Data Led Approach to Grocery
Maximising ROI via Hybrid Team Model
Brief
Quorn operate across 4 x distinct categories within the Grocery sector. We were challenged by our partner to create a new model that would improve ROI whilst maintaining min. coverage across 80% weighted RSV stores. Quorn wanted to create a Solus / Tactical hybrid model that increased sales at no extra cost. It was critical that the model did not dilute the skills and expertise of the team in stores and the model retained the correct frequency of visits to drive promotion compliance and value driving interventions for the brand.
Response
Our Insights Team used data science to analyse 2 years of EPOS in Reapp, historic interventions, demographic, and category metrics data to create a unique Hybrid model, reducing the size of the core Solus Team and extending coverage via the data led Syndicated Grocery and Merchandising teams. This approach allowed us to increase RSV sales coverage by +10% with no additional cost to the client, whilst maintaining our capabilities in store.
The scaled back Solus Team focused on the biggest opportunity stores, supporting the full product range in each visit. The Syndicated Grocery Team team focused on the top 15 SKUs that accounted for 70% of total revenue in the remaining stores. The flex team supported day 1 promotion and NPD activities when required. Both the Solus and Syndicated Teams utilise the same data led approach and award winning scorecards in store.
Results
- ROI increased from £5.48 in 19/20 to £6.52 in 20/21
- Promotion GE compliance increased from 89% to 96% through increased coverage by Flex Teams