What is "ENS ? A Key Account - Category Management Tool Census Level UPC / Store / Daily Detail : Actual Unit Movement Actual Unit Price Merchandising Support Temporary Price Reduction Trade Feature Support In Store Display Support Aggregations : Total Store Total Category Total Segment Total Brand Total Chain Total Merchandising Zone Total Sales Territory Monday to Sunday Business Week Retailer Merchandising Week Custom Promotion Period Key Benefits : Store Identified Action Points Distribution Voids Display Compliance Out of StocksData Relevance _., Data Analysis + GAP ft Quantity Time Copyright 1996, econ market service"ens= ae | Category Managemen Channel Trends e Food/Drug/Mass/Convenience Fair Share Analysis e Category/Segments/Brands Category Trends e Segments/Manufacturers/Packages Opportunity Drill Down PROVIDES: “Strategic” Direction Copyright 1996, efficient market services, ine.Category Management Factory Shipments Retailer Data Opportunity Drill Down Warehouse Withdrawls Syndicated Scanner Data Merchandising Audits Household Panel Data Consumer Surveys Geodemographic Data Copyright 1996, efcion market services, ine.1 Category Management Channel Trends e Food/Drug/Mass/Convenience Fair Share Analysis Opportunity Drill Down e Category/Segments/Brands Category Trends e Segments/Manufacturers/Packages PROVIDES: oe “Strategic” Direction Lod But Lacks an Identifiable ACTION POINT (Copyright 1996, eficient market service, nei ry ee — | Traditional Syndicated Scanner Data — Syndicated data has been designed principally for strategic tracking - Sample based movement and causal data are collected Mon. - Sun. — Provides standard category and market definitions for comparitive rev. Stores Ad/Display —— Cm Collection aif if P —+@-- Tia i Strategic Retail |; i Tapes or ji Host |c 4 Electronic Peon 4 e Access PP! SEI Weekly Polls a, SS —_—____—. Say _ Sales Manufacturer Headquarters Cycle time 2 - 8 weeks, data is weekly, merchandising conditions are not measured in all stores Copyright 1996, ecient market rece, in.heMs: Retailer Promotion Weeks “Accurate promotion evaluation begins with an accurate promotion period definition.” Lovie EWU Wa Kroger - Atlanta (Zone 1) Kroger - Cincinnati Kroger - Columbus (Zones 1-4) Kroger - Michigan Kroger - Nashville (Zone 1) Wednesday - Tuesday City Markets Dillon Eagle Fry's H.E. Butt Homeland King Soopers Kroger - Dallas Kroger - Houston Save Mart Von's - Las Vegas PROMOTION WEEK DEFINITIONS: * Traditional Data Defines as Monday - Sunday (NO FLEXIBILITY) * ems Data Allow Custom Definitions to Match ACTUAL Promotion Periods Sunday - Saturday ABCO Bruno's Kroger - Atlanta (Zone 2) Kroger - Central Kroger - Columbus (Zone 5) Kroger - Louisville Kroger - Mid Atlantic Kroger - Nashville (Zone 2) PathmarkSe — Weekly Data Retrieval Systems MON 10 40 4.00 TUE 10 40 4.00 WED 28 25 6.25 THU 30 25 7.50 FRI 15 40 6.00 SAT 10 40 4.00 SUN 15 30 4.50 115 36.25 Movement X Sunday Price = Value 115 30 $34.50 OR Total $ / Movement = Average Price $36.25 115 32 Copyright 1996, ecient marker services inePromotion Evaluation Weekly Vs. Daily Data Retrieval MON 10 99 9,90 MON TUE u 99 10.89 TUE WED 10 99 9.90 WED THU 2 .79 17.38 THU FRI 28 79 22.12 FRI SAT 34 19 26.86 SAT SUN 26 79 20.54 SUN 141 $117.59 ems Daily Data: Regular Units 78 99 Promoted Units 171 79 Weekly Data: Regular Units 108 87 .99 Promoted Units 141 84 .79 Copyright 1996, eflient marker services, ne 22 20 19 10 ul 14 2 108 $77.22 $135.09 79 79 99 t 17.38 15.80 15.01 9.90 10.89 13.86 11.88 $94.72 $94.72 $106.92 $117.59 $111.39ems: ist Category Manaaeinen Channel Trends e Food/Drug/Mass/Convenience Opportunity Drill Down Fair Share Analysis e Category/Segments/Brands Category Trends e Segments/Manufacturers/Packages Tactical Execution e Assortment e Shelf Space e Pricing e Promotion ACTION POINT Copyright 1996, efficient market sersices, ine.el heMS=— ems Report Offerings - by Issue ——|_—— Distribution Out of Stocks Shelf New Items Pricing Promos i 1 I 1 I 7 7 Potential Space - n . Feat Dist Build Out of Stocks MgmtData Dist Build Price Alert Recap 1 1 I T iE : Dist Exception OOS Alert Item Recap Dist Excep Price Zone Summary Execution Promo I I I I I Recap Distribution Variety/ Sales & Void 008 Review SDA Merch Tracking|| {tem Recap Deal I —_———_, Gross SDA Summary Margin Mix Promo Recaps Performance | Store Volume land Opportunity 3 Share? Variety Review I Category Share Recap Copyright 1996, eflcion marke services, ineQuick Response Mail Box 1st Menu Screen INE @ = Store Execution = Category Management Byyno's Copyright 1996, ficient market services, ne.RESULTS Cycle time in hours Daily Store-specific detail Complete Decision ready User targeted Store Management - Forecast - 0-0-S -CAO - Promotion clearing Daily Scan Data - Units - Price Merchandising Conditions - Feature “Tnformation Hub corte gt ov EH Action Measures Sales, Logistics, Marketing e Settlement companies Headquarters Dc e In-store service providers Category s Management at Continuous Replenishment ‘Consumer Demand Marketing Copyright 1996, econ market services, ineems Causal Data Collection Feature Ads e Ads coded by dominance v A- Primary prominence / often a color ad v B- Secondary prominence / black & white v C- Obituary / line ad v P- Ad with coupon e Qualitative reporting — Color/Black & white — Page number of feature vehicle e All ad/pricing zones covered In-Store Displays e Collected to match individual store “display-build week” (Copyright 1996, eficen marker services, ineen=— ems In-Store Display Codes Checkstand Area LSE ©} -4#1 Store Front/Promotion Display - #6 Side Aisle End Cap Display © - #2 Store Rear Display © - #7 In-Aisle Display MM - #3 Front End Cap Display - #8 Other EE] - #4 Mid Aisle End Cap Display - #9 Secondary Location Display I - #5 Rear End Cap Display Ch - #10 In-Shelf Display Copyright 1996, econ market services, ineea ems Tactical Data Deliverables a Electronic delivery via modem for the Quick Response Mailbox a Measures reported are: Units Features (A, B, or C) Dollars Out of Stock estimates Base Units Share within chain Incremental Units Retail Price Displays (with location) Forecast for replenishment Comparisons of base volume vs. actual volume a Available for individual stores, custom store clusters, or total chain (Copyright 1996, eficiont marke services ine.ems Service Database Ad-hoc Reports Quick Response Mail Box Value Added Process Managment ems Servicing Options Primary Deliverable Flat File Standard Formats Standard Menu of Reports Exception/Opportunities Process/Communication Form of Delivery TapefTrans Hard Copy Modem Mail,Phone Fax, Modem Frequency of Update D-W-M-Q NIA D-W-M-Q: As Needed Copyright 1996, econ marker services, ne Cost Standards Set-up + Annual Fee Standard Report Costs Set-up + Category Fee Category Fee + UpchargeThe Director of Volume Optimization = Data Mining = Opportunity ID =« Communication = Action/Sell Sheets = Process Evaluation Copyright 1996, ecient market services, ne.15% of Potential Sales of Promoted Items are Lost to OOS 16 sal 12 10 8 4 2 0 Overall Regular Turn PromotionCoca-Cola Retailing Research Council “Out-of-Stock” Study Conclusions Out-of-Stocks are a Serious Problem 8.2% of ALL Items are OOS on average day. 48% of ALL Items were OOS at least once during a four week period. 15% of Potential Sales on Promoted Items are Lost to OOS’s. Copyright 1996, efficient marker services, ineSia 15% of Potential Promotion Sales are Lost to OOS 18.5 BAIl Stores §§ Stores with Displays Stores without Displays Lost Sales Copyright 1996, ecient marke services, ineOut-of-Stocks Cause 3.1% Loss in Sales to Retailer 9 8 iT 6 5 4 3 2 1 0 8.2 6.5 3.4 3.1 % % of Alter. SKU's Sales Purch Sales oos ‘Copyright 1996, ecient market services, ine“NEMS eT Out-of-Stocks Cause 4-5 % Loss in Sales to Manufacturer CANHWARTANDO 8.2 6.5 1.5 mF: % % of Alter. Lost SKU's Sales Purch Sales oos Copyright 1996, econ market services, ineOut-of-Stocks All Days are Bad... Some are Worse ! % of SKU’s Out-of-StockABSES FOODS Store Location Coors Light $ 724 450 699 452 726 723 727 710 725 720 Tucson Tucson Tueson Tueson Tueson Tucson Tueson Mesa Tueson Tueson S| Geodemographic Data Integration ems 3000 3812 3451 2862 3444 5299 2604 2936 1461 1581 March 19 - September 16, 1995 ems ems Category Index Coors Light Index 83 108 118 116 97 103 56 67 75 57 Copyright 1996, eficient market services, ne. 40 39 32 27 39 57 51 48 22 30 Spectra ems Coors Light Spectra Index Gap 4147 107 134 -95 122 -90 116 -89 4127 -88 142 -85 133 82 119 71 87 65 94 64Store Location # 724 450 699 452 726 723 727 710 725 720 Tucson Tucson Tucson Tucson Tucson Tucson Tucson Mesa Tucson Tucson Average $ $3,000 $3,812 $3,451 $2,862 $3,444 $5,299 $2,604 $2,936 $1,461 $1,581 $8,850 March 19 - September 16, 1995 Coors Light Coors Light $ Share 29 28 23 2.0 28 41 3.7 3.5 1.5 2.2 7.0 Coors Light Share Index MNS 40% 33% 28% 40% 58% 53% 50% 21% 31% 100% UPC's Selling Poors 18 884 37.0 28.6 35.4 28.6 33.2 26.6 23.1 29.7 26.2 29.7 28.1 Copyright 1996, efcient arket service, ine. Coors Light Category Coors Light % Units On Deal % Units On Deal 8.9 13.5 19.4 21.2 13.2 13.9 10.2 11.6 10.6 8.3 14.5 Coors Light % Deal Units # of Days On Display 16.7 28.5 54.4 47.6 96 27.1 417 0.0 63.4 68.6 19.9 Coors Light oos ROWDIOCBBVON ea Information Investment Clearly Defined Goals with a Quantifiable Return (Copyright 1996, efcient arket service, ine.CHEB ACME) nae ee Soe. BINS PLOyreltns E Can be Implemented with Key Retailers Nationwide sae V Companies, Inc. rae