通过以顾客为中心的协作驱动差异化增长（英文）_9页

Drive Differentiated Growth Through Shopper-Centric Collaboration - Summary

Core Content

This document presents a commissioned study by Precima, conducted by Forrester Consulting in August 2017, focusing on the current state and future expectations of data and insights collaboration between US retailers and CPG manufacturers. The study highlights the need for a more integrated and shopper-centric approach to data sharing and analysis to drive business growth and meet evolving customer demands.

Main Findings

1. Current Use of Data and Insights

• Ad-hoc usage: 35% of respondents use data in an ad hoc manner.
• High but inconsistent usage: 29% use data frequently but not consistently across departments.
• High, consistent usage: 15% use data consistently across all departments.
• Rare usage: 14% rarely use data or insights.
• Data as core driver: 7% use data as the core driver of all business decisions.

2. Sophistication of Data Analytics

• Basic analytics: 17% of companies use basic analytics.
• Intermediate analytics: 55% use intermediate analytics.
• Advanced analytics: 28% use advanced analytics.

3. Data Sharing Practices

• Supply chain data: 64% of companies share supply chain data (either for partner's items or all items in the category).
• Advanced insights: Only 9% share advanced insights such as promotional metrics.
• Frequent shopper data: 9% share non-identifiable frequent shopper data.

4. Importance of Data Collaboration

• Essential to future growth/survival: 46% of companies consider data collaboration essential.
• Very important: 22%
• Moderately important: 19%
• Somewhat important: 13%

5. Preferred Data Sharing Approaches

• Shared with select partners: Most companies prefer this approach.
• Shared with all partners: 80% expect this to stay the same or grow slowly.
• Basic data in standard format: 39% of companies prefer this.
• Easy-to-use web-based interface: 25% prefer this method.
• Limited data in specific situations: 19%.
• As much data as possible via web-based solution: 9%.
• As little data as possible: 9%.

Key Challenges

• Data sharing barriers: 56% of data sharing occurs through ad hoc requests or routine reports.
• Lack of trust: CPGs cite lack of trust as a major issue.
• Limited skills and tools: Both retailers and CPGs lack the necessary skills and tools to support effective collaboration.
• Collaboration driven by central teams or IT: Not by business decision makers.
• Limited executive support: There is limited support from executive leaders for data collaboration initiatives.

Expected Outcomes of Improved Collaboration

• Retailers: Focus on operational benefits such as improved productivity and joint business planning.
• CPGs: Look for better business outcomes like improved innovation and increased share of wallet.
• Both: Emphasize customer value through innovation and faster application of insights.

Conclusion

• Retailers and CPGs recognize the value of data collaboration but are hesitant to share all customer and product data.
• There is a need for a trusted virtual space to facilitate collaboration.
• A middle ground in data sharing is necessary to achieve greater business gains.
• The right tools are critical to enable this collaboration.
• Collaboration should move from ad hoc initiatives to a strategic priority focused on serving shopper needs.

Methodology

• Survey: Custom survey of 110 US-based retail and CPG professionals involved in customer insights, merchandising, and marketing.
• Respondent Roles:
  • 35% C-level/VP
  • 32% Director
  • 33% Manager
• Company Revenue:

  • 50% have revenue between $1B to $2B

  • 40% have revenue between $3B to $4B

  • 10% have revenue of $5B or more

About Forrester Consulting

Forrester Consulting provides independent and objective research-based consulting services to help leaders succeed in their organizations. Their services range from short strategy sessions to custom projects, connecting clients with research analysts who apply expert insight to specific business challenges.

Project Director

• Chris Taylor: Market Impact Consultant

This summary captures the essence of the study, highlighting the current state of data and insights collaboration, the challenges faced, and the opportunities for improvement.