RDD Associate Learning Academy

Enterprise-wide Training, Education & Associate-development

RDD ASSOCIATES
Perishables Expertly Merchandised
Collaborative Partnerships Business Solutions Leadership - Breakthrough Results

RDD Associates Core Leadership Strategy

Enterprise Sustainability - Laser focus on GROWING OUR BUSINESSES

train, develop & reward VALUED ASSOCIATE RESOURCES build momentum to ensure

FUTURE ENTERPRISE SUCCESS!

What is RDDs

ASSOCIATE LEARNING ACADEMY?

An enterprise-wide training, education & associate -development process, that:

For every RDD position, identifies core skills, business processes /

protocols, technology enablers and best business practices / solutions
critical to delivering sales agency SERVICE EXCELLENCE
Provides a comprehensive portfolio of fundamental and advanced
training/education modules facilitating associate development and building
organizational capacity and performance

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

PANEL DATA
Please Note:
Pages 6 through 9
of this presentation
reference
slides provided by
Symphony IRI

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

CONSUMER PANEL DATA

[I]
Course
Overview

[II]
Key
Elements &
Topics

[III]
Applications
&
Utilization

[IV]
Reference,
Recap &
Next Steps

Key Discussion Topics

Course Overview: Definition / Purpose / Rationale

Different types of data (Store vs Panel)

National Consumer Panel (NCP)

Panel Availability at RDD
Main Types of Panel Data
Penetration, Purchase Size, Purchase Frequency, Buying Rate

Client-Supplied Panel Data

Recap
Handout/Reference Guide
Next Steps & Timeline

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

TYPES OF DATA
Syndicated/Chain

Consumer Panel/Household

Understand what is happening in

the RETAIL CHAIN in terms of:

Understanding the CONSUMER in terms

of:
Where do they Shop?
Penetration/% Buying
Purchase Occasions
Purchase Size
Household Spending
Buyer Demographics
Loyalty
Repeat Purchasing

Sales
Distribution
Price
Promotions
Base vs. Incremental

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

NATIONAL CONSUMER PANEL

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

NATIONAL CONSUMER PANEL

Total U.S. presence within the 48 contiguous states

4 Census Regions

186 Regional Key Accounts

58 Local Markets

Demographically & geographically dispersed across the continental U.S.

42 National Retail Accounts, 290+ Retailer Marketing Areas (RMAs), 240+ Competitive
Retailer Marketing Areas (CRMAs)

1070+ Market Key Accounts

Channels Available

All Outlets
Grocery
Drug
Mass Merchandise
Supercenter
Club
Convenience
Dollar
Pet
Home/Hardware
Toy
Specialty-All Other

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

NATIONAL CONSUMER PANEL

The National Consumer Panel (NCP) is a continuous longitudinal household panel that
provides consumer purchasing, shopping, attitudinal and demographic information for
sales and marketing professionals to use and create strategies that will drive brand and
category performance

Data providers receive their household scanning data from the National Consumer Panel
(NCP), which is an operational joint venture equally owned by IRI and Nielsen

Households are recruited to the NCP and are incented to record all
their UPC-based purchases, regardless of where purchased, with a
handheld in-home scanning device

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

NATIONAL CONSUMER PANEL

To record purchases, panelists follow directions on the

handheld scanner, scroll to the applicable outlet type and
retailer name, are directed to scan all UPCs purchased every
time they shop, and then transmit this information to NCP

NCP panelists are recruited to be representative of the geodemographics of the U.S. population (48 contiguous states)
www.ncppanel.com

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

APPLICATIONS OF PANEL DATA

PANEL DATA CAN HELP ANSWER QUESTIONS SUCH AS:
How much does the average buyer buy?
How often does the average buyer buy?
Why did volume fluctuate from period to period?

Were volume losses related to decreases in penetration and/or buying rate?

How has brand loyalty changed over time?
Were volume gains or losses deal driven?

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

Available

PANEL DATA at RDD

IRI: Nine Categories : 2013, SR CRMA

Ice Cream

Chunk Cheese

Milk Substitute

Fz Veg

Deli Cheese

Fresh Cut Salad

Cottage Cheese

Sour Cream

Fz Dinners/Entrees

Hood

Egglands Best

Friendlys

Friendlys

Cabot

Bar S

Finlandia

Pictsweet

Client-Based:

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

What is available in

PANEL DATA?

Four Main Panel Measures:

Penetration

Purchase Size

Purchase Frequency

Buying Rate

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

Types of

PANEL DATA

PENETRATION
The % of households that have purchased a product
Higher is better and 100% penetration is as good as it gets

Also Called:

Item Penetration (for specific categories/brand/products)

Shopper Penetration (for channels/retailers)
% Households Buying
Example:
Penetration of Brand X in the New York market is 56%
Means that 56% of all households in the New York market purchased Brand X at least once during the year

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

Types of

PANEL DATA

PURCHASE SIZE
The average amount of product (usually units) purchased by one buying household on a single shopping
trip

Also called:
Item Sales per Item Trip
Sales per Trip
Example:
If annual purchase size for Brand X is 1.1 units
This means that Brand X buyers purchased an average of 1.1 units each time they bought Brand X during
the year

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

Types of

PANEL DATA

PURCHASE FREQUENCY
The number of times your average buying household purchases your product over a whole time period
(usually a year)

Also called:
Item Trips per Item Buyer
Product Trips per Buyer

Example:
If annual purchase frequency for Brand X is 4.2, it means that each household who bought Brand X, on
average, bought it 4.2 times over the course of the year

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

Types of

PANEL DATA

BUYING RATE
The average amount of product purchased by one buying household over a whole time period
(usually a year)
Usually expressed in dollars

Also called:
Item Sales per Item Buyer
Sales per Buyer
Example:
If annual buying rate for Brand X is $15.53, it means that each household who bought Brand X spent,
on average, a total of $15.53 on it over the course of the year.
Buying Rate = Purchase Frequency x Purchase Size

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

CONSUMER ANALYTICAL TREE

Sales
+/Are there more or
less HHs buying
your item?

Penetration
+/-

Buying Rate
+/-

Purchase Size
+/-

Are HHs buying spending

more or less?

Purchase Frequency
+/-

Purchase Size X Purchase Frequency = Buying Rate

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

Types of

PANEL DATA

IRI PANEL SR CRMA: COTTAGE CHEESE CATEGORY

2013 vs 2012
Penetration (HH Buying)
36.5

Buy Rate (Units per Buyer Per Year)

36.2
9.4

10.5 10.0

6.8 6.9

BREAKSTONES

10.2 10.3

5.4 5.3

13.6 13.0

COTTAGE

9.2

AXELROD

FRIENDSHIP

3.3 3.1

COTTAGE

Purchase Frequency

BREAKSTONES

AXELROD

FRIENDSHIP

Purchase Size (Units per Trip)

6.3 6.2
4.6

5.0
2.2 2.1

3.6 3.6
1.5 1.5

2.2 2.2

COTTAGE

BREAKSTONES

AXELROD

FRIENDSHIP

COTTAGE

BREAKSTONES

1.5 1.4

1.5 1.5

AXELROD

FRIENDSHIP

Within SR CRMA, approx 36% all hshlds purchase cottage chs; Friendship approx. 10%
Avg hshld purchases 6X/yr, & when purchasing often buys multiple units
Source: NCP; 52 Weeks ending 9/8/13 ss. YAGO; ShopRite CRMA

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

LEAKAGE TREE
COTTAGE CHEESE CATEGORY: SHOPRITE
Geography : Wakefern Corp-RMA
Time : Latest 52 Weeks Ending Sep-08-2013
Product : COTTAGE CHEESE
HH Demo Summary : All HH Income Per Capita
Target Group 1 : All Households
Sample Size : Client Default Sample Size

$ Opportunity from 1 Additional Point

of Buyer Conversion:

$268,126

9.1MM HHs
in Wakefern Corp-CRMA

66.9% (+1.8pts)

33.1% (-1.8pts)

Shop in Wakefern Corp-RMA

Do Not Shop in Wakefern Corp-RMA

34.5% (-0.1pts)

65.5% (+0.1pts)

Buy COTTAGE CHEESE Somew here

Do Not Buy COTTAGE CHEESE Anyw here

64.6% (+0.7pts)

35.4% (-0.7pts)

Buy COTTAGE CHEESE in Wakefern CorpRMA

Do Not Buy COTTAGE CHEESE in Wakefern

Corp-RMA

CONVERTED BUYERS

BUYER CONVERSION
Households
UNCONVERTED BUYERS

65.3% (-4.0pts)

34.7% (+4.0pts)

100.0% (0.0pts)

COTTAGE CHEESE $ Spent in Wakefern CorpRMA

COTTAGE CHEESE $ Leaked Elsew here

COTTAGE CHEESE $ Leaked Elsew here

LEAKAGE
Dollars

29.4% (+4.5pts)

5.3% (-0.6pts)

80.0% (-1.0pts)

20.0% (+1.0pts)

COTTAGE CHEESE $
Leaked to GroceryX

COTTAGE CHEESE $
Leaked to Other Channels

COTTAGE CHEESE $
Leaked to GroceryX

COTTAGE CHEESE $
Leaked to Other Channels

7.0%
Stop & Shop
+1.7pts

25.5%
-4.6pts

Stop & Shop

Source: NCP; 52 Weeks ending 9/8/13 ss. YAGO; ShopRite CRMA and ShopRite RMA

ShopRite has a category conversion rate only 65% (% of category buyers who shop SR and purchased at SR)
35% of their converted shoppers still purchase the category at other retailers, with most (29%) leaking to other
grocery retailers; 26% category buyers who do not purchase at SR purchase at S&S

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

Types of PANEL

DATA:

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

PENETRATION (HOOD)
Penetration

New York Market

Cottage Cheese
Source: IRI
Average of Data
Row Labels
CATEGORY - COTTAGE CHEESE
FULL FAT
LOW FAT
NON FAT
AXELROD
PRIVATE LABEL
BREAKSTONE
DAISY
FRIENDSHIP

Column Labels
52 weeks ending 1/2/2011

30.4
11.3
24.0
7.9
9.3
10.1
11.1
14.4

52 weeks ending
7/3/2011

52 weeks ending
1/1/2012

52 weeks ending
7/1/2012

52 weeks ending
12/30/2012

52 weeks ending
6/30/2013

52 weeks ending
12/29/2013

52 weeks ending
6/29/2014

52 weeks ending
12/28/2014

31.0
12.9
24.1
7.7
9.5
12.3
11.1
14.6

30.6
12.7
23.5
7.3
9.0
13.4
11.1
13.6

29.6
12.3
22.8
7.3
8.4
12.8
8.8
3.4
12.6

29.3
11.9
22.2
8.1
8.3
11.7
9.0
4.9
12.3

27.4
10.5
21.3
7.2
8.2
10.4
9.0
4.9
11.5

29.3
11.3
23.0
7.6
8.1
10.4
10.3
5.2
12.6

26.6
11.0
20.6
6.7
7.0
9.8
9.2
4.9
11.8

26.2
11.5
19.2
6.8
6.5
11.4
9.3
4.2
10.0

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

DEMOGRAPHICS (HOOD)
Consumer Demographic Profile

Consumer Profile

Variable

Total US

Household Composition

Almond Milk
Source: IRI, 2014

Total HH
Penetration
(US)

Target HH
Penetration
(Categ)

Penetration
Index

Head of Household Age

HH Age 18 - 25

7.0%

7.7%

110

HH Age 26 - 35

17.6%

44.3%

252

HH Age 36 - 45

19.9%

42.2%

212

HH Age 46 - 55

19.0%

4.3%

23

HH Age 56 - 65

14.9%

1.3%

HH Age 66+

21.6%

0.2%

1-Member HH

33.0%

43.9%

133

2-Member HH

28.6%

22.4%

78

3-Member HH

18.1%

15.5%

86

4-Member HH

10.4%

9.0%

87

5+-Member HH

10.0%

9.2%

92

Married

49.5%

45.6%

92

Single

50.5%

54.4%

108

Yes

32.0%

30.9%

96

No

68.0%

69.1%

102

Household Size

Marital Status

Presence of Children

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

CONSUMER DECISION TREE (SAPUTO)

COTTAGE CHEESE CATEGORY
Multi-Serve vs. Single
Serve is the first decision
made within Cottage
Cheese

Source: Cannondale Associates, ShopperGenetics database, 52 weeks ending 9/09

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

FRIENDLYS: 2013 A&U STUDY

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

FRIENDLYS: 2013 A&U STUDY

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

FRIENDLYS: 2013 A&U STUDY

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

FRIENDLYS: 2013 A&U STUDY

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

FRIENDLYS: 2013 A&U STUDY

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

Lets recap PANEL

DATA:

Time to test your knowledge

RDD Associate Learning Academy
Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

Lets recap PANEL

DATA:

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

Lets recap PANEL

DATA:

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

Lets recap PANEL

DATA:

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

Lets recap PANEL

DATA:

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

Lets recap PANEL

DATA:

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

Lets recap PANEL

DATA:

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

PANEL DATA implementation

Moving
Panelahead
Measures

Term

Definition

Notes

Penetration

Measures the product's reach, or penetration,

among all HHs in the relevant geographic
territory.

Also called:

Purchase Size

The average amount of product purchased by

one household on a single shopping trip

Usually expressed in units

Purchase Frequency

The number of times a household purchases

your product over the course of a year

Also called:

-% of Households Buying
-Item or Brand Penetration

Item Trips per Item Buyer

Product Trips per Buyer
Buying Rate

The average amount of product purchased by

one household over one year

Calculated as:
Purchase Size X Purchase Frequency
Usually expressed in dollars

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

PANEL DATA implementation

Moving ahead

www.cpgdatainsights.com

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

PANEL DATA implementation

Moving ahead

Identify how
application of Panel
Data can apply to your
brand. Does your
brand have any data it
can share?

By 5/29/15

Use Panel Data in your

next Business Review.

By 6/26/15

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance

PANEL DATA implementation

Moving ahead

Any Questions, Comments or Ideas?

Thank you for your

participation!!!

RDD Associate Learning Academy

Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building Performance