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Challenge:
Alpha Company wanted to understand their sales pattern and consequently how to increase weekly sales.
Our Way:
We looked at sales trends by day and by week factoring in seasonality, weather, and other factors to determine the driver of sales.
Result:
We found Alpha Company has a 25 week seasonality starting from June and ending in November. If they can increase that seasonality by 1 week every year, Alpha Company will have an annual sales growth of 3%.
We recommended and helped implement 2 things to solve Alpha Company's challenge: |
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Alter media calendar to start the season early |
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Jump start the media calendar by adding a one day special promotion |
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Challenge:
Beta Company wanted to identify how to best use their media dollars.
Our Way:
The media calendar was superimposed on sales by week for each market and causality was determined.
Result:
We determined when each media driver worked best for Beta Company. For example we found that:
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Radio is best used in markets where people know the brand, the food, and have exposure to the brand. It is more of a wake up call for infrequent or lapsed users. |
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Challenge:
Some markets at Charlie Company were below par. They wanted to identify how to turn around down markets.
Our Way:
We switch the paradigm. There are NO down markets only down stores. Identify the down stores and compare them to stores that are doing well.
Results:
We use the data collected to follow a decision tree:
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Is it a trade area problem? |
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Real estate, location, parking, getting in and out |
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Is competition too established? |
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Is it a store operations problem? |
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Employees, food, atmosphere, cleanliness, other image issues |
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Is it a marketing problem? |
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Local Store Marketing (LSM) |
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