PERFECT STORE

Offline and Online

 TOTAL PS

ONLINE OFFLINE
Online Accounts Brick and Mortar Stores
 TOTAL PS

ONLINE OFFLINE
Online Accounts Brick and Mortar Stores
 WHAT IS
PERFECT STORE ONLINE (PSO)?
Actionable insights by retailer,
by brand and by SKU to measure
and deliver a superior
shopping experience

KEY QUESTION TO BE ANSWERED:

IS THAT ONLINE STORE A UNILEVER STORE?
How to create a Perfect Store Online?
1/ ENSURE AVAILABILITY AT ALL TIMES
Without products being available to buy, there’s no point optimizing product
content & search rank. Retailers hide product landing pages when products are
out of stock – so that content is invisible

2/ FIRST IN SEARCH
Once you’re in stock, it’s time to get found. Optimizing search placement is one
powerful way to quickly jolt your sales.

3/BETTER CONTENT BETTER CONVERSION:

Traffic does not = conversion.
Product content & reviews work in tandem to build trust in your product & close
the deal.
PSO Key Performance Indicators (70A)
Hero Image
Mobile = primary platform for eCommerce. HERO IMAGES allow shoppers to KPI Target: 100%
recognize
Perfect Name
KPI Target: 100%
Primary factor in determining search results. Must contain the top search keyword &
be mobile-optimized at <70 characters

First in Search
KPI Target: 100%
the new shelf. 80% of shoppers don’t go beyond first 5 rows. Product names &
content must reflect the top 10 search keywords by market by SKU.

Online Availability
Can shoppers add our brands to basket? Have we ranged / listed the right products KPI Target: 95%
to match their shopper profile & missions? Core of the Core best sellers in this
retailer.com? Out of Stock or Not Listed?
Ratings and Reviews KPI Target: >
more believable than manufacturer descriptions. Brands must reach >20 ratings, >4 20reviews;
stars and recent reviews (<12 months) on Core of the Core SKUs at least 4.5 stars

Price KPI Target: 100%

Goes well with

TEAM STRUCTURE
Field Sales

Channels
PSO Lead

Automation Supervisor

Maintenance Team Audit Team

New e-Store Opening Team
( as per need basis ) Lead Lead
Members Members
PSO STRUCTURE & WOW

DEFINE EXECUTE MEASURE LEARN & IMPROVE

• Maintenance Team • Audit Team to • PSO lead to evaluate

• Channels to define to keep & update conduct audit and analyze results,
metrics and FOSA, 7OA in all sites weekly based on share and present
submit 1 pager to the metrics given. learnings to
PSO lead and cascade • Maintenance Team stakeholders.
to Field to update sites • Audit Team to
based on ETOP consolidate
• PSO lead to inform Launches & results and
team on request for Promotions in furnish reports
new e-store opening. coordination with
Store Opening Team Field and PMOG • PSO Lead to
to operationalize Teams check and
circulate reports
 TOTAL PS

ONLINE OFFLINE
Online Accounts Brick and Mortar Stores
PERFECT STORE KPIs

PRODUCT

PACK PRICE PLACE PROPOSITION PROMOTIONS

OSA Strategic Price Primary Shelf SOS, Call to Action Promotion

Shelf Standard/
NPD / NPI Planogram Compliance
Compliance, Secondary
Displays

Are we Are we Are we Are we Are we offering

available in understood something
strategically visible in the
the stores? by the better vs
priced? store? competition?
shoppers?
WHAT IS PERFECT STORE?
D E F I N I N G T H E R I G H T E X E C U T I O N S TA N D A R D S

• Shopper centric, customer relevant, and based on key category & channel
insights
• Link between Marketing 6P’s and Sales Fundamentals .
• In SEAA, aside from online, physical store still matters ! Neighborhood stores
are growing as shoppers are avoiding bigger crowds and choosing the nearest
stores.

WHY DO PERFECT STORES?

1.3x Faster Growth

Doors who are executing the required SOS Guidelines
PERFECT STORE KPIs

Marketing 6Ps

PRODUCT

PACK PRICE PLACE PROPOSITION PROMOTIONS

OSA Strategic Price Primary Shelf SOS, Call to Action Promotion

Shelf Standard/
NPD / NPI Planogram Compliance
Compliance, Secondary
Displays

Are we Are we Are we Are we Are we offering

available in understood something
strategically visible in the
the stores? by the better vs
priced? store? competition?
shoppers?

Sales Fundamentals
WHAT WE MEASURE TODAY:

PRODUCT

PACK PRICE PLACE PROPOSITION PROMOTIONS

OSA Strategic Price Primary Shelf SOS, Call to Action Promotion

Shelf Standard/
NPD / NPI Planogram Compliance
Compliance, Secondary
Displays

Are we Are we Are we Are we Are we offering

available in understood something
strategically visible in the
the stores? by the better vs
priced? store? competition?
shoppers?
TOOLS FOR AUDIT

OSA AND NPD PLACE KPIS – SOS, PSP, SD

Go + Beauty +
Supermarkets Health (SSD, RPI) MDC All Channels

OG
Ramosco
E-OSA ISO DPS Tool
App

DT
MAG LE for MAG DPS Tool

WEEKLY AUDIT QUARTERLY AUDIT

TYPES OF PERFECT STORES BASED ON AUDIT:

DIGITAL MANUAL
• Using the digital capability (photo taking) of the DPS
tool. • FMSs to manually input scores instead of
• System analyzes results based on the photos photo taking
submitted
• Only in door where photo taking is allowed • In doors where photo taking is NOT allowed

NOTE: Same targets regardless of enrollment type

PERFECT STORE CATEGORIES
Category-growing programs anchored on shopper insights and category growth drivers

DPS 2021 Category Scope per Channel

PERFECT STORE KPIs vary per CHANNEL

SUPERMARKETS HEALTH GO/CONVI BEAUTY

PRODUCT FOSA: Availability of Core SKUs for the channel

PACK NPD: Availability of NPD in stores within target time

DA/CVD:
SHARE OF ASSORTMENT
SHARE OF SHELF Skin Trends Bar, All Things
The count of ULP SKUs that
Shelf space occupied by UL Brand/Category is commensurate to Hair,
should be correlated to ≥85%
Share of Market Ponds/Creamsilk/Tresemme/
index to SOM per category
Dove MB/Dove Men DA
CATEGORY VALUE DRIVERS
PLACE Cross placement & adjacencies of UL categories to other relevant categories in store
SHELF STANDARD SHELF STANDARD
UL display in primary shelf is in line with the category display Maintain eye / grab / top
standards for the channel level visibility principles
SECONDARY DISPLAYS TOPSHELF/SIDEBIN
Off shelf displays should be the right type in the right locations NPI or strategic SKUs
highlights executed via
CALL TO ACTION topshelf & sidebins with
PROP Shelf strips and merch highlight to communicate value/brand KV/CTA & provides better
efficacy. stock availability
 PERFECT STORE PROCESS

3 weeks before audit 2 weeks before audit Week 1-3 of audit month Next Month

CHANNELS FIELD & PS TEAM FEG PS TEAM FEG and FIELD SALES ALL
(VALIDATION)
CHANNELS
(APPROVAL)
SUBMISSION
OF 1 PAGER

Execution of PS
guidelines
Lead: Field 96%

LEARN
DEFINE
Alignment on PS EXECUTE STORE AUDIT and
MEASURE
Posted data is PS Results appear
& time
View real
Cascade Final 1
c/o CHANNELS
Guidelines with
Field and CD pagers to Field c/o FIELD posting of results c/o CDEx
processed vs on the FMS device
results of PS audit
IMPROVE
through Planoclient
Teams and CD Lead: FMS encoded targets
Excellence
Excellence c/o ALL
Lead: Channels Lead: Channels

Encoding of PS
Targets in DPS
Lead: CD
Excellence

VALIDATION View final reports

PROCESS and in Salesforce
CORRECTION
 PERFECT STORE AUDIT PROCESS

3 wks before audit 2 weeks before audit Week 1-3 of audit month Next Month

Cascade to Field Execution c/o Field

Teams + Submission of
store peculiarities

Alignment on PS STORE AUDIT and Posted data is

Guidelines posting of results processed vs
Lead: Channels encoded targets Release of
processed PS
reports

Cascade to PS Team Encoding of PS

Details c/o CD Ex
HOW DO WE MEASURE IN STORE?
 PRODUCT
On Shelf Availability (OSA)
• If an SKU is available ON
SHELF, check “OSA”
• If an SKU is not present ON
SHELF, check “OOS”
Other things need to be checked:
• If an SKU have price tag,
check “PRICE TAG”
• If an SKU is being promoted,
check “Promo”
TARGET:
• 95%
OSA Scoring Guidelines:
• All store areas are
considered for
Availability (e.g
Secondary, Primary, COC)
• Promo Packs are
considered as regular
SKU.
• Old and new packaging
of an SKU is considered.
NOT CONSIDERED FOR OSA (NOT ON SHELF)
HOW TO COMPUTE FOR OSA?

PER SKU:

Count of doors with

stock of SKU

Divided by

Total number of Doors

audited
NOOS DEFINITION

STILL FOR CONFIRMATION:

National Supermarkets
Group
SM Group Puregold
RSC NOOS ≦ Half of SOS
NOOS ≦ 10 pcs NOOS ≦ 10 pcs
RSCI NOOS ≦ 6pcs
Waltermart NOOS ≦ 7pcs

Beauty, and Go Group Major Accounts Group

NOOS ≦ 2pcs DT MAG ≦ 3 pcs
Watsons MAG MPK ≦ 3 pcs
NOOS ≦ 2 pc
STILL FOR CONFIRMATION:
Health MAG EC ≦ 3 pcs (except Landmark ≦ Half of SOS)
NOOS ≦ 2 pc
MAG RTM: Sachets ≦ 10 links; non sachets ≦ 10 pcs
 PROMOTIONS

Promotions

Availability/ Implementation of
key promotion in-store

How to score PROMO KPI:

• If SKU being promoted is
available in the store, put “I”
• If SKU being promoted is
not present in the store, put
“0”

COMPLIANCE: 100%
 PROPOSTIONS

Category
Shelf Strips Marketing to Shopper Experts
PLACE

Per Category SOS

*displays outside primary shelf
will not be included

Primary Shelf SOS,

Placement/ Planogram Placement: segmentation,
Compliance, sequencing and adjacencies
Secondary Displays per category

Secondary Displays
PLACE: SHELF STANDARD

Drive Market Development for Our Categories through

Merchandising

More Users More Usage More Benefits

 Segmentation
ROLL ON STORE
1
Gender: Male / Female Decision Tree Based Female 50% Male 50%
Brand
Variant Ease Navigation Dove Rexona Women Rexona Men Axe
Nivea OSp
(variant over format) 15% 20% 20% 15%
Format: Roll-on / Aero / Stick / Deo-Lotion
Core Variants

Core Variants
Positioning RO + Body
Spray
Support Variants
2 Core variants (Whitening /Passion/
Ice Cool):
Deos Everyday Use LIC packs (sticks + sachets)
Grow Fragrances
Roll-on + Aero
Grab Level Axe new product

Re-seller: Deo-Lotion
Drive Distribution SACHET STORE

3 Dove beside Nivea Upgrade to Higher Female 50% Male 50%

Beside / End Consumer: Order Needs
Deo-Lotion & other Low Income Upgrade to higher Dove Rexona Women Rexona Men Axe
Away Nivea 15%
OSp
Packs: Bottom margin / usage packs 20% 20% 15%
Core Variants

Space Core Variants

RO + Body
DEOLOTION
Spray
Support Variants
4 SOS >= SOM
Market Share based
Avoid Stock-outs
75+% Deos LIC packs (sticks + sachets)

RFW Passion, RFW Whitening,

5 Disproportionate
RFM Ice Cool, RFM Invisible Dry, Deos Everyday Use Support Variants:
Space: Lead
Axe Dark Temp & Black & Gold Grow Fragrances
Formats / Roll-on + Aerosol
Temp Higher Order Needs
Variants Low Income Consumer Packs: Deo-Lotion
Dove Original & Ultimate White
 PLACE

Shelf Standard Corporate Blocking Corporate Blocking Sub-category Blocking:

Yes or No? Format Segmentation Shampoo: Beside Guidelines
Conditioner: CSK Pink Guidelines
How to score Proposition KPI:
• If standard/ guideline is
fulfilled, put “I”
• If standard/ guideline is not
fulfilled, put “0”
PLACE: SHARE OF SHELF

= Sum of measurements for all ULP

Brands
Total ULP Total ULP Ex: ULP Shampoo SOS = SSK + Dove +
Clear + Vaseline
+
= Sum of measurements for all
Total Competitor Brands ÷
Competitors Ex: ULP Shampoo SOS = SSK + Dove +
Clear + Vaseline

= Sum of ULP + Competitor

Total Total measurements
Category Category Ex: ULP Shampoo + Competitors

ULP = ULP Measurement/ Total Category

Ex: ULP Shampoo / Total Shampoo Shelf
SOS %
PLACE: SHARE OF SHELF
SAMPLE OF MANUAL PS

Share of Shelf

How to score Share of Shelves

KPI:
1. Input the total
measurement per ULP
Brand
2. Input the auto computed Measurement per ULP Brand
TOTAL ULP to TOTAL ULP Other ULP Displays
Survey questions.
3. Input the TOTAL Competitor Auto compute: Total ULP
measurement Measurement
Copy auto-computed ULP
Measurement
Total Competitor Measurement
Total Category (ULP + Competitors)
 PLACE: SHARE OF SHELF

How to measure ULP Brands: How to measure Competitor Brands:

1. Measure the length of all the layers occupied by 2. Measure the length of all layers occupied by the
the ULP Brand (add all layer spaces occupied and
competitor per brand (add all layer spaces
input the per brand measurement on the gadget)
occupied by competitor and input the TOTAL
E.G. 55” x 5 layers = 275 inches
Competitor in the gadget)
HOW TO MEASURE PALLETE DISPLAY
55 inches 36 inches
ASSUMING
1 1 PER
PALLETE
(4 X4 FT OR
2 48 INCHES X
2 48 INCHES)

3 5 layers
5 layers
3 LENGTH
4 8 FEET
(96 INCHES)
WIDTH
5 12 FEET /144 INCHES
4 (LENGTH)

5
PLACE: SECONDARY DISPLAY

Secondary Display

How to score Secondary Display KPI:

• If secondary display is
present in the store,
choose “I”
• If secondary display is
NOT present in the store, Brand Name
choose “0”
• If no tracking, choose
“n/a”
Tap to add photo
COMPLIANCE: 100% NOTE:
availability of all Perfect • Indicate the Brand and Type of
Store Categories Secondary Secondary display being monitored on
REMARKS. If no tracking, put “n/a”
displays monitored • For Puregold, should be based on the
product display
PLACE: SECONDARY DISPLAY
PERFECT STORE SCORE

1. How will my Perfect Store be scored?

PERFECT STORE TARGET 65%
SMKT PROXI H&B
CATEGORIES AUDITED 11 7 7
MUST HIT (CATEGORY) 8 5 5

Scenario 1:
Scenario 2:
DOOR 1 OSA NPI SS SOS PS
DOOR 2 OSA NPI SS SOS PS
Target 95% 95% 100% 100% 65%
Target 95% 95% 100% 100% 65%
CATEGORY 1 1 1 1 1 1
CATEGORY 1 1 1 0 1 0
CATEGORY 2 1 1 1 1 1
CATEGORY 2 1 1 1 0 0
CATEGORY 3 1 1 1 1 1
CATEGORY 3 1 1 1 0 0
CATEGORY 4 1 1 1 1 1
CATEGORY 4 1 1 1 0 0
CATEGORY 5 1 1 1 1 1
CATEGORY 5 1 1 1 1 1
CATEGORY 6 1 1 1 1 1
CATEGORY 6 1 1 1 1 1
CATEGORY 7 1 1 1 1 1
CATEGORY 8 1 1 1 1 1 CATEGORY 7 1 1 1 1 1
Total Score 8 CATEGORY 8 1 1 1 1 1
Total Score 4
Perfect store? Yes or 100% Perfect store? No Or 50%
PERFECT STORE REPORTS

KPIs WOW
1. OSA and NPI for Supermarkets and Supplier to send weekly reports to PS team, reports also accessible in
Watsons (e-OSA) tableau.
Automation assistant sends weekly national OG report = OSA + LE4HEALTH+
ISO

Supply chain creates Loss Tree analysis from the national OG reports.
2. OSA and NPI for HEALTH Health Team encoder to send weekly scores to Automation assistant
(LE4HEALTH)

3. OSA and NPI for CONVI (ISO) Encoder sends weekly scores to Automation assistant

4. LE4MAG Keren’s team to get from LE, circulate weekly reports

5. DPS PS team to circulate

- SOS
- PSP
- Secondary display