Retail Analytics

EMMETT COX is Senior Vice President of Consumer and Business Intelligence at BBVA Compass Bank, where he uses his retail experience in the development of strategic-based consumer programs. He has also worked for Walmart Financial Services, GE Money Global, and Kmart. He has lectured in many CRM and marketing conferences and seminars, including the Paris Loyalty Forum, Czech Republic Loyalty Management, ACNielsen Category Management, Spectra Marketing and Intelligent Targeting, Teradata NCR Partners, and others in the United States; Coolum, Australia; and Vienna, Austria.

• Preface ix Acknowledgments xiChapter 1 Retailing Analytics: An Introduction 1Retailer Goodwill 2The Inside Scoop: Retail Power Brokers 2Retail Organization 3Real Estate Marketing 5Creative Advertising Marketing 6Operations Marketing (Research) 6Direct Marketing 7Strategic Marketing 7Communicating to the Retail Organization 8Point of Sale versus Market Basket Data 9Data Is Gold 10Data as Revenue: The Price of Retail Data 12Chapter 2 Retail and Data Analytics 15Hard-Core Data Terms: Now We’re Talking about the Fun Stuff 15Market Basket 16Data Storage 101 17Data without Use Is Overhead 19Case Studies and Practical Examples of Data-Related Retail Projects 20Trade Area Modeling 20Real Estate Site Selection Modeling 21Competitor Threat Analytics 22Merchandise Mix Modeling: Combining Multiple Data Sources 23Celebrity Marketing: Tracking Effectiveness 26House Brand versus Name Brand 28E-Business: Clicks and Mortar 29Affinity Merchandising: Merchandise Cross-Sell Case Study 33Market Basket Analysis: Examples 35Store Departmental Cross-Selling 40Single Category Affi nity Analysis: Paper Towels 43Best Checkout Register Impulse Items for Christmas Season: Case Study 45Chapter 3 The Apparel Industry  47Many Types of Apparel Businesses 47Retailer Building and Location, Location, Location 48Who Is My Customer? Size Up the Opportunity and Show Me the Money! 49Evolution of a Brand: Not Your Father’s Blue Jeans 50Diversifi cation: Spread Risks over Multiple Businesses 51Critical, Need-to-Know Information in Apparel Analytics 52Seasonality: Styles Change like the Wind 52Seasonal Counterpoint 54Merchandise Placement and Presentation: From Racks to Riches 54Accessories 55Next Best Offers 55Promotions: Lifeblood of the Apparel Business 57Retail in General: Impulse Buying 57Chapter 4 Importance of Geography and Demographics  59Understanding the Tools and the Data Requirements 60How Geographic Information Systems Work: Science behind the Tools 60GIS Layers of Information: Building a Map, Layer by Layer 61How Geography Fits into Retail: Location, Location, and Location! 61Retail Geography: Data and Lots of It 61Retail Data: Internal Data Collection 63Retail Trade Areas: Differing Methods for Debate 63Zip Code Data: Forecasting Application Volume by Store 66Now That We Understand the Tool and the Data, What Do We Do? 66Card Preference Opportunity by Zip Code: Case Study 66Example of Sales Penetration Map 71Market Observations: Additional Uses of the GIS Tool 72Chapter 5 In-Store Marketing and Presentation  75Understanding the Different Store Designs 76Old Theories of Merchandise Placement 77New Theories of Merchandise Placement 77Mass Merchandisers Were Slow to Catch On: Does Convenience Translate into Sales? 78All about Pricing 78Everyday Low Price 79Loyalty Discount Philosophies 82Tiered Pricing 82Types and Sizes: Retail Store Strategies 84Store in a Store: Make Shopping Convenient 84What’s in a Store: Convenience Stores to Hypermart Stores 85Hypermarts: When Is Big Too Big? 86Warehouse Clubs: Paying for the Privilege to Shop 87Shopping by Design: Traffi c Patterns 88Category Management: Science behind the Merchandise Mix 91Merchandise Placement: Strategy behind the Placement 93Specialty Departments: Coffee, Breakfast, and Pizza 95Other Specialty Departments 95Receiving Dock 97Stocking the Counters 98In-Store Media: Advertising or Just Displays? 99Receipt Messages 103In-Store Events 104Holidays 104Analytics: Tracking a Moving Target 104Marketing Outside of the Store 105Chapter 6 Store Operations and Retail Data  107Setting Up the Store for Success: Strategic Uses of Data 107Labor Forecasting 108Importance of Accurate Labor Forecasting: The Cost of Doing Business 109Consumer Differentiation at the Point of Sale Register 111Heating and Cooling: Centralized Thermostats 112Intrastore Communication 112Replenishment and POS Sales: Cause and Effect 114In-Store Career Path: Stockperson to Store Manager 115Chapter 7 Loyalty Marketing  117Loyalty Programs 117Who Is the Sponsor for the Program? 122Questions to Answer before You Begin 123Total Program Incentive: Are You Loyal? 125From the Consumer Finance Credit Card Retail Perspective 127Loyalty Segments: Develop Them Early 128Loyalty at POS: Different Stages and Levels of Loyalty 130Kmart’s School Spirit Loyalty Program 133Australian Loyalty 135FlyBuys Rewards and Loyalty: Australia 136Additional Loyalty Programs 137The Retail World Is Changing 138Social Media 139Glossary 143About the Author 157Index 159