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Steve Holland


Division CEO BEST CROSSMARK. Who CROSSMARK is. Joint problem in ... What they buy. Estimate sales potential for your product down to the store level ... – PowerPoint PPT presentation

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Title: Steve Holland

Steve Holland Division CEO BEST CROSSMARK
  • Who CROSSMARK is
  • Joint problem in Manufacturing and Retail
  • How CROSSMARK understands the issue
  • How CROSSMARK solved the issue
  • Questions

Scope of Business
  • CROSSMARK Represents over 1800 Manufactures of

Consumer Goods Clients
Retailer Clients
Consumer Goods Clients
Retailer Clients
Category Specific
Value Drug
Mass Club
  • 20,250 Associates
  • Serve 614,500 unique outlets
  • 379,000 UPCs (we manage)
  • Manage 18,000,000 tasks annually
  • 10,000,000 retail hours produced
  • 53 Offices throughout the U.S., Canada, Mexico,
    Australia and New Zealand
  • Privately held, based in Plano
  • 5 strategic wholly owned subsidiaries

Industry Challenges
  • Growth
  • Slow growth in the Consumer Goods industry
  • Globalization
  • Sourcing cheaper goods from low-cost countries
  • Continual Portfolio Management
  • Focusing on core businesses and areas of
  • Information Management
  • Desire for faster data, better P.O.S. insights,
    demographic and loyalty club information, lots of
  • Retail Power
  • Limited ability to increase prices to retailers
  • Increased in-store labor demands from retailers
  • Shifting consumption patterns
  • 80 of brand decisions made in store
  • Supply Chain Complexity
  • New risks, lengthening supply chains, inventory

GMA/ PWC 2006 study
What does CROSSMARK need?
  • A way to achieve the cost of doing business
  • A way to create consistency in reporting
  • A way to create a more sophisticated analytic
  • A way to enable Account Executives with
    marketplace data

Historical Category Management
  • Retailers have been very uniform in tactics
    across stores.
  • They have had one strategic plan per
  • One promotional plan
  • One merchandising plan
  • Limited pricing zones
  • Little customization
  • In reality, store are different and consumers
    are different

Retailer Situation
  • Success for retailers now hinges on their ability
    to cater to local differences
  • Smart retailers are starting to customize their
    offerings to local markets, rolling out different
    types of stores, product lines, and alternative
    approaches to pricing, marketing, staffing, and
    customer service.
  • Retailers are moving from standardization to

Source Darrell K. Rigby and Vijay Vishwanath
Harvard Business Review
What is CROSSMARK StoreView?
  • CROSSMARK StoreView is the latest technology
    around Store Level data
  • This database is custom to CROSSMARK
  • Scanner facts such as dollars and units as well
    as causal facts like base and incremental drive
    detailed analytics
  • Additional insights such as the Relative Threat
    Index (RTI) are unique to CROSSMARK, measuring
    the effect of demographics and actual sales by
    store, by week
  • CROSSMARK StoreView gives the client a
    comprehensive look into in-store conditions

Its all about the store
  • CROSSMARK StoreView and Homescan allow the client
    to understand how shoppers purchase in stores
  • Insights into the shopping environment give the
    retailer invaluable information
  • Tactics tailored to the store driven on consumer
    trends create bankable results

Vastly different profiles create a complex world
What is the Homescan Household Panel?
  • A panel of 125,000 households that continually
    provides information about their purchases
  • Homescan members use in-home scanners to record
    all of their purchases (from any outlet) intended
    for personal, in-home use
  • Information at the individual household level
    tells us
  • Who buys
  • What they buy
  • Where they buy
  • How often they buy
  • How much they buy (total by occasion)

TDLinx SMART Locational data by store
What is Spectra?
  • Spectra provides a 3-dimensional view of the
  • Where they shop
  • What they buy
  • Estimate sales potential for your product down to
    the store level

Spectra Enables Consumer-Centric Marketing
Store Level Data
  • Getting access and insights to POS data for tens
    of thousands of UPCs and stores in US and Canada
  • Loads are done every 2 weeks, but 13 weeks
    (around 2.2 billion rows) of data is loaded. 
  • Currently there are over 23 billion rows
  • 3 Terabytes of data
  • 1 year of rolling data
  • 30,000 stores as contracted by ACNielsen (Mass,
    Drug, Grocery)
  • 70,000 unique UPCs

Store Level Data
  • Tech Specs
  • Software
  • MSFT SQL 2005
  • MSFT Windows Server 2003
  • MSFT Integration Services 2005
  • MSFT Reporting Services
  • Hardware
  • HP Proliant DL585 G1
  • 12GB RAM
  • (4) AMD Opteron 2.4GHz processors (single core)
  • (2) 36.4GB 15krpm drives in a RAID1 config.
  • Data resides on a SAN

Store Level Data via Nielsen Feeds
  • Getting access to POS data for tens of thousands
    of UPCs and stores in US and Canada
  • Business Keys
  • Normalized store locations nationwide (service)
  • Push and Pull technologies to over 80 analysts
    that are aligned with both the manufactures and
  • Data is from actual scans in the store, synthesis
    and insights are what CROSSMARK provide to its
  • Data refresh rate is at what the ecosystem can
    actually adjust to
  • Agreed to definitions and dimensions

Store Level Data
  • What we can do now..
  • Visibility to store level sales and pricing by
  • Ability to look at your competitor in same view
  • Perform opportunity gap analysis by store
  • Create a retail ROI by Store

Questions ????
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