Retail Analytics - The Secret Weapon

Informationen zum Autor 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. Klappentext The inside scoop on boosting sales through spot-on analyticsRetailers collect a huge amount of data, but don't know what to do with it. Retail Analytics not only provides a broad understanding of retail, but also shows how to put accumulated data to optimal use. Each chapter covers a different focus of the retail environment, from retail basics and organization structures to common retail database designs. Packed with case studies and examples, this book insightfully reveals how you can begin using your business data as a strategic advantage.* Helps retailers and analysts to use analytics to sell more merchandise* Provides fact-based analytic strategies that can be replicated with the same success the author achieved on a global level* Reveals how retailers can begin using their data as a strategic advantage* Includes examples from many retail departments illustrating successful use of data and analyticsAnalytics is the wave of the future. Put your data to strategic use with the proven guidance found in Retail Analytics. Zusammenfassung The inside scoop on boosting sales through spot-on analytics Retailers collect a huge amount of data, but don't know what to do with it. Retail Analytics not only provides a broad understanding of retail, but also shows how to put accumulated data to optimal use. Inhaltsverzeichnis Preface ix Acknowledgments xi Chapter 1 Retailing Analytics: An Introduction 1 Retailer Goodwill 2 The Inside Scoop: Retail Power Brokers 2 Retail Organization 3 Real Estate Marketing 5 Creative Advertising Marketing 6 Operations Marketing (Research) 6 Direct Marketing 7 Strategic Marketing 7 Communicating to the Retail Organization 8 Point of Sale versus Market Basket Data 9 Data Is Gold 10 Data as Revenue: The Price of Retail Data 12 Chapter 2 Retail and Data Analytics 15 Hard-Core Data Terms: Now We're Talking about the Fun Stuff 15 Market Basket 16 Data Storage 101 17 Data without Use Is Overhead 19 Case Studies and Practical Examples of Data-Related Retail Projects 20 Trade Area Modeling 20 Real Estate Site Selection Modeling 21 Competitor Threat Analytics 22 Merchandise Mix Modeling: Combining Multiple Data Sources 23 Celebrity Marketing: Tracking Effectiveness 26 House Brand versus Name Brand 28 E-Business: Clicks and Mortar 29 Affinity Merchandising: Merchandise Cross-Sell Case Study 33 Market Basket Analysis: Examples 35 Store Departmental Cross-Selling 40 Single Category Affi nity Analysis: Paper Towels 43 Best Checkout Register Impulse Items for Christmas Season: Case Study 45 Chapter 3 The Apparel Industry  47 Many Types of Apparel Businesses 47 Retailer Building and Location, Location, Location 48 Who Is My Customer? Size Up the Opportunity and Show Me the Money! 49 Evolution of a Brand: Not Your Father's Blue Jeans 50 Diversifi cation: Spread Risks over Multiple Businesses 51 Critical, Need-to-Know Information in Apparel Analytics 52 Seasonality: Styles Change like the Wind 52 Seasonal Counterpoint 54 Merchandise Placement...

List of contents

Preface ix
 
Acknowledgments xi
 
Chapter 1 Retailing Analytics: An Introduction 1
 
Retailer Goodwill 2
 
The Inside Scoop: Retail Power Brokers 2
 
Retail Organization 3
 
Real Estate Marketing 5
 
Creative Advertising Marketing 6
 
Operations Marketing (Research) 6
 
Direct Marketing 7
 
Strategic Marketing 7
 
Communicating to the Retail Organization 8
 
Point of Sale versus Market Basket Data 9
 
Data Is Gold 10
 
Data as Revenue: The Price of Retail Data 12
 
Chapter 2 Retail and Data Analytics 15
 
Hard-Core Data Terms: Now We're Talking about the Fun Stuff 15
 
Market Basket 16
 
Data Storage 101 17
 
Data without Use Is Overhead 19
 
Case Studies and Practical Examples of Data-Related Retail Projects 20
 
Trade Area Modeling 20
 
Real Estate Site Selection Modeling 21
 
Competitor Threat Analytics 22
 
Merchandise Mix Modeling: Combining Multiple Data Sources 23
 
Celebrity Marketing: Tracking Effectiveness 26
 
House Brand versus Name Brand 28
 
E-Business: Clicks and Mortar 29
 
Affinity Merchandising: Merchandise Cross-Sell Case Study 33
 
Market Basket Analysis: Examples 35
 
Store Departmental Cross-Selling 40
 
Single Category Affi nity Analysis: Paper Towels 43
 
Best Checkout Register Impulse Items for Christmas Season: Case Study 45
 
Chapter 3 The Apparel Industry 47
 
Many Types of Apparel Businesses 47
 
Retailer Building and Location, Location, Location 48
 
Who Is My Customer? Size Up the Opportunity and Show Me the Money! 49
 
Evolution of a Brand: Not Your Father's Blue Jeans 50
 
Diversifi cation: Spread Risks over Multiple Businesses 51
 
Critical, Need-to-Know Information in Apparel Analytics 52
 
Seasonality: Styles Change like the Wind 52
 
Seasonal Counterpoint 54
 
Merchandise Placement and Presentation: From Racks to Riches 54
 
Accessories 55
 
Next Best Offers 55
 
Promotions: Lifeblood of the Apparel Business 57
 
Retail in General: Impulse Buying 57
 
Chapter 4 Importance of Geography and Demographics 59
 
Understanding the Tools and the Data Requirements 60
 
How Geographic Information Systems Work: Science behind the Tools 60
 
GIS Layers of Information: Building a Map, Layer by Layer 61
 
How Geography Fits into Retail: Location, Location, and Location! 61
 
Retail Geography: Data and Lots of It 61
 
Retail Data: Internal Data Collection 63
 
Retail Trade Areas: Differing Methods for Debate 63
 
Zip Code Data: Forecasting Application Volume by Store 66
 
Now That We Understand the Tool and the Data, What Do We Do? 66
 
Card Preference Opportunity by Zip Code: Case Study 66
 
Example of Sales Penetration Map 71
 
Market Observations: Additional Uses of the GIS Tool 72
 
Chapter 5 In-Store Marketing and Presentation 75
 
Understanding the Different Store Designs 76
 
Old Theories of Merchandise Placement 77
 
New Theories of Merchandise Placement 77
 
Mass Merchandisers Were Slow to Catch On: Does Convenience Translate into Sales? 78
 
All about Pricing 78
 
Everyday Low Price 79
 
Loyalty Discount Philosophies 82
 
Tiered Pricing 82
 
Types and Sizes: Retail Store Strategies 84
 
Store in a Store: Make Shopping Convenient 84
 
What's in a Store: Convenience Stores to Hypermart Stores 85
 
Hypermarts: When Is Big

Product details

• Authors: Cox, E Cox, Emmett Cox
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Hardback
• Released: 18.11.2011
• EAN: 9781118099841
• ISBN: 978-1-118-09984-1
• No. of pages: 176
• Series: SAS Institute Inc; Wiley and SAS Business Series; Wiley and SAS Business; SAS Institute Inc; Wiley and SAS Business Series; Wiley & SAS Business
• Subjects: Social sciences, law, business > Business > Management; Rechnungswesen, Revision, Einzelhandel, Accounting, Business & management, Auditing, Retailing, Wirtschaft u. Management