通过以顾客为中心的协作驱动差异化增长（英文版）.pdf

FORRESTERGET STARTEDA Custom Technology Adoption Profile Commissioned By Precima | October 2017Drive Differentiated Growth ThroughShopper-Centric Collaboration FORRESTEROVERVIEW SITUATION APPROACH OPPORTUNITY CONCLUSIONSA Custom Technology Adoption Profile Commissioned By Precima | October 2017Drive Differentiated Growth Through Shopper-Centric Collaboration IntroductionRetailers and CPG manufacturers face more-demanding shoppers and a raft of new competitors from retail online pure plays, to crowd-funded new entrants, to the CPG manufacturing market. In order to compete, they need to develop both deep insight into changing shoppers needs and superior execution agility to deliver the positive shopping experience that will allow them to drive differentiated growth. Retailers and CPG manufacturers separately collect and analyze data on shoppers and products. They review data about item, brand, and category performance and share trends; they evaluate the assortment of architecture; and they review campaign, price, and promotion metrics to identify and capitalize on opportunities. Their separate efforts and perspectives limit their insight and scope for anticipating and meeting shoppers needs. More complete insight and more effective action requires collaborative effort and a shared ecosystem for data collection and analysis.For this study, Precima commissioned Forrester Consulting to survey US retail and CPG professionals to understand their frustrations and aspirations associated with deriving actionable insights to positively impact customer behavior.Industry 48% retailers 52% CPG manufacturersRespondent role 35% C-level/VP 32% director 33% managerCompany revenue 50% $1B to $2B 40% $3B to $4B 10% $5B or moreRegionCustom survey of 110 retail professionals in the US involved with customer insights, merchandising, and/or marketingFORRESTEROVERVIEW SITUATION APPROACH OPPORTUNITY CONCLUSIONSRetailers And CPGs Fail To Make The Most Of Their Data And Have Room For Improvement With AnalyticsRetailers need deep understanding of shoppers to consistently deliver compelling experiences. From granular data they need toderive actionable insight about their customers. But fewer than a quarter of our survey respondents use data consistently acrossthe entire company or as the basis for all decisions, with almost 50% using data in an ad hoc way or rarely at all. This means they miss many opportunities. In order to produce actionable business insight from data, retailers need to apply the right analytics to yield the proper outcomes. Most companies consider their current analytical techniques to be moderately advanced, which means there is potential for retailers and CPGs to do more in extracting greater insights from the data through more-advanced techniques. 1 2A Custom Technology Adoption Profile Commissioned By Precima | October 2017Drive Differentiated Growth Through Shopper-Centric Collaboration FORRESTEROVERVIEW SITUATION APPROACH OPPORTUNITY CONCLUSIONS1 2When Firms Use Analytics, They Employ Them Across The Major Business Performance LeversThere are many applications for which data analytics can help guide business decisions. From our survey, we discovered that the heaviest use of analytics is to drive the right combination of price and promotion tactics together with demand and fulfilment planning.We found that data and insights are also highly used by most companies to enable customer-focused initiatives such as supporting go-to-market strategies, developing customer marketing campaigns, and managing loyalty programs. As shoppers are now better informed and empowered through technology (e.g., mobile), retailers must ensure they are utilizing their data and insights properly to satisfy (or exceed) customers rising expectations across all elements of the holistic value proposition.A Custom Technology Adoption Profile Commissioned By Precima | October 2017Drive Differentiated Growth Through Shopper-Centric Collaboration FORRESTEROVERVIEW SITUATION APPROACH OPPORTUNITY CONCLUSIONSOpen Data And Insights Sharing Between Retailers And CPGs Is Not Standard YetOne key way in which retailers can better satisfy shopper needs is to align the resources of their supplier partners with the needs of the retailers specific shoppers collaborating around shopper-centric data and insights is key to this approach.However, finding the right data to share, and the right way to share it, is challenging. Fifty-six percent of sharing is currently taking place through ad hoc data requests or routine reports sent via data files; few retailers provide any kind of online data/insights portal to enable collaboration.Difficulty in using data/insights to drive actions was cited by retailers and suppliers as a major barrier to effective collaboration, while CPG respondents cited lack of trust as a major issue. Contributing to the problem is a general lack of skills and tools needed to support this shopper-centric collaboration.As well, our survey found that data and insights collaboration is driven by central teams or by IT and not by business decision makers, and there is limited support from executive leaders.1 2Source: A commissioned study conducted by Forrester Consulting on behalf of Precima, August 2017Base: 110 US-based CPG and retail manager and insights professionalsWhat barriers does your company face in enabling more effective data collaboration with trading partners?35%42%47%49%53%58%17%17%26%34%47%45%Retailers CPG ManufacturersA Custom Technology Adoption Profile Commissioned By Precima | October 2017Drive Differentiated Growth Through Shopper-Centric Collaboration Difficulty using data/insights to drive specific actions that create valueLack of timely or easy-to-use data/insightsLack of personnel/skillsets to work with data effectivelyLack of trust between partnersLack of analytical/insights toolsLack of executive support for use more data/insightsFORRESTEROVERVIEW SITUATION APPROACH OPPORTUNITY CONCLUSIONS1 2A Custom Technology Adoption Profile Commissioned By Precima | October 2017Drive Differentiated Growth Through Shopper-Centric Collaboration Data And Insights Collaboration Is Deemed Important But Is Easier Said Than DoneAll companies we surveyed stated that data and insight collaboration is important, with 65% saying it is very important or essential to future growth or survival. This clearly demonstrates that collaboration is top of mind, but many companies appear to have different ideas of what “collaboration” really means. When we asked what type of data was being shared, the greatest percentage of companies were sharing supply chain data, but far fewer were sharing more-advanced insights or shopper-specific data. This creates a dilemma in which retailers are bullish on better collaboration, yet they are reluctant to share the type of data that will yield the most effective outcomes and improvements.FORRESTEROVERVIEW SITUATION APPROACH OPPORTUNITY CONCLUSIONSRetailers And CPGs Anticipate Greater Collaboration With The Right ToolsEighty percent of companies surveyed expect shopper-centric data and insights collaboration to stay the same or grow slowly over the next few years. Despite its stated importance, many companies are reluctant to make a full commitment. They hesitate because they want to maintain control of their data and data sharing policy. When asked what type of data sharing approach was most attractive, the most common answer was sharing basic data with select suppliers. Companies still need more time before they feel comfortable sharing data will all suppliers.Regardless of the amount of data and insights shared, most companies agree that the data sharing needs to take place via an easy-to-use web-based solution. These solutions enable users to access data when and where they need it. This will improve time-to-value no matter what the volume of data and insights being shared. It will also allow the retailer greater control over exactly what data and insights are shared and how they are accessed compared to simply sending raw data to suppliers.1 2A Custom Technology Adoption Profile Commissioned By Precima | October 2017Drive Differentiated Growth Through Shopper-Centric Collaboration Source: A commissioned study conducted by Forrester Consulting on behalf of Precima, August 2017Shared with all partnersBase: 110 US-based CPG and retail manager and insights professionalsWhich of the following approaches to data/insight collaboration is most attractive to you?Basic sales/supply chain data in a standard formatBasic sales/supply chain data in an easy-to-use-web-based interfaceWe should share limited data in specific situationsWe should share as little data and insights as possibleAs much data in an easy-to-use-web based solution to facilitate as much collaboration as possible24%12%24%6%16%13%5%Shared with select partnersFORRESTEROVERVIEW SITUATION APPROACH OPPORTUNITY CONCLUSIONSImproved Shopper-Centric Collaboration Will Drive Better Business Value For Both Retailers And CPGsWhile perhaps not executing it perfectly, most companies recognize the value that improved data and insights collaboration can provide. As highlighted earlier, the current mindset around how data can be used is focused on logistical, supply-chain use cases.But, as companies consider the impact of improved shopper-centric collaboration, their vision for various benefits focuses much more on creating customer value through innovation and faster application of insights. The logistical outcomes are still relevant and present, but at a lower priority as retailers put customers first.It is interesting to note as well that retailers appear more focused on operational benefits such as improved productivity and improved joint business planning, whereas suppliers are looking for better business outcomes such as improved innovation and greater share of wallet.Higher productivity from leveraging the same insights as partners1 2What are the key expected outcomes or benefits you anticipate through improved collaboration on customer data/insights? (Top 3 shown)A Custom Technology Adoption Profile Commissioned By Precima | October 2017Drive Differentiated Growth Through Shopper-Centric Collaboration 37%44%54%CPG ManufacturersMore innovation from leveraging better and faster insightsHigher sales and profits by identifying more opportunities to create valueImproved shopper loyalty/experience and increased share of walletHigher sales and profits by identifying more opportunities to create valueImproved joint business planning 32%32%34%RetailersBase: 110 US-based CPG and retail manager and insights professionalsSource: A commissioned study conducted by Forrester Consulting on behalf of Precima, August 2017FORRESTEROVERVIEW SITUATION APPROACH OPPORTUNITY CONCLUSIONSProject DirectorChris TaylorMarket Impact ConsultantConclusionIt will take time before retailers are comfortable sharing all their customer and product data in the name of shopper-centric collaboration, but many are on the right track. Retailers recognize the importance that data plays in delivering positive shopper experiences, and they also understand that suppliers have a role to play in driving value through better shopper-centric data and insights collaboration. Retailers will have to determine a middle ground for data sharing they are willing to commit to (perhaps a little more than what they are comfortable with) in order to achieve greater business gains. Having the right tools will be critical to making this happen.Data collaboration needs to evolve from ad hoc or inconsistent initiatives centered on basic supply-chain and sales data to a company priority with the end goal of better serving the needs of shoppers. As well, retailers and suppliers need to put greater priority on actually using the data/insights to drive routine decision making to create value. This will help to more deeply embed the insights into their respective organization and assist their teams in getting the decision-maker support they need to drive change.Retailers and CPGs recognize the competitive threat and the urgent need to anticipate the changing behavior of their customers and drive systematic decisions from data. They recognize the value of collaborating on a common data and insights platform, but they often dont have a trusted virtual space in which they can collaborate, which is a problem that could be remedied by finding the right partners and solutions to help broker a relationship of trust between the two parties.ABOUT FORRESTER CONSULTINGForrester Consulting provides independent and objective research-based consulting to help leaders succeed in their organizations. Ranging in scope from a short strategy session to custom projects, Forresters Consulting services connect youdirectly with research analysts who apply expert insight to your specific business challenges. For more information, visit forrester/consulting. 2017, Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change. Forrester, Technographics, Forrester Wave, RoleView, TechRadar, and Total Economic Impact are trademarks of Forrester Research, Inc. All other trademarks are the property of their respective companies. For additional information, go to forrester. 1-14OGJ0UA Custom Technology Adoption Profile Commissioned By Precima | October 2017Drive Differentiated Growth Through Shopper-Centric Collaboration