IRi-恢复增长，大数据合作（英文版）-2017.6-15页-1mb

Back to Growth: Summary

Core Content

This document discusses the challenges and opportunities facing the Fast-Moving Consumer Goods (FMCG) industry in the context of a stagnant or weak growth environment. It emphasizes the importance of big data collaboration between retailers and manufacturers to better understand and respond to customer needs, ultimately driving growth and improving customer experiences.

The key themes include:

• Customer (r)evolution: Customers are more informed, health-conscious, and value-driven, leading to decreased brand and store loyalty.
• The role of data: Access to detailed customer insights is essential for making informed decisions and personalising marketing strategies.
• Collaboration over silos: Traditional siloed approaches are no longer sufficient; a more integrated, customer-centric strategy is needed.
• Technology as a game changer: Modern tools and platforms enable real-time data analysis and collaboration, which can lead to more effective marketing and product strategies.

Main Points

1. The FMCG Growth Challenge

• The post-2008 economic crisis has made customers more informed and selective.
• FMCG volume sales in Europe have grown little or not at all over the past four years.
• Retailers are forced to compete on price, leading to a commoditisation of products.
• Without significant changes, the industry risks failing to innovate and drive sales with the right margins.

2. The Need for Customer-Centric Strategies

• Customers now expect convenience, personalisation, and value in every purchase.
• The traditional silo approach, where retailers and manufacturers operate independently, is not effective in meeting these expectations.
• A collaborative approach that uses data to understand customer behavior and preferences is essential.

3. Big Data Collaboration as a Solution

• Big data collaboration allows for a more holistic view of the customer.
• It enables better decision-making through real-time insights and unified data platforms.
• The Efficient Consumer Response (E.C.R.) model laid the foundation for collaboration, but modern data strategies are needed to enhance it further.

4. Barriers to Collaboration

• Data ownership: Retailers and manufacturers often hold data separately, limiting shared insights.
• Volume of information: The sheer amount of data makes it difficult to use for daily decision-making.
• Different customer perspectives: Retailers have more insight into customer behavior, while manufacturers understand product preferences.

5. Expected Outcomes of Collaboration

• Store-level optimisation to better meet customer expectations.
• Elimination of ineffective promotions.
• Personalised promotions and communications to increase customer engagement and loyalty.

Key Information

• Case Study: M&S
  M&S has implemented a platform using IRI's Liquid Data™ (ILD) to unify sales, demand forecast, and on-shelf availability data. This allows for real-time analysis and decision-making, and has led to 80% of manufacturers joining the programme within a year.

• Case Study: McColl's
  McColl's has developed a technology platform with IRI that integrates sales data, loyalty program data, and customer segmentation. This enables cross-brand promotions, assortment planning, and personalised campaigns.

• Technology and Tools
  IRI provides a cloud-based platform and Analytics Centre of Excellence that supports real-time data sharing, decision-making, and collaboration. It is trusted by 95% of Fortune Global 500 companies in FMCG and retail.

Conclusion

To succeed in the current FMCG landscape, collaboration is essential. By integrating data and insights, retailers and manufacturers can better understand customer behavior, improve product and promotional strategies, and create a more seamless shopping experience. The use of advanced technology and data analytics is not just an advantage, but a necessity for driving growth in a competitive and evolving market.