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Providing a data solution to help Kimberly-Clark sell more

Vital Statistics

Client:

Kimberly-Clark

Project Period:

ongoing

Services Used:

Data and insights
Outsourced field sales

The Brief

In an ever changing environment where data is key to making decisions at both Head Office and store level, it became apparent that Kimberly-Clark and our Kimberly-Clark field team were at risk of being left behind. Data to the field team was minimal, where they were receiving data it was category level data only, and they were being updated on an irregular basis due to existing data flow restrictions.

At a head office level Kimberly-Clark were having to run data via different retailer systems using inefficient ways of working to achieve the reports

required. Insight & trends were very difficult to identify with so much time being spent on working the data into the relevant formats.

Back in 2015 we were set the task to provide robust data to the field team in a way that they could digest quickly and use to inform stores with the latest data based insights. A second key objective was to provide Kimberly-Clark with a solution that enabled them to work more effectively and efficiently with the retailer data.

The Activity

We already use data partner Neilson for a number of our data requirements, so it made sense to partner with them once again on this project. The result was that we were able to create a Data Analytics offering that has 3 key functions:

1.) Retailer and brand scorecards that provide sales performance, promotional performance and availability data in an easy to use to use format. Scorecards are easily filtered by the user to enable better conversations with the retailer and smarter targeting of issues in store.
2.) Daily availability alerts to the field team directing them to key issues based on lost sales value. The daily alerts are sent directly to the field teams’ data capture device allowing them to respond directly to the issue and feedback the action taken.

3.) Head Office toolkit to allow for easy analysis of retailer data using the same format across all retailers. The suite has the ability to easily manipulate extracted retailer data in a way that is more effective and much more efficient than previous ways of working.

This means that members of Kimberly-Clark only need to learn one system as oppose to a number of different systems when changing roles, and it also gives consistency of reporting across each of the accounts when sharing internally.

Ben Harvey, Grocery Manager at Morrisons commented that our scorecards help him to identify his sales at a glance and can be used to “create an action plan to recover lost sales” and even said he thought that the scorecards are the “way forward” to driving sales in his store.

The Results

Incremental displays are increasing YOY by over 21%, and we have even seen an 18% increase in the quality of these displays

Incremental displays are increasing YOY by over 21%, and we have even seen an 18% increase in the quality of these displays

Our system has helped to identify in excess of £2m of brand opportunities for Kimberly-Clark to discuss with their buyers/category teams

Our system has helped to identify in excess of £2m of brand opportunities for Kimberly-Clark to discuss with their buyers/category teams

Reports that used to take approx. 3 hours to produce can now be achieved in under 15 minutes

Reports that used to take approx. 3 hours to produce can now be achieved in under 15 minutes