Accenture Perfect SalesPart of the Accenture Commercial Services for Consumer Goods Business Service

Winning the War

in the Store

by Optimizing

Field-based

Sales Activities

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Based on our industry experience, Accenture

understands that poor execution at the point

of sale can contribute to lost sales of up

to 14 percent. For context, consumers are

indicating that their loyalty toward brands

is low, and that in-store purchases are still

largely based on impulse decisions.

To support the need to capitalize on

hyper-growth specifically in emerging

markets, and to maximize profitability

across all markets, CPG companies have

three clear objectives:

• To know what to target consistently and

accurately to drive success

• To have the capabilities to enable the

field-based sales activities that support

these targets

• To have the capabilities to measure

and optimize their performance in near–

real time

CPG companies must execute well across

a number of channel variables that can

vary significantly by region and country,

including developed markets versus

emerging markets, modern trade versus

traditional trade and direct versus indirect

distribution.

They must also measure execution to

drive improvements, which has its own

challenges, including:

• A broad-ranging number of outlets,

depending on market context

• Granularity and timeliness of data

received in the field, including internal

and third party

• How performance is being measured by

people who execute, putting pressure on

the veracity and objectivity

• Blind spots created by geographic constraints

linked to headcount and cost models

In summary, CPG companies need the ability

to develop more perfect points of sale in

which their brands are displayed and sold,

and they need to develop and apply insights

more systematically in support of that goal.

Accenture Perfect Sales is part of the

Accenture Commercial Services for

Consumer Goods business service, and

combines distinctive industry capabilities

and business consulting with hosted

technology, analytics insights and skilled

knowledge workers who manage the

processes as a service, operating as an

extension of our client’s organization.

Accenture Perfect Sales integrates key sales

and merchandising capabilities, enabling

CPG companies to achieve up to 30 percent

improvement in trade performance at

the same cost, and providing a new and

objective way of measuring and optimizing

sales performance within an operationally

excellent service model.

The external environment is changing dramatically for today’s consumer packaged goods (CPG) companies, creating many

new opportunities and threats that the organization must address. In the commercial arena, organizations need to develop

strong and distinctive capabilities that can enable insights to action, drive innovation in marketing and help win the war in

the store.

For CPG companies, winning the war in the store can be distilled down to the ability to drive consistent execution against a

perfect store ideal, and generate new perfect store execution in additional points of sale. They must do so all within a time,

talent, and financially constrained environment, and with relevance across different market Archetypes.1

Measurement and optimization are at the

core of Accenture Perfect Sales. This service

offering has a common set of execution-

based measures related to the perfect

point of sale. It enables better field-based

data capture, improving the quality and

timeliness of the data. This allows the CPG

company and/or its distributors to take

immediate corrective actions and unlock

the value.

1. Archetype: A grouping of markets that share a

common commercial success model and similar

characteristics and capabilities that the CPG must

understand and respond to in order to win.

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Reduce cost of sales. The service

optimizes the time spent collecting data

in the field, reduces reporting time and

sales administration, and reduces working

capital requirements.

Improve predictability. We enhance

forecast accuracy, adopt common sales

methods and increase in-store and market

understanding through analytic insights.

By bundling key sales and merchandising

capabilities, analytic insights and hosted

technology, and managing them as a service.

Leveraging Accenture’s investments in

industry-leading, proprietary software that

we host on the cloud helps CPG companies

reduce up-front costs, get started quickly

and ramp up sales force capabilities at scale

and at pace, without the need to build and

deploy the infrastructure.

This business services model enables clients

to turn on capability with a competitive

per-user price point that can reduce with

scale. In addition, Accenture Perfect Sales

can extend to value-based optional services

that involve optimizing different steps

within the sales process including coverage

planning, cross-sell, up-sell and out-of-

stock predictions.

Accenture Perfect Sales aims to enable

a subset of potential service users as

rapidly as possible to drive experience and

results within a three-month window.

We work with clients to determine a pilot

• User connectivity/telco

• Telecoms expense management

Value-based optimisation services

• Market archetype segmentation

• Distributor segmentation

• Retailer/outlet segmentation

• Sales channel resource allocation

• Cross-sell/up-sell recommendations

• Out of stock predictions

• Trade space optimisation

• In-store activity optimisation

Data Management, Reporting and

Analytics Services (standalone)

• Supporting distributors and their sales

teams

• Supporting the merchandising field-force

operations

Outsourcing Services

• Recruitment process outsourcing

• Field personnel outsourcing

Accenture Perfect Sales is targeting a 30

percent improvement in trade performance

that, in turn, can unlock incremental sales

for both the manufacturer and distributor.

Increase revenue. Clients can optimize

key revenue drivers, including availability,

visibility, distribution and compliance,

while improving forecast accuracy,

coverage and influence.

Accenture Perfect Sales helps CPG

companies win the war in store by enabling

effective sales channels.

Core service components include:

• Accenture CAS software hosted on the

Cloud (merchandiser, retail execution,

distributor management and sales)

• Digital image recognition/Accenture CAS

Digital Merchandising Service

• Integrated reporting and KPI dashboards

• Standard optimization capability where

analytic insights are delivered as a service

• Mobile device management

• Service management

• Train the trainer

Optional service components include:

Field Personnel Capability Enablement

• Talent and capability attribute assessment

• Learning academy (managed content

library)

• Incentive compensation planning and

management

• Mobile field-force learning apps

Device Procurement and Connectivity

• Multi-device leasing arrangements

• Level 1 user support through Regional

partners

• Full device warranty and repair/replace

channel scope and work to enable users,

track performance and validate benefits

such that the service can be scaled with

confidence at the end of the pilot period.

A global leader in consumer goods

consulting, Accenture brings decades

of experience, research and thought

leadership to give clients an advantage

when executing sales. These are just some

of the ways how:

World-class consultants. For decades,

Accenture has been a leader in assisting

FORTUNE Global 100 clients with sales

strategy, planning and execution. In

addition to a robust knowledge base in

our dedicated CPG and retail groups, our

talented team members bring real-world

sales and marketing experience. Accenture

works directly with the client’s team to

assist in judgment-based decision-making

and ensure the client is continually

gaining the maximum benefit from

the service. Accenture can also provide

strategic management and organizational

effectiveness coaching to help CPG

manufacturers achieve optimum sales

performance.

Leading software. Accenture owns and

develops software targeted for the CPG

sector. Our industry-leading Accenture

CAS retail execution and merchandising

software automates processes and provides

performance visibility with a lower cost

of entry. By providing the hardware and

hosting the technology as a comprehensive

service, CPG companies can reduce their

up-front investment and risk with a per-

user charge.

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A new service offering from the Accenture Commercial Services for Consumer Goods business service that enables CPG companies to

achieve a 30% improvement in trade performance at the same cost, providing a new and objective way of measuring and optimizing field-

based sales activities.

Core service components

• Accenture CAS software hosted in the cloud (merchandiser, retail execution, distributor management and sales)

• Digital image recognition/Accenture CAS Digital Merchandising Service

• Integrated reporting and KPI dashboards

• Standard optimization capability

• Mobile device management

• Service management

• Train the trainer

Optional service components

• Device provisioning and hardware management

• Value-based optimization services

• Field personnel outsourcing

• Field personnel capability enablement

Accenture Perfect Sales helps CPG companies win the war in

store via the enablement of effective sales channels as-a-service:30% improvement in trade performance

Path to More Perfect

Sales

What does Accenture Perfect Sales consist of?The ChallengeGrowth for the CPG company is dependent on:

• The consistent execution against a perfect store ideal

• An ability to drive more perfect store execution in additional points of sale

All within a time, talent and financially constrained environment and applicable across all market types and routes to market

Product: Are the right products in the store?

Price: Is the consumer price in line with the expected price positioning?

Pack: Is the right pack getting delivered to the store?

Proposition: Are the right brand messages being delivered?

Promotion: Are prices and merchandising activities being performed?

Plan & Target

Optimize

Measure Execute

Place: Are products available and positioned in the right place?

Retail Execution

Merchandiser Distributor

Distributor Sales

What is Accenture Perfect Sales?

Increased revenue

• Optimized store performance

• Increase in target coverage, distribution and visibility

• Reduction in out-of-stocks

Improved predictability

• Improved forecast accuracy

• Increased use of common sales methods

• Increased in-store market understanding

Reduced cost of sales

• Reduced working capital requirements

• Data collection time reduction

• Reporting time reduction

• Reduced sales administration

What value does Accenture

Perfect Sales deliver?

Accenture Perfect

Sales Benefits:

Increase in points of SKU

distribution by up to 12%

Reduce out-of-stocks by

as much as 10%

Reduce field sales

administration by as

much as 20-30%

Improve SKU availability

by as much as 5-10%

Reduce retrospective

discounts by up to 10%

Accenture Perfect

Sales Benefits:

Improve SKU availability

by as much as 5-10%

Reduce field sales

administration by as

much as 20-30%

Reduce retrospective

discounts by up to 10%

Increase in points of SKU

distribution by up to 12%

Reduce out-of-stocks by

as much as 10%

Archetype 1 Archetype 2 Archetype N. . .

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Innovation. Accenture has a long-standing

legacy of developing services that transform

an industry and become the gold standard.

For example, Accenture’s Navitaire service

has transformed the business of network

airlines by helping more than 85 airlines

around the world to grow, innovate and

increase their profitability by focusing

on revenue generation and streamlining

costs in the areas of reservations, ancillary

sales, distribution, planning, revenue

management, revenue accounting, business

intelligence and operations management

and recovery with hosted services from

world-class data centers.

We have deep experience and a proven

track record in all components of

Accenture Perfect Sales, including

industry-specific sales processes and

analytics, underpinned by scalable

delivery capabilities and broad geographic

coverage. Because our industry and

functional consulting capabilities are

tightly connected to our technology

expertise and delivery teams, we are

well positioned to deliver the complete

oversight of a comprehensive business

service. Accenture Perfect Sales is the

answer to make the CPG sales force more

agile, efficient and effective, helping

clients improve efficiency and drive

growth in the competitive years ahead.

In developing the Accenture Perfect Sales

service we have understood that there is no

one size fits all model, and not every market

requires the most advanced, customised

capabilities in order to succeed:

• High performers need to define the

Commercial Success Model required

to win in each market or market-type,

typically through evaluating Capability,

Channel and KPIs

• It is necessary to understand where

groups of markets share the same

commercial success model by identifying

key market ‘Archetypes’ that share

similar capabilities required to win, not

geographical proximity

• In this example for Consumer Goods,

markets have been grouped according

to their attractiveness (size and growth)

and the complexity inherent in their

route to market structure and general

maturity/stability

• Leaving a picture where similar markets

are not always geographically contiguous

Accenture continues to invest in

maintaining and extending its Archetype

knowledge base that can be used by our

clients to support the development of new

front-office capability strategies.

For more information on

Accenture Perfect Sales, contact:

Koen van Bockstaele

+44 207 844 1439

koen.van.bockstaele@accenture.com

Philip D. Gardner

+44 207 844 2550

philip.d.gardner@accenture.com

Archetype 1

Archetype 2

Archetype 2

Archetype 3

Archetype 4

Archetype 1

Archetype 6

Archetype 5

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Our Consumer Goods industry professionals

around the world work with companies in

the food, beverages, agribusiness, home and

personal care, consumer health, fashion and

luxury, and tobacco segments. With decades

of experience working with the world’s

most successful companies, we help clients

manage scale and complexity, transform

global operating models to effectively serve

emerging and mature markets, and drive

growth through evolving market conditions.

We provide business services as well as

individual consulting, technology and

outsourcing projects in Commercial Services,

Supply Chain Management, ERP Global

Operations and Integrated Business Services.

To read our proprietary industry research

and insights, visit www.accenture.com/

ConsumerGoods.

Accenture is a global management

consulting, technology services and

outsourcing company, with 257,000

people serving clients in more than

120 countries. Combining unparalleled

experience, comprehensive capabilities

across all industries and business functions,

and extensive research on the world’s

most successful companies, Accenture

collaborates with clients to help them

become high-performance businesses and

governments. The company generated net

revenues of US$27.9 billion for the fiscal

year ended Aug. 31, 2012. Its home page is

www.accenture.com.

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