 12% 8% 12% 10% 11% 15% 12% 9% 13% 8% 12% 8% 12% 10% 9% 10% 2014 2015 2016 2014 2015 2016 2014 2015 2016 2016 NEW PRODUCTS 2015 NEW PRODUCTS 2014 NEW PRODUCTS ESTABLISHED PRODUCTS 13 780 18 636 17 233 Val % shr of total FMCG RE-INNOVATING ASSORTMENT New products in 2016
  14. 14. 14 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Copyright©2017TheNielsenCompany.Confidentialandproprietary. Vodka Brandy / Cognac Beer Wine Juices / Nectars Carbonated Soft Drinks Bottled Mineral Water Coffee Processed Meat Products Fresh Meat Bread Chocolate / Chocolate sweets Milk / Kefir Butter / Margarine Yogurt Cheese Curd Countlines / Quark Curd Desserts Grains / Cereal Flakes Baby Food Shampoos Face & Body Skin Care products Hygienic Paper Laundry Detergents Pet food Source : Consumer Research & SCANTRACK NEW PRODUCT LAUNCH IN LITHUANIA MANY CHANGES, NOTICED CHANGES % new sku’s introduced in past year CONSUMERPERCEPTIONOF CATEGORYINNOVATION/CHANGE MANY CHANGES, UNNOTICEDLESS CHANGES, UNNOTICED LESS CHANGES, NOTICED
  15. 15. 15 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Copyright©2017TheNielsenCompany.Confidentialandproprietary. RANK #5RANK #4 Friend or family told me about it Saw it in a store Active internet searching TV ad Received a free sample Newspaper or magazine Brand/manufacturer website Expert told me about it Social media posting Internet ads 58% 56% 48% 45% 38% 27% 26% 23% 20% 19% RANK #3RANK #1 RANK #2 TOP SOURCES OF NEW PRODUCT DISCOVERY FOR EUROPEAN CONSUMERS STORE IS A KEY DRIVER OF NEW PRODUCT DISCOVERY Source: Nielsen Global Innovation Survey, 2015
  16. 16. 16 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Copyright©2017TheNielsenCompany.Confidentialandproprietary. FINAL DECISION IS MADE IN THE STORE „I always plan what to buy before going to store “ LT - 78% LV - 64% EE - 72% LT - 77% LV – 58% EE - 63% „Although I plan, I always end up buying additional groceries“
  17. 17. 18 SPACE MANAGEMENT INNOVATIONS
  18. 18. 19 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Copyright©2017TheNielsenCompany.Confidentialand proprietary. SPACEMAN V12 Manage stock levels, visualize layouts, evaluate performance, create custom reports, integrates with clients‘ databases, replenishment systems.
  19. 19. 20 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Copyright©2017TheNielsenCompany.Confidentialand proprietary. NEW IN 2017 – SPACEMAN AUTOMATION 1. PRIORITY 2. BLOCKS 3. ORDER 4. FACINGS 5. MIN/MAX 6. ADVANCED 7. PLACE STORE 1 STORE 2
  20. 20. 21 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. NEW IN 2018: MOBILE SHELF PLANNER TRACK Measure both execution and sales performance against plan Finalize and publish live planograms easily and efficiently. IMPLEMENT Push live, interactive planograms to store personnel, allowing feedback on execution vs. plan PUBLISH
  21. 21. 22 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. NEW IN 2018: MOBILE SHELF PLANNER
  22. 22. UNLOCK GROWTH AT THE SHELF with Nielsen Assortment & Space Optimization Solutions
  23. 23. 24 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Copyright©2017TheNielsenCompany.Confidentialand proprietary. BUSINESS CASES • “Select best assortment fitting into the current fixture” • “If we expand total/reduce the category space by one bay which would be the best assortment and what are its expected sales?” • “In order to build my planogram, how much % space should I give to each segment? And to each brand?” • “What is the ideal stock on shelf and facings by SKU in the proposal? • “ I want to have the best combination of items fitting into the current fixture, but locking in some items”
  24. 24. 25 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Copyright©2017TheNielsenCompany.Confidentialandproprietary. WHAT IS ASO? ✓ SPACE-AWARE ASSORTMENT OPTIMIZES RANGE AND SPACE SEAMLESSLY ✓ PREDICTIVE ANALYTICS - MAKE SMARTER & FASTER BUSINESS DECISIONS ✓ DATA - REFRESHED AND AVAILABLE TO DRIVE NEW MODELS AS NEEDED – FULL USE OF MARKET AND RETAILER DATA ✓ ONE TOOL INSTEAD OF MANY - ACCESS ONE PORTAL VIA THE CLOUD (SAAS) FOR EASY COLLABORATION ✓ LINKS DIRECTLY TO PLANOGRAM SOFTWARE
  25. 25. 26 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Copyright©2017TheNielsenCompany.Confidentialand proprietary. SOLVING COMPLEXITY THROUGH EXCELLENT ANALYTICS
  26. 26. 27 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Copyright©2017TheNielsenCompany.Confidentialandproprietary. ASSORTMENT POTENTIAL
  27. 27. 28 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Copyright©2017TheNielsenCompany.Confidentialandproprietary. IMAGINE IF YOU COULD OPTIMIZE ASSORTMENT AND SPACE AT THE SAME TIME Wrong mix and stock by product 40 items Potential Sales: $5,990 OOS Loss: $440 Right mix and stock by product 39 items Potential Sales: $6,100 OOS Loss: $0.00 864 802 814 877 661
  28. 28. 29 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Copyright©2017TheNielsenCompany.Confidentialandproprietary. CATEGORY BRAND FLAVOUR SKU CATEGORY BRAND FLAVOUR SKU EXAMPLE A EXAMPLE B Which flavours are most incremental to the category? Where should we look to develop? Within our brand, which flavours should have a larger share of the assortment? THE “TREE STRUCTURE” DETERMINES HOW YOU CAN ADDRESS DIFFERENT BUSINESS ISSUES
  29. 29. 30 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. PREDICTIVE, CONTINUOUS ANALYTICS Integrated with Nielsen’s retail measurement data, gives the ability to optimize assortment plans against the latest sales data, and track sales performance on an ongoing basis, resulting in more accurate and better plan, using best-in-class predictive analytics.
  30. 30. 31 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. EASY TEAM COLLABORATION & PUBLISHING Easy to share results, story, recommendations and get feedback from your team.
  31. 31. 32 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Copyright©2017TheNielsenCompany.Confidentialandproprietary. ASO KEY BENEFITS ANALYSIS OPTIMIZATION ACTIVATION ➔ Assortment Potential ➔ Incremental Impact ➔ Incremental Contribution ➔ Category Performance ➔ Space to Sales Analysis ➔ What if scenario building ➔ Product add/drop ➔ Complex rules based scenarios ➔ Optimisation comparison ➔ Planogram creation ➔ Assortment Tracking
  32. 32. 33 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. MAKING PEOPLE WANT OUR STUFF
  33. 33. 34 Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute.Copyright©2017TheNielsenCompany(US),LLC.Confidentialandproprietary.Donotdistribute. MAKING STUFF THAT PEOPLE WANT
  34. 34. This artwork was created using Nielsen data. Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

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