Data Warehousing
The Challenge
An international Fortune 500 company had eight disparate data streams, which required significant manual intervention to align and analyze for monitoring and measuring business performance. Process was inefficient, time consuming and costly.
The Approach
MSA ingested the data, as well as associated client files (call, item, sales hierarchy, etc.) into one data stream. Using proven data cleansing and alignment processes, MSA integrated the data into a cohesive data warehouse, from which the client’s 1200+ users could obtain reports and query the data.
The Results
The integrated data warehouse eliminated issues with data differences due to misalignment and differences in querying, resulting in an estimated improvement of planning efficiency by 10%. Additionally, the client recognized the benefits of embedded analytic alerts for events such as low inventory, poor ordering, and item voids. Combined with benchmark reporting and the implementation of dynamic routing, it estimates its sales force became 20% more efficient.
Sales Execution
The Challenge
A major convenience store distributor was deploying sales reps (DSR) based on analytics in static Excel reports that did not provide timely data. Additionally, the DSR’s were using paper leave-behind order forms and collecting information about store performance by hand.
The Approach
MSA provided the clients with a mobile application that provided optimized sales routes and opportunity alerts for filling voids and placing new product. The app, which functions even without internet connectivity, also allows the DSRs to place orders electronically, collect information on in-store performance, gather survey data, and store photos of in-store marketing.
The Results
The client recognized improvements in sales force efficiency and effectiveness. DSRs have less drive time, and more in-store time for selling. They have current data at their fingertips with sales opportunity alerts and benchmarks, which strengthen their sales strategies. The client has been able to streamline order processes, smooth order patterns and reduce out of stocks for its retailers.
Trade Program Management
The Challenge
A major beverage manufacturer was managing its retail trade program via spreadsheets. Sales reps were enrolling retailers with paper contracts, which were often difficult to read, lost or misplaced. Contracts were sometimes submitted twice, resulting in multiple payments being issued.
The Approach
MSA provided a fully automated system to manage the client’s trade program. The system provided a mobile enrollment tool that allowed sales reps to engage retailers’ in-store, assign retail goals and obtain signature for electronic transmission. MSA’s system provided the client with tools, reporting and analytics for monitoring compliance, giving sales reps timely information for filling gaps to ensure full compliance and payment. MSA partnered with the client and its bank to calculate payments, incorporate any client-driven exceptions, and providing a feed for the bank to issue checks and statements.
The Results
In the first year, the client recognized almost a 37% savings in overall trade spend and participating stores showed a 7% lift in sales to over non-participating stores. Participation in the clients program has tripled in the past 5 years and the client has expanded its program to other retail classes.
Market & Consumer Insights
The Challenge
A mid-tier confectionary company wanted to increase its share of shelf in convenience stores but struggled with resistance from retailers on displacing leading manufacturers’ defined must-stock but slower turning items.
The Approach
MSA evaluated the entire confectionary set for c-stores, identifying consumer defined must-stock items and analyzing the halo effect on purchases. MSA also took into account estimated profitability for each item and any publicly available information on trade program requirements. From this, MSA created retailer plan-o-grams that increased our client’s facings and projected a 13% increase in retailer profitability.
The Results
The client engaged a c-store chain to pilot our plan-o-grams in six stores for six months. At the end of the pilot, the six stores showed a profit increase of 12%, while profits in similar stores in the chain remained flat. The retailer requested updated plan-o-grams to implement in its stores.
