P & G Cross Outlet Facts (copy)

Introduction & Materials (copy)

Welcome to P&G's Cross Outlet Facts (XOF) Tutorial

Course Objectives

This course is an introduction to P&G Cross Outlet Facts.  During this course, you will:

Successful Completion of the Course

You do not have to complete the entire tutorial at once.  The tutorial will track your progress and you can pick up where you left off at another point in time.

Once you complete this tutorial, your results will be stored and available to the administrator.  This will allow us to track completion. Please ensure that you complete the tutorial before coming to class.

Keep in mind that you can always come back to this tutorial again in the future to review content, or watch some of the demonstrations of how to access XOF data.

 

 

How to Navigate this Tutorial

This tutorial includes opportunities to interact using audio, visuals and activities to assist in your learning process.  Please familiarize yourself with the icons and buttons below to easily navigate through.

Video: Top Ten Reasons to use Shopper Data

Why is Cross Outlet Facts shopper data important? Check out the video below for the Top Ten reasons brought to you by Hilary Baker and Brad Marshman, P&G Sales.

Program Materials

Cross Outlet Facts 1516 - Shopper Groups and Product Lists:

Nielsen Answers > My Content > Library > CA Procter & Gamble > Tools & Training > Homescan Panel > Cross-Outlet Facts 

This job aid includes Shopper Groups and Product Lists:

  • Shopper Group spreadsheet is a tool that will help you identify all of the various shopper groups that are available in the tool by region.  Considering that there are hundreds of different shopper groups, this will be an important tool to use.  
  • Product Lists spreadsheet will help you determine what products are available for the categories you work on, considering that there are hundreds of products available.  
  • NOTE: This job aid will be updated by August 2016 with the new Shopper Groups and Product Lists

 

Fact Definitions in Cross Outlet Facts:

Nielsen Answers > My Content > Library > CA Procter & Gamble > Tools & Training > Homescan Panel > Cross-Outlet Facts 

This spreadsheet lists all of the available facts within Cross Outlet Facts and defines them.

 

Cross Outlet Facts Quick Reference Guide - Definitions and Tactics

Nielsen Answers > My Content > Library > CA Procter & Gamble > Tools & Training > Homescan Panel > Cross-Outlet Facts 

This job aid is a quick reference guide that contains key shopper measures and ideas on how to address shopper opportunities.

Nielsen Homescan Panel Overview (copy)

Nielsen Homescan Panel

During a sales call, a retailers' buyer may have certain objections. Which of the following comments do you think has been made to a P&G sales person during a call?

Check all that you think may be true.

  • Retailer X is doing Y and we have to do the same so we don’t lose sales
  • Brand X is giving me a better deal to be listed so I won’t support you anymore
  • We don’t have that type of shopper shopping here so that product is not relevant
  • We really like your company and we will always listen to what you say
  • We already have one SKU of that brand we don’t need the second one

What is Homescan?

Defining the Panel

Homescan data is used as a tool to measure consumer purchase patterns and behaviour. The Homescan Panel is selected to balance on the following census criteria by region:

  • ŸCity Area
  • ŸEnglish / French Language (Maritimes / Quebec / Ontario)
  • ŸHousehold Size
  • ŸPresence of Children Under 18
  • ŸAge of Head of Household
  • ŸHousehold Income

Panelists

Data Collection from Panelists

In addition to scanning all UPC products, panelist are also requested to scan their total shopping Trip total which captures dollar sales of non-UPC coded items as well.  The combination allows manufacturers and retailers to understand the consumer’s total basket coverage.

This means manufacturers can highlight the value of their brands to their retail customers vs. the competition by pointing to larger basket sizes when their brands are in the shopping basket analysis.  

It also allows All Channel Coverage which provides a means for manufacturers and retailers to assess which retail channels are growing and will represent future opportunities or threats.

Test your Homescan IQ

  • Homescan is a diagnostic tool that measures the on-going consumer purchase behavior and product preferences of Households.
  • Homescan provides a full view of the consumer (What, Where, Who and How of the Canadian Consumer).
  • The Homescan panel is geographically and demographically balanced to be representative of the World population.
  • Canadians may join the panel because they feel they can influence decision-makers, receive some incentives & are provided with support (e.g. HelpDesk).
  • Panelists scan their purchases on a yearly basis using a handheld scanner for each shopping occasion on all UPC-coded products, then transmit to Nielsen.

Role of Panel vs. Scanning (copy)

Role of Panel vs. Scanning

Role of Homescan Panel vs. MarketTrack Scanning

Note: Scroll down to read more about how P&G uses both data sources to learn about our brands' performance.

At P&G, when we report an "All Channel" market size or share, we combine MarketTrack (POS scanning) with Homescan (panel) data.  

The MarketTrack scanning channels include Grocery Banner, Drug, Mass Merchandiser, and Convenience & Gas.  However, in order to report on All Channel we also add in General Merchandisers and Warehouse Club where data is  sourced through the Homescan Panel since they do not provide POS scanning data.

To broaden and extend MarketTrack's coverage even further, some categories may also have Remaining Grocery included in their databases. Warehouse Shipments and Audits are used to collect data for the Remaining Grocery channel since they also do not provide POS scanning data.

What does Panel Data really help us to understand about our consumer?

  • Understanding broader consumer trends
    Consumer Facts
  • Understanding the shopper and cross purchasing between channels and retailers
    Cross Outlet Facts (XOF)

Cross Outlet Facts for P & G

  • Provides data through shopper lens to allow retailers to see how their shoppers behave, both within their stores and elsewhere
  • Is syndicated but also customized for P&G's needs

Learning Check-In

  • Homescan is used to understand broad consumer purchase behavior over the long term.
  • Cross Outlet Facts is sourced exclusively from Homescan.
  • MarketTrack data helps us understand what happened in the home.
  • Cross Outlet Facts help us to understand how consumers shop.

Shopper Groups & Products (copy)

Shopper Groups & Products

Shopper Groups

Shoppers are defined as groups of households that shop at least once in a particular channel/retailer per year.

Shoppers are combined with regions to narrow down our universe.

 

 

Shopper Groups - Quick Quiz

Shoppers are groups of that shop at least  within a particular channel or retailer per year.

Shopper Segmentation

To understand a retailers most valued business, shoppers are segmented into 3 categories:

High Potential, Core/Occasional and Heavy/Light.  

Match the defining features with the segment in the activity below.

  • High Potential Shoppers (in a few LCL accounts)
    Applies to some Loblaws Banners (based on input from P&G) Top 30% of shoppers that typically deliver 70-80% of sales Is a custom buyer group in P&G XOF
  • Core and Occasional Shoppers (in grocery)
    Core shoppers spend > 50% of their grocery channel dollars in the target retailer Occasional shoppers spend < 50% of their grocery channel dollars in the target retailers
  • Heavy and Light Shoppers (in retailers/channels outside of grocery)
    HEAVY shoppers are the top one-third based on spending LIGHT shoppers are the bottom two-thirds based on spending

Custom Shopper Groups

Custom groups also exist, besides LCL High Potential Shoppers.  

Combinations are created by crossing retailers with some of the custom options below:

There are over a hundred buyer groups available in Cross Outlet Facts.  Of these buyer groups, there are 22 additional groups, many of them syndicated (e.g. 18 to 34) and others are customized for P&G (e.g. HPS, Millenials, boomers).

The image below is a snapshot from the Cross OutletFacts 1516 Specs​ ​job aid that can help you determine shopper groups available. This job aid can also be found on Nielsen Answers > My Content > Library > CA Procter & Gamble > Tools & Training > Homescan Panel > Cross-Outlet Facts. Remember that this job aid will be updated in August 2016.

Products

To benchmark the relative success of your brand or category, you can use total sales. 

Within Cross Outlet Facts there are two options available:

  1. Total UPC Coded:  This definition includes all products with a bar code that Nielsen is able to identify and properly classify
  2.  Total Trips: Includes all products with a bar code regardless of whether Nielsen  is able to identify them or not. This is also comparable to data used in US Shopper Scope.

 At P&G, we use Total Trips or Total UPC Coded as benchmarks to better understand how the consumer is shopping the total store versus just our categories.

 

Benchmark Success

To efficiently pull data using XOF, we suggest using the CrossOutletFacts 1516 Specs job aid available on  Nielsen Answers > My Content > Library > CA Procter & Gamble > Tools & Training > Homescan Panel > Cross-Outlet Facts​. Remember that this job aid will be updated in August 2016

  • Within the Excel file, you can use the category filter to identify the category, segment and brand totals available within XOF
  • We recommend you refer to this document first, prior to getting into the tool, so that you know what products are available and how they are referenced in the tool

 

  • To benchmark the relative success of your brand or category, you can use total sales.

Facts in Cross Outlet Facts (copy)

Facts in Cross Outlet Facts

Composition of Sales

P&G's corporate focus is to grow Total Shareholder Return (TSR) via the levers shown in the model below.  Panel data is integral to understanding which consumer drivers are impacting TSR. Below the TSR model is a simpler model often used by Nielsen.

It is important for marketers to understand how brand Volume decomposes into component parts, because marketing strategies will differ depending on the component you wish to impact.  Keep in mind, that Total Sales is also available, but it will not match the Total Sales in MarketTrack (scanning data will show more) but its very helpful to provide some perspective.

 

  • Consumer purchase behaviour data (Homescan) complements Sales Volume and Share data (MarketTrack)
  • These are the basic relationships that underlie Homescan information
  • The key benefit of Homescan data is the ability to understand the components of Volume
  • Scanning data will show whether your sales are growing or declining, but Homescan data provides insight into the reasons why

 

 

 

 

XOF Facts

The core facts we'll be covering include % of Shopper Group Purchasing, Closure, Buying Rate, Basket, sample size (known as Raw Buyers), and Share of Wallet.  

 

Raw Buyers

It is important to check your Raw Buyer count or sample size, particularly when using the ad-hoc functionality with Homescan Roadmaps

  • When using pre-existing templates, you don't have to worry about checking for sample size. The templates scrub the data so that only the data that meets the minimum threshold (ie. 30 households) is released.
  • As a rough guide, use 75 raw buyers as enough sample to feel confident in using the data.

To help you understand the different metrics in XOF, refer to the Cross Outlet Facts Definitions job aid which can be found in the Introduction section of this tutorial and can also be found online on Nielsen Answers > My Content > Library > CA Procter & Gamble > Tools & Training > Homescan Panel > Cross-Outlet Facts 

Penetration

Is 50% Penetration good or bad?

Record your thoughts below.

Shopper Group Penetration: % of Shopper Group Purchasing

Penetration is quoted as a percentage of all the Canadian households.  Often, retailers will want to understand a product's penetration among its own shoppers, and we call this fact % of Shopper Group Purchasing. Narrowing down the universe allows us to change how penetration can be interpreted.

% of Shopper Group Purchasing narrows down the universe to look at a retailer's shopper group who purchased the product at that retailer as a percentage of that retailer's entire shopper group.

Quoting Household Penetration

Select True or False for each statement below.

  • The way we interpret penetration remains the same, regardless of whether or not we narrow down the universe.
  • Penetration may be quoted differently for different retailers.

Closure (Buyer Conversion)

Similar to % of Shopper Group Purchasing, Closure (also known as Buyer Conversion) also narrows down the universe to look at a specific retailer's shopper group.  Closure narrows down the universe even further by looking at the number of shoppers who purchased the product at the retailer as a percentage of the number of shoppers who shop at the retailer and have purchased the product somewhere. 

For example: 

Note: Filters based on Category purchasers.

 

  • To help you see how other retailers are doing on Closure, you can find a Best-in-Class cheat sheet embedded at the end of the Canada  Retailer Shopping Behaviour deck stored on P&G’s FSDS.PG.COM.
  • To quantify the size of prize of growing closure you can use the Size of Prize (SOP) Simulator in the US, CA, Mexico Shopper Data Reporting tool stored in P&G’s FSDS.PG.COM.

Talking Conversion: What does the Closure Rate tell us?

Walmart has 50% for Baby Care or of Walmart Shoppers that buy Baby Care, bought Baby Care at Walmart.  To increase closure Walmart   need to attract new shoppers to Walmart or get new people to purchase/try the category.  Increasing Closure means getting Walmart Shoppers and Baby Care Buyers to buy their Baby Care at Walmart. 

% of Shopper Group Purchasing vs. Closure

Penetration is quoted as a percentage of 14.1M Canadian households, however, a retailer will want to understand a product’s penetration among its own shoppers (narrow down the universe to its shopper group).

Both % of Shopper Group Purchasing and Closure look at the # of households in a retailer's shopper group who have shopped at that retailer and bought the product at that retailer, but as a percentage of different universes.

Calculate the % of SDM shoppers who bought Pantene in SDM (% of Shopper Group Purchasing) and their Closure rate in SDM.  Select the correct response below. 

  • % of Shopper Group Purchasing = 7.5%; Closure = 33%
  • % of Shopper Group Purchasing = 33% ; Closure = 7.5%
  • % of Shopper Group Purchasing = 51.6%; Closure = 28%

How can we use closure?

Here is an example of what has been used with some retailers by P&G

•This is a closure rate map of an entire store looking at the key categories P&G sells and markets

 

Record your ideas below.

What do we learn from this closure rate?

A closure rate of 57% means that 57% of Loblaws' shoppers who bought shampoo somewhere bought it in , while 43% of Loblaws Shoppers who purchased conditioner somewhere bought it in Loblaws.

This suggests there is . It raises the question: Why aren't as many people buying conditioner?

Some people may say that this is because not everyone buys conditioner . However, the closure fact only looks at shoppers who shop at Loblaws and buy conditioner. They are just not buying it at Loblaws. So, the question is: Why?

Select some possible reasons why, from the list below.

  • Assortment
  • Pricing
  • Planograms
  • Pricing and Promotions

Share of Wallet

Here's an example:

Leakage

Leakage is the inverse of SOW, meaning that if SOW is increased that would decrease leakage.  The example below, illustrates that Leakage = 100% - SOW.

  • Walmarts % Leakage is 63% for Diapers
  • Walmart is leaking 63% of its’ shoppers Diapers dollars to other retailers
  • Walmart shoppers are spending 63% of their Diapers dollars outside of Walmart

Identify Leakage

Click on the appropriate area of the chart to identify the portion that represents leakage.

Calculate SOW for Walmart in the Diapers category.

Which of the statements below is correct?  Select all that apply.

  • Walmart has a 37% Share of Wallet for Diapers.
  • Walmart captures 43% of its’ shopper Diapers dollars.
  • Walmart shoppers are spending 37% of their Diapers dollars at Walmart.

Basket Size

So far we've covered % Shopper Group Purchasing, Closure, and Share of Wallet. Another useful fact is the Basket Size. In Answers, this Basket Size fact is called "UPC Coded Retailer $ Per Item Trip" however, we have renamed it in our Spotfire tools.

In speaking about a brands value it would also be important to take into consideration % of Shopper Group Purchasing (percentage of households that are buying the different brands at that retailer) and Item Trips (how many trips they make to buy the brands). In addition to pulling Basket Size information we also recommend that you pull both of these facts as well.

To calculate the size of how much a shopper group brings into a retailer you would multiply the number of shoppers by the number of trips/shopper when the item is in the basket and by the basket size.

Tide:     1.3M shoppers  x 1.7 trips/shopper  x  $101 = $223,210,000

Purex:  930k shoppers  x  1.5 trips/shopper  x  $109 = $152,055,000

Walmart shoppers spend $223,210,000 in Walmart when Tide is in the basket compared to $152,055,000 when Purex is in the shopper's basket.

Test your Cross Outlet Facts IQ!

  • UPC Coded Retailer $'s per Item Trip
    Measures the average $ value of the entire shopping basket when the selected product was purchased.
  • Share of Wallet
    Measures how much money people who shop in a retailer spend within the retailer.
  • Penetration
    Number of households purchasing/Number of households in the universe
  • Closure (Conversion)
    # of Retailer Shoppers that Buy the Category at the retailer/ # of Shoppers that Shop at Retailer and purchase the category anywhere

Access to Cross Outlet Facts (copy)

Access to Cross Outlet Facts

Introduction

There are several tools or solutions you can use to access Nielsen Cross Outlet Facts data.  This section will provide demonstrations on two of these (Spotfire tool and Answers desktop via Interface to Office).

How to Access the Shopper Tool - Video Demonstrations

This section contains short video demos created to help you use the Shopper Tool effectively.  It is recommended that you watch each video in sequence.  View the videos at full screen for optimal resolution.

Video: Finding the Shopper Tool and getting started

 

Video: Score Card

 

Video: Trend Analysis

 

Video: What’s Driving my Sales Change over Time?

 

Video: How are my Shoppers Shopping? Leakage, SOP & Score Card

 

Using Nielsen Interface to Office (ITO) to access Cross Outlet Facts

 

Conclusion and Next Steps (copy)

Conclusion

Thank you for participating in P&G's Cross Outlet Facts tutorial!

Once you complete this tutorial, your results will be stored and available to the administrator.  This will allow us to track completion.  Please ensure that you complete the tutorial before coming to class.

Keep in mind that you can always come back to this tutorial again in the future to review content, or watch some of the demonstrations of how to access XOF data.