Objective
This SOP outlines the steps to effectively use BDSA's Sales Enablement tool to analyze competitive retailers and their sales performance.
Key Steps
1. Accessing the Sales Enablement Tool 0:00
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Open BDSA's Sales Enablement tool.
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Select the Distribution Assistant option.
2. Selecting a State 0:16
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Choose the state you want to analyze (e.g., Ohio).
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You can search for any state of interest.
3. Navigating to All Locations Tab 0:26
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Scroll down to the middle section in the All Locations tab.
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Review the table that provides information about estimated sell-through for stores.
4. Reviewing Retailer Information 0:42
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Click on the Retailer Info tab to view:
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Store name
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Store rank
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Market share
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Estimated daily sales
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Store information and website link.
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5. Analyzing Category Performance 1:01
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Click on the Category tab to dive deeper into store performance.
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Use the selector to define the category hierarchy level (default is level two including packages).
6. Understanding Sales Metrics 1:35
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Review key metrics:
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Dollar and unit velocity (sales per store per day).
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Category dollar share (sales share of the category).
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Category SKU share (shelf space percentage).
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7. Reviewing Pricing Information 2:07
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Check the most common original and post-discount prices for products.
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Understand that the most common price reflects what is likely seen on menus.
8. Analyzing Brand Performance 3:05
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Filter results by specific brands or brand houses to compare performance.
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Review product details including rank, velocity, shelf share, and price.
9. Exploring Demographics 3:32
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Access the demographics tab to understand consumer types visiting the store.
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Sort by median age and income to target specific demographics.
10. Exporting Data 3:55
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Use the export feature to download all details into a CSV file.
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Schedule reports to be sent to team members.
Cautionary Notes
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Ensure that you are selecting the correct state and category to avoid irrelevant data.
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Double-check the hierarchy level settings to ensure accurate analysis.
Tips for Efficiency
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Familiarize yourself with the product hierarchy available in the resources section for better navigation.
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Use filters effectively to narrow down data to specific brands or demographics for targeted insights.