超市销售数据报表.ppt

Member of METRO GroupMETRO Cash&Carry China CRM CA End User TrainingMember of METRO Group1.Introduction2.CRM CA Application Overview3.CRM CA Reports OverviewMember of METRO GroupWhat is CRM CA?CRM Customer Relationship ManagementCRM is the business strategy,processes and solutions that an organisation uses to maximise the relationship it has with its customers and the value it derives from these relationships.CRM是一种经营战略、流程和方案，使用者可最大限度的利用他的客户关系以及源于这些关系的价值CA-Customer AnalysisCA is a business intelligence tool that allows analysis and reporting of customer information.CA supports decision making in the business and the maximisation of customer relationships.CA是允许进行客户信息分析和报告的商业智能化工具，支持商业决策和优化客户关系。Member of METRO GroupWhat is Business Intelligence?Business Intelligence(BI)applications are decision support tools that enable real-time,interactive access,analysis and manipulation of mission critical corporate information.商业智能方案作为决策支持工具，能够实现对于公司重要信息及时,互动的访问，以及分析和掌控。These applications provide users with valuable insight into key operating information to quickly identify business opportunities and problems.这些应用软件给用户提供了有价值的运作信息，从而迅速地把握商机和发现问题。Member of METRO GroupAdvantages of CRM CAIncreased revenue opportunities 增加收入的机会Get more spending from Metro customers 提高客户的消费Better return on promotion activities 提高促销活动的回报More reliable information on customers 获得更多可靠的客户信息Customer consulting process can be more effective 使客户咨询手段更有效Increased sharing of information within the organisation 提高内部的信息的共享Improve organisational learning 改进组织的知识Increased competitive position and profitability of operations 提高竞争位置和运作收益Improve the Metro offering to customers 提高Metro对客户提供的服务Member of METRO GroupAdvantages of Business Intelligence(BI)=Business Intelligence provides decision makers 商务智能化方案为决策者提供with the right information 正确的信息正确的信息at the the right time 正确的时机正确的时机in the right place 正确的场合正确的场合 enabling them to make better business decisions 确保他们作出更好的商业决策Member of METRO GroupPoint-of-Sale销售Supply Chain供应链ERP Data企业系统应用数据.ABCRaw Data原始数据原始数据Insight数据解析数据解析Action行动行动ABCData Warehouse:Centralize data from multiple sources into a data warehouse汇总多种数据源到该数据库Insight:BI Tools analyze the data to help better understand the business商业智能化分析数据以便更好的理解业务Action:Act on the insight provided by BI tools by reallocating resources通过BI工具和资源重组来制定行动Data Warehouse数据库BusinessIntelligence商业智能Report报表Graph图表Alert预警Oracle9Oracle9i iOracle DatabaseMicroStrategyMember of METRO GroupAnalysis Grid“-Data Dimensions and Hierarchies分析网格-数据坐标和层次CustomerBranchBranch Family Cust.GroupTimezoneFood/NonFoodArticleArt.Sub GroupFood/NonFoodPromotionDayWeekMonthYearArt GroupArt.Main GroupSales Sub Dom.Sales Dom.ZIPHome StoreFrequency.CardholderData ModelMember of METRO GroupCRM CA Release 1.0 Analysis Customer group reporting(customer number,sales or sales development,gross profit on sales sub domain/store/month)客户组报表（卡号，销售或销售发展，行业/商场/月毛利）Customer reporting(sales or sales development,gross profit on article group/store/month)客户报表（销售或销售提高，商品组/商场/月毛利）Customer assortment use(food/nonfood,regular/promotion,sales sub domain,dedicated articles)客户分类应用（食品/非食品，常规/促销，销售范围，特殊商品）Customer promotion sales analysis(customer groups,promotion sales ratio,promotion assortment part,gross profit,buying frequency,.)客户促销销售分析（客户组，促销商品比率，促销分类部分，毛利，采购频率）Customer profitability analysis(assortment use,frequency,timezone,branch)客户收益分析（分类，频率，时区，行业）Customer behaviour analysis(recency,frequency,duration of relationship,numbers of articles,.)客户行为分析（最后一次光顾距今天的天数，频率，关系持续时间，商品数量）Member of METRO Group What is the purpose of this report?这些报表的用途是什么？What is the key information in this report/analysis?这些报表和分析的关键信息是什么？What business process does this impact?哪些商业流程会有这些影响？What business decisions can this information support?这些信息如何支持商务决策？Who in the business should use this report?那些人会用到这些报表？How should they use it and how often?他们应怎样运用及其使用频率？Business Impact CRM CAMember of METRO GroupCRM CA Release 1.0-Country ReportsCRM CA Report Report PurposeActivity trackingTrack the customer performance in term of buying customer and sales in selected period 跟踪某项活动客户在一定时段的采购情况Activity code check Check if the code in system is right or not 检查系统中的活动代码是否正确SE/KAE BonusTrack the performance of per SE/KAE in term of sales in selected period,also track in each branch such as Canteen,CBU,Other Horeca,Top Hotel,Trader跟踪SE/KAE对应客户在指定时段的销售情况，同时可跟踪几个行业的销售Top customer 2004/2005Track the top customer list in selected branch by appointed sales value跟踪今明两年一定销售额内指定行业的客户排名清单2004/2005 Top customer evaluationTrack the top customer sales and invoice in selected branch and period by appointed sales value跟踪今明两年一定销售额排名内的指定行业和时段的客户的销售情况Country Report for BU and StoreMember of METRO GroupCRM CA Report Report PurposeInvoice controlTrack the performance of per branch in term of invoice and sales within the period you selected 跟踪指定时段内每个行业的客户的帐单和销售Daily sales over certain amount customerTrack the certain branch customers sales in the date you selected跟踪指定日期间某些行业客户每天的销售New customer(buying)Track the defined new customer performance in term of sales and invoice in selected period 跟踪定义新客户在指定时段内的销售和帐单Top articles of customer branchTrack the top article sales in selected branch and period 跟踪指定行业和时段内商品的销售排名Top article for selected customerTrack the top article sales in selected customer and period跟踪指定客户名单和时段内商品的销售排名Country Report only for BUMember of METRO GroupCRM CA Release 1.0-Promotions ReportsCRM CA Report Report PurposePromo 1 Select list of customers to use for promotions选择关于促销的客户列表Promo 2Track customer promotion sales trend,share over time on weekly basis跟踪客户销售趋势（以周为单位）Promo 3Track how customers use promotion assortment and customer share on dedicated promotions 跟踪客户如何对待促销商品和特定的促销Promo 4 Track how customers react to promotions and customer behaviours on dedicated promotions跟踪客户对促销的反应和客户对待特定促销的采购行为Promo 5Track how a customer group uses a promotion assortment for dedicated promotions跟踪客户组如何对待特定促销的促销商品Promo 6Track sales to promotion customer group versus regular sales跟踪比较促销客户组的销售与正常销售 Promo 7 Track top 100 articles from promotions跟踪前100位的促销商品Promo 8BFTrack which customer groups are buying which type of promotion product over time(weekly basis)跟踪哪些客户组采购哪种促销商品（以周为单位）Promo 8SDTrack which products in a sales domain are being sold during promotions over time(weekly basis)跟踪在促销期间卖掉了哪些销售范围的产品（以周为单位）Member of METRO GroupCRM CA Release 1.0-Assortment ReportsCRM CA Report Report PurposeAssortment 1 Determine the top 100 articles sold to each customer group in the business.测定每个客户组采购的前100种商品Top 100 articles sold to an individual customer或个别客户采购的前100种商品Assortment 2For a specific article track which customer groups and customers are buying this product.跟踪采购某一特殊商品的客户组和客户Assortment 3For a specific article track which customers bought it in the last 6 months.跟踪过去六个月中采购某一特殊商品的客户Assortment 4Track how a customer group are buying this product over time.Responsiveness to price changes in the product.跟踪客户组如何购买该产品及对其调价的反应Member of METRO GroupCRM CA Release 1.0 PCM&DevelopmentCRM CA Report Report PurposeAcquisition 1 Track performance of newly acquired customers.跟踪新客户的情况Acquisition 2Monitor and evaluate performance of a new customer over 12 month period.对新客户12个月内的情况进行监控和评估Retention 1Monitor performance(sales,visits)of customer over last 3 months to determine risk of losing the customer.(Head Office&Store)监控客户过去三个月的销售拜访情况来测定失去这些客户的风险系数MarginTrack top 500 customers by profitability.跟踪利润率最高的前500位客户Non Buying CustomersList of customers who are classed as non buying零销售顾客清单Member of METRO GroupCRM CA Release 1.0 Customer Statistics/BehaviourCRM CA Report Report PurposeStatistics 1 Track all relevant sales statistics on a customer跟踪某客户的所有相关销售统计Statistics 2Track what customer types are buying what type of products.跟踪哪些类型的客户采购哪种商品CRM CA Report Report PurposeBehaviour 1Track performance and behaviour of an individual customer.跟踪个别客户的采购情况和行为Turnover TimesTrack turnover by hour to determine optimal opening and closing times.跟踪每小时的销售来确定最佳营业时间Member of METRO GroupPromo 1-Customer Selection for PromotionPurpose of reportThis report is used to select a list(segment)of customers for a promotion.It allows you to focus marketing activities on specific customers based on a number of key criteria rather than using an unnecessarily large customer base for all promotions and campaigns.该报表可选择相关促销的部分客户列表，可关注针对一定数量的关键客户的销售行动，远胜于使用不必要的巨大的所有促销活动相关的客户信息。Key Information in reportList of Customer numbers based on selection criteria基于选择标准的客户清单Business Process(es)supported Customer Planning客户计划 Customer Campaign Management客户活动管理 Promotion Planning Support促销计划支持 Customer Development客户发展Business Decisions SupportedEffective segmentation,structure,profitablity,sales maximisation,campaign cost reduction,targeting,overall marketing effectiveness 有效的分类，结构，盈利能力，优化销售，节约活动费用，指标，所有市场效果Who should use report Marketing Head Office市场部-总部 Marketing BU市场部-区域 Customer consultants Store商场客户咨询部 All those involved in marketing/promotional activities 所有其他与营销/促销活动相关的部门How should report be used Associate customer segments to specific campaigns ie Target Italien restaurants with promos on Italien products 联系不同类型的客户参与特定的活动，如针对意大利餐馆的意大利商品促销 Track how customer segments react to promotions跟踪不同类型客户对促销的反应 Use whenever involved in planning/segmentation activities 随时运用于不同计划/类型的活动中Member of METRO GroupPromo 2-Promotion Performance TrackingPurpose of reportThis report is used to track the overall performance of promotions over last 3 months.These are tracked by sales domain.该报表可跟踪过去3个月的促销的销售情况。Key Information in reportPromotions sales,Promo sales%of Total sales,No.of items sold促销销售，促销销售占总销售的百分比，销售的商品数量 Business Process(es)supported Customer Campaign Management客户活动管理 Promotion Planning Support促销计划支持 Assortment/Category Planning商品/品种计划 KPI Management(Campaign effectiveness)KPI管理（活动效果）Business Decisions SupportedAre my promotions a success?Seasonal factors impacting promotions?Supports decisions on all future promotion campaigns.我的促销活动成功吗？季节因素有影响吗？支持所有即将进行的促销活动的决策Who should use report Marketing Head Office市场部-总部 Marketing BU市场部-区域 Customer consultants Store商场客户咨询部 All those involved in promotional activities所有与促销活动相关的部门How should report be used Track which promotions were the most successful.Ask why?何种促销活动最成功？什么原因？Should be used at least every two weeks to track promotion success 应至少两周跟踪一次促销结果 Marketing team should use to show that promotions strategy is working 市场部门应利用此报表说明促销战略的进展Member of METRO GroupPromo 3-Promotion Performance Tracking Promo 2 extension 是Promo 2 的延伸 More detailed view than Promo 2-At article level 比Promo 2更详细-可达商品一级 Can view which specific customers bought which products in which store during the promotion.可显示出特定的客户在促销期间于哪个商场购买了什么样的商品 Detailed tracking of promotions 能更详细的跟踪促销活动Member of METRO GroupPromo 4-Customer Promotion ReactionPurpose of reportThis report is used to track each customers reaction to promotion activities.此报告用于跟踪每位客户对于促销活动的反馈意见。Key Information in reportPromotions sales,%s,purchase circumstances促销销售额，所占百分比，购买情况Business Process(es)supported Customer Campaign Management客户活动管理 Promotion Planning Support促销计划支持 Customer Planning客户计划 Customer Development客户发展Business Decisions SupportedAre my promotions a success?Is customer a cherry picker?Increase sales?Define better promo target groups.Detailed information on customer spend.促销活动是否成功？客户是否很挑剔？营业额是否增加？确定最佳目标客户群，客户采购的详细情况。Who should use report Customer consultants Store商场客户咨询部 Customer Research Head Office总部客户调研部How should report be used Track which promotions were the most successful.Ask why?何种促销活动最成功？什么原因？Track responsiveness to promotions跟踪促销活动的反响情况 Should be used at least every month?是否应该每月使用此报表？Marketing team should use to show that promotions strategy is working市场部门应利用此报表说明促销战略的进展 Spend analysis费用开支分析 Promotion profitability促销活动盈利情况Member of METRO GroupPromo 7-TOP 100 Article PerformancePurpose of reportThis report presents the Top 100 articles from promotions.It is used to track the performance of an article during a promotion to a regular sales period.此报表显示前100种最佳促销商品。跟踪商品在促销期与非促销期销售情况对比Key Information in reportNo.sold,price redu,Avg sales price,no.of customers who bought商品编号，促销期价格，平均销售价格，购买客户编号Business Process(es)supported Customer Campaign/Promotion Management促销活动管理 Supplier Negotiation and Support与供应商协商，支持 Assortment/Category Planning品种/种类计划 Range&Space planning范围及货架安排计划 Customer Development客户发展Business Decisions SupportedWhich are best selling products during promotions?Are my promotions a success?Supports decisions on all future promotion campaigns.Leverage suppliers.Space planning,price sensitivity促销期间最畅销商品？促销活动是否成功？为以后促销活动计划提供借鉴，协调供应商、货架管理及价格Who should use report Marketing Head Office市场部-总部 Marketing BU市场部-区域 Customer consultants Store商场客户咨询部 Space planners货架管理 Buyers采购How should report be used Track which products are the most successful.Ask why?何种促销商品最成功？什么原因？Should be used at least every month to track promotion success 至少每月跟踪促销结果 Buyers can use to get leverage with suppliers promo support 采购可以借此与供应商谈判，获得促销支持 R&S planners to ensure products get enough space in promotions 货架管理确保促销期间商品出样货架足够 Member of METRO GroupAssortment 2-Article Performance AnalysisPurpose of reportThis report can be used to track the customers buying each article.此报表用于跟踪客户购买每种商品Key Information in report#of customres who bought,total value of sales,AB breakdown购买客户编号，总购买金额，商品分类Business Process(es)supported Assortment/Category Planning品种/种类计划 Listing/Delisting 列入促销商品清单/从清单中删除 Range&Space planning货架管理计划 Customer Development客户发展Business Decisions SupportedWhos buying my most expensive prodcuts?Should I delist this product?Should I leverage supplier?购买最昂贵商品的客户？是否应该将该商品从促销清单中删除？是否应该与供应商协商？Who should use report Marketing Head Office市场部-总部 Marketing BU市场部-区域 Customer consultants Store商场客户咨询部 Buyers采购 Assortment planners商品品种计划人员How should report be used Can I delist?Whos buying this?能否将该商品不作为促销商品？购买客户情况 Should be used when delisting decisions are made 当已经做出清除商品的决定之时是否可以用此报表？Buyers can use to get leverage with suppliers promo support 采购可以借此与供应商谈判，获得促销支持 R&S planners to ensure products get appropriate space in promotions货架管理确保促销期间适当的商品出样 Member of METRO GroupAcquisition 1 Monitor New CustomersPurpose of reportThis report can be used to track the performance and devevelopement of new customers.此报表用于跟踪新客户的销售及发展情况Key Information in reporttotal value of sales,basket spend,frequency,recency总销售额，平均每次消费金额，购买频率，上次购买日期距今为止的时间Business Process(es)supported Promotions Planning/Campaign Management促销计划/活动管理 Customer Consulting客户咨询 KPIs关键表现指数 Customer Development客户发展Business Decisions SupportedAre my new customers visiting,spending?When should I react?How effective are my efforts to increase sales?新客户是否来商场购物？应该何时做出反应？为提高营业额所做的工作是否有成效？Who should use report Marketing Head Office市场部-总部 Marketing BU市场部-区域 Customer consultants Store商场客户咨询部 Campaign/Promotion planners促销活动计划人员How should report be used Speed up development of new customers加快新客户开发 Increase sales efforts focused on new customers针对新客户增加力度 Track effectiveness of marketing,consul