How Nestlé USA is changing the way they collaborate with their retail customers

Mark NichtaDirector of Sales Information StrategyNestlé USA

Zel BiancoCEO/PresidentInteractive Edge

Good Food, Good Life

Nestlé is the world's leading Nutrition, Health and Wellness company. Our mission of "Good Food, Good Life" is to provide consumers with the best tasting, most nutritious choices in a wide range of food and beverage categories and eating occasions, from morning to night.

• Baking

• Chocolate, Confections & Snacks

• Coffee

• Beverages

• Ice Cream

• Culinary, Chilled & Frozen Food

Interactive Edge is an award winning solutions provider to the Consumer Goods industry. We develop software that enables and empowers category management, sales and marketing teams to increase productivity, enhance efficiency, achieve consistency and deliver faster speed to insights that drive share and grow revenue.

About Interactive Edge

Bump Williams Consulting

• Evaluate and improve business processes, organization and solutions in use by Headquarter Customer and Shopper Development (CSD) teams

• Evaluate and recommend changes to the field sales teams’ business processes, organization and tool set

The Challenge

The Goals

• Create a Shopper Insights Center of Excellence, include a few strategist roles and add to the Insights team.

• Enable HQ CSD teams to create customized selling presentations to the Field Sales teams that would allow the creation of “customer ready” presentations in a more automated way.

• Empower account managers to focus on business building activities.

Winco Stater Brothers Food 4 Less

Frozen

Confection

Beverage Baking

Pizza

EmergingMarkets

Account Manager

Previous Situation

Most accounts were not receiving custom decks

Account ManagersNestlé Headquarters

Receive Static DecksFrom Headquarters

For Winco

For Stater Brothers

For Food 4 Less

If responsible for other Accounts, the process is repeated

If responsible for other Categories, the process is repeated

Previous Situation

Pull AccountSpecific Data

Nitro

Need to customize for each account

• The sales organization requires PowerPoint/Excel decks for each customer – Category Management/Insights teams create these decks and recreate once again as data changes

• What are the consequences?

• Rework waste

• Motion waste

• Complexity waste

• Inventory waste

• Intellect waste

Problems and Consequences

Automating the loading, integration and display of data allows for additional time to be devoted to the development of insights and tactical/strategic recommendations.

Strategic Recommendations Resulting from Insights

Data Analysis

Charting and Reporting

Data Organization

Data Acquisition

Charting and Reporting

Data Organization

Data Acquisition

Strategic Recommendations Resulting from Insights

Data Analysis

Changing the Paradigm

80%

20%

80%

20%

• Eliminate workflow redundancy – decrease duplication of effort – A successful solution will allow best practices to be shared between accounts

• Increase resource utilization – Encourage use of all available data sources and free up time for more creative and strategic work

• Improve retailer-customer relationships by driving insights

• Empower Shopper Insights, Category Management teams and Business Analysts to create best practice, turn-key presentations and reports that can be distributed and updated across the organization and customized for every customer

• By allowing HQ teams to perform higher value tasks and quickly deliver detailed and actionable insights to the sales organization, sales teams will be able to focus on collaborative planning and actionable strategies across the path to purchase with the retail customers

Expected Business Benefits

The Solution

is a Microsoft Office based presentation and reporting solution that transforms data into actionable insights. Combining a powerful data analysis engine with flexible, easy-to-use front end tools, XP3 improves the quality and development speed of data intensive Excel reports and PowerPoint Presentations.

Enable account managers to focus more on business building activities

Change entire organization to be more category focused

Eliminate time taken to perform non-value added tasks

XP3 Quick Picks

XP3 Quick Picks

XP3 Quick Picks

XP3 Quick Picks

Intelligent Text

Intelligent Text

Bringing in Shopper Insights

XP3 Merge Engine

XP3 Merge Engine intelligently merges tagged slides from your library of qualitative information into your presentations. Automatically and accurately.

Merge Tag Insert

XP3 Scorecard Example

XP3 Scorecard Example

Delivering Best Practice Content and Data to Nestlé Account Managers

Step 2Post Presentation on Nestlé Sales Intranet

Step 1Create Best Practice Presentations, Category Reviews and New Item Presentations

Category & Shopper Development,HQ, Category Managers, Analysts

Step 3 XP3 Presentation on Sales Intranet already connected to the server for customer account data

Customer Accounts

PowerPoint Presentations

Excel Reports

Supermart

Step 4Share presentations

Account Managers

Stater Brothers

Winco

Food 4 Less

Best Practice PresentationsCategory Reviews and New Item Presentations

Category & Shopper Development,HQ, Category Managers, Analysts

XP3 Presentation Generation

Account D

Account E

Account F

Account G

Account H

Account I

Account J

Account K

Account L

Account M

Account N

Account O

Account P

Account Q

Account R

Account S

Account T

Account U

Account V

Account W

Account X

Account Y

Account A

Account B

Account C

Account Managers

PowerPoint Presentations

Excel Reports

Automatically generate multiple, account-specific PowerPoint presentations and Excel reports

Four Stages of Transition

• Examine what employees should be doing to support organizational goals

• Identify most efficient methods to perform those activities

Process Excellence

• Identify best way to approach analysis of current situation

• Build Once

Standardize Analysis

• Train employees to be more category focused• Provide “just in time” training on software• Develop best practice sharing culture

Comprehensive Training

• How will new tools be used?• When?• Institute accountability

Establish Expectations

I am really seeing a lot more customized recommendations being made to our retail partners – not that they weren’t there before, but by freeing up a lot of the chasing down the data – the insights and information we are getting out of the solution has been phenomenal.

Results to Date

Shopper marketing and category management were using different terms so they were not on the same page – Now its changed the vernacular of the majority of the company.

It has evened the playing field of analysts who are very skilled and those that find analysis more challenging.

It’s improved efficiencies of our best resources – they are now relying on the solution. More time spent digging deeper into the opportunities instead of wading through the data

John Rinaldi Category & Shopper Leadership

Nestlé USA

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Salesforce Chatter

Recent Success Stories

• “Seasonal” Business Review– XP3 identified one of our product lines competitor’s display activity

was earlier than ours– We are the category leader and drive category– Call to the buyer resulted in our display activity being moved up

• New Item Introductions– Identified by retailer which SKU’s to add and remove

• Promotion Review– Identified Sales Rates and need for added facings– XP3 can process POS data which is much more timely than

syndicated

Feedback from the Field

CUSTOMER SUCCESS ON BAKING SEASON CAT REVIEWI already had one win (before even stepping into my meeting) utilizing XP3.

BAKING TEAM DELIVERS TO THE TEAMKudos to the Baking team, they delivered a Category Review to the field via XP3. It included relevant and time saving “Intelligent Text” which displays conclusion based on the data. Feedback from the field include “AWESOME” and “something that will make my job SO MUCH EASIER”

BEVERAGE CSD TEAM ROCKSShout out to Beverage CSD team! They created the first two New Item presentations with embedded, customizable customer-specific data for use by ALL the field teams. They are posted on SOURCE. A big need that was called out from Elevate and now a reality being delivered by new software #XP3 to save the field teams time customizing PPTs for their accounts. Well done!

Q&A

For more information please contact

Interactive Edge

at

info@interactiveedge.com or 212.462.4900