The context
In the midst of a complex management and business performance project, 20th Century Fox transformed their approach to sales. Traditional roles, such as Key Account Managers and Sales Managers, became Sales Ambassadors, focused purely on the effective execution of promotional campaigns.
With the first days of any promotion being critical to its success – sometimes 60-70% of total sales – the company strives for excellence in promo compliance and in-store execution. In order to do this, they teamed up with an in-store merchandising specialist who would manage merchandising across stores. As part of their strategy, 20th Century Fox wanted to both monitor this specialist’s execution and compliance, and analyse the impact of promotions and campaigns on sales. BeMyEye offers them the opportunity to do both.
The challenge
20th Century Fox aims to monitor all types of stores where they are present across retail and electronics. They turned to BeMyEye and their exceptional geographical coverage to aid them in data collection and analytics.
BeMyEye offered solutions tailored to their needs, leveraging their crowd to garner insights on promotions, including pricing, execution, product placement and POP materials. We provided real-time data on these KPIs, allowing 20th Century Fox to take corrective action as soon as issues are identified, particularly during those first significant days of a campaign. This data was also used to monitor in-store activities carried out by distributors. Post-promotional analyses by BeMyEye also gave 20th Century Fox clear and actionable insights for future campaigns.
KPIs
– Promo Compliance
– Product Placement
– Presence of POP materials
Categories
– Home Video
Channels
– Electronics Stores
– Grocery Stores
Country
– Italy
The results
BeMyEye’s analytics solutions had a measurable business impact on 20th Century Fox’s sales strategy. Identifying key issues, 20th Century Fox was able to immediately correct a range of problems, including POP materials not implemented in stores, execution numbers not in line with investments, incorrect pricing, missing products and OOS. This higher product availability was credited with facilitating 10-20% of sales that otherwise would have been lost had corrective measures not taken place.
The company was also able to make strategy adjustments to pricing and product placing. For example, the team at 20th Century Fox used data and analyses to identify a communications problem with a retailer, with 30% of these stores found to be non-compliant. Thanks to BeMyEye, the company could recover unused promotional budgets from non-compliant and non-executed promos, and sometimes even gain free repetition of said campaigns.
“The speed and actionability of the data offered by BeMyEye are some of the key qualities of the services as it allows us to take corrective measures instantly. Unfortunately, for many reasons, it’s impossible to measure the impact of these insights on the whole business. But what we can do, and successfully measure, is the effectiveness of the corrective measures in qualitative and financial terms.
The actionable information (clear, accurate and right to the point) on non-compliant stores identified by BeMyEye has generated measurable results in terms of immediate restoration of the correct quantities of stock or right display (this has been translated in higher product availability at the launch of a product, resulting in 10-20% of sales that otherwise would have been lost had the corrective measures not have taken place) and pricing & product placement strategy adjustments (in a renowned supermarket chain we found out that 30% of the stores were not compliant in terms of agreed share of shelves, due to bad communication with the retailer).
Through BeMyEye’s data, we managed to get back the unused promotional budget for non-compliant or non-executed promotional campaigns and even more frequently the free repetition of said campaigns.” – Gianfranco Iuculano, Sales Director, 20th Century Fox
Thanks to our end-to-end solution 20th Century Fox has achieved:
Actionable insights for promotions and compliance
Sales boosted by up to 10-20% thanks to higher product availability
Historical tracking and increased performance over time
Data leveraged to ensure stronger partnerships and compliance with distributors
The content of this page has been built based on the following Interview:
Interview with Gianfranco Iuculano, Sales Director, 20th Century Fox
