Download - Introduction to Symphony EYC
Using data & insights to understand, anticipate & serve your customers
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
EYC is a leader in customer-centric retailing (CCR)
insights and solutions, enabling revenue growth, for
grocery and drug retailers and CPG suppliers
Our customer-centric retail suite and processes have
enabled our retail partners to grow ID sales by 2%,
by increasing trips and baskets for their best customers,
through effective personalized promotions,
improved price perception and
assortments localized to customer choice
Understand your customer’s behaviour to grow loyalty
HOWto engage
WHOto engage
ENSUREoperational excellence
FACTS™
Engagement
ShopStyles™
Lifestyle & choices
TruPrice™
Quality vs. price sensitivity
Storeclusters
Trip missions
Promotion response & refinement
Customer channel
engagement
Product range &
assortment
Price perception
TOTAL SPENDFREQUENCYHow often they shop
ADVOCATED CATEGORIESHow broadly they shop the store How much they spend
Primary High
Buys full baskets
Primary
Most engaged
Primary Standard
Visits you frequently, buys most categories
High spending
Secondary Grow Frequency
Alternate visits between your stores & competitors
Divides their basket across competitors
Secondary Grow CategoriesSecondary
Medium engaged, an opportunity to grow value
Visits both you and your competitors for grocery needs
Makes a single visit
Tertiary Standard
Makes a targeted visit
Tertiary One Time BuyersTertiary
Least engaged
Visits you rarely and buys only a few categories. Uses competitors for majority of grocery needs
FACTS™
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High priced
(Top 50% of price points)
Medium priced
(20% - 60% of price points)
Low priced
(Lowest 20% of price points)
Eq
uiv
ali
se
d p
rice
pe
r u
nit
Items can fall into different bandings each week based upon promotional levels each week
Cardholder 1
Cardholder 2
Cardholder 3
Cardholder 4
Cardholder 5
Most Price Driven (PP)
Price Driven (P)
Price/Quality Neutral (N)
Quality Orientated (Q)
Most Quality Orientated (QQ)
High Med Low
Know which items need to be priced competitively -
Key Value Items (KVIs), derived from who reacts to price or quality offers
TruPrice™
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HEALTHY FOODIES
CONVENIENCE SEEKERS
DIETARY MONITORS
KITCHEN ENTHUSIASTS
WALLET STRETCHERS
ShopStyles™
Meet customer needs through local assortment decisions
Understand how to personalize messaging
Keep it fresh & naturally good
Make it quick & easy
Offer the healthy alternative I want
Provide me with the ingredients I want
Make my budgetgo further
Customized for every retailer
*
*Example
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Not all customers are the same. EYC knows how to understand the differences
This customer is splitting her shop with your competitors
Focus on getting her into more categories with cross-promotion, direct marketing, value communication and private brands
This customer is very engaged – using your store for her primary weekly food shop
Retain her and grow total spend by helping her with improved offers, new products and ideas to make cooking for her family easier
Customer A Customer B
Monthly trip frequency
Total spend average
12
$400.51
10
$402.68
For many retailers, these customers look the same:
EYC’s segmentations (customized to a retailer’s business) reveal the differences:
Advocated categories
Engagement
Price Sensitivity
ShopStyles™
81
Primary
Low
Cooking
34
Secondary
High
Convenience
EYC helps you understand who your best customers are, what they care about and how you build long term loyalty with the customers most important to your growth
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Customer segmentations can be summarised at a category or store level to differentiate the actions we take
STOREFORMAT
PRODUCT, BRAND OR CATEGORY
ONLINE
Loyalty & retention
Our customer segmentations provide 1 view of the customer and their omni-channel engagement
Shoppingmissions
Points burner
Points saver
Pointschaser
Preferred store
Preferred Media channel
Preferred Shopping channel(online, store, multichannel)
Potential
Retailer brand engagement
Life-stage
Competitor intensity
Customer engagement
Customer needs
Price & promotion preference
Channelpreference
Storepreference
Productengagement
Programme engagement
Basket types
Category needs
Pricesensitivity
Promosensitivity
Couponsensitivity
Lifestyle
Brand share
Geo marketing
Category needs
Privatelabel
FACTSTM
TruPriceTM
ShopStylesTM
EYC’s Customer Centric Retailing (CCR) platform
Aspects™
Change management
Retailer card data
Otherdata
Promo, assortment, shelf data
EYC’s solution architecture
Inventory, supply chain data
Private cloud solution delivery
CMS
Sales, customer, price, promo and assortment dashboards and reports for CM’s
Category Manager’s Suite
Aspects™
Customer insights NPI, switching, promo, price,assortment dashboards for suppliers
Supplier collaboration suite
Anticipate
Promotion evaluation & planning
Promotion Evaluation & optimization
KVIP
Pricing based on KVI and competitor analysis
KVI pricing tools
iAssort / iShelf
Customer-centric Integrated Assortment, Shelf & Space Planning
Assortment & space mgmt. suite
Amplify™
Offer and Campaign Management
Omni-channel CRM
OfferBeam™
Time and location based personalized mobile offers
Mobile CRM
EYC’s integrated CCR suite is focused on achieving 2% ID growth
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Loyalty cardprogram
Data model &segmentations
Customerrelationshipmarketing
Operationalcategory
management
Suppliercollaboration
Our expertise
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
EYC - a leader in big data customer decision solutions for FMCG retailers
Providing customer centric retail solutions since 2003
Part of a $3bn technology group
Working with some of the biggest and best known retailers worldwide
Serve
+68 million households
Process
260 million transactions
Deliver
+870 millionpersonalised offers
Leverage
75 terabytes of data monthly
Each month our platforms…
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Ourclients
GLOBAL RETAILERS
OVER 150 COOPERATIVE FMCG PARTNERS GLOBALLY
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
REFERENCES
"EYC has helped us leverage our customer data - tools that help CPGs better partner with us, consulting and expertise on things like targeted marketing, and analytics that give us deeper insight into our customers and our business."
Erik Keptner - Senior Vice President, Marketing & Consumer Insight
"Since engaging with EYC we have found their commitment to serving us with deep level customer analysis has been outstanding. Their bespoke Aspects™ training sessions for our staff were comprehensive & engaging. We are very impressed with their level of professionalism & expertise in their core field of customer insights & also their responsiveness & desire to customise their approaches to our business challenges."
Vyacheslav OgienkoKey Account Manager
© Copyright SymphonyEYC. The contents of this document are confidential and not for reproduction without permission
Increase profitability by improving the way you engage your customers