The retail and consumer goods industries are facing profound changes: multichannel customer behaviour, new competitive dynamics, cost and efficiency pressures, fragmented demand and stagnating space productivity. All of which hampers profitable growth.
Your Challenge
Many companies ask themselves similar questions:
- Where is untapped market potential today and where will tomorrow's ‘white spots’ emerge?
- How can I realistically assess my store performance and derive priorities for expansion, consolidation or refurbishment?
- Which customer segments are really driving demand – regional, local, hyperlocal?
- How do I organise sales teams and territories so that they efficiently exploit market potential?
Traditionally, these decisions are often made top-down, based on aggregated data or empirical values. The result being limited precision and substantial risk.
Our Solution
With our data-based approach, we create a new basis for decision-making: bottom-up, location-specific, customer-centred and specifically localised.
Our solution combines three analytically linked frameworks:
We combine market and demand analyses with real regional potential to realign sales organisations, optimise routes and sharpen priorities.
What we do:
- Identification of relevant focus segments and regional market potential
- Redesign of sales territories and roles based on potential and geolocated data
- Development of interactive dashboards for real-time management
- Planning of efficient sales teams as well as coverage, KPI management and controlling
The result:
Sales structures and processes that exploit market potential in a realistic, efficient and measurable way.
Instead of using vague top-down market figures, we use real customer needs, psychographic segments and purchase probabilities to precisely quantify and localise demand potential.
What we do:
- Outside-in market sizing with real consumer needs
- Identification of relevant customer types and segment potential
- Localisation of current and future demand with heat maps and scenarios
- Derivation of concrete levers for product, channel or marketing strategies
The result:
A realistic, geographically located picture of the relevant target groups and a data-based understanding of where growth potential exists.
We combine market and demand analyses with real regional potential to realign sales organisations, optimise routes and sharpen priorities.
What we do:
- Identification of relevant focus segments and regional market potential
- Redesign of sales territories and roles based on potential and geolocated data
- Development of interactive dashboards for real-time management
- Planning of efficient sales teams as well as coverage, KPI management and controlling
The result:
Sales structures and processes that exploit market potential in a realistic, efficient and measurable way.
KPMG can help you translate data into clear, effective growth decisions – accurately, fully localised and scalable. Our solution is supported by modern visualisations and tools:
- Interactive maps for catchment areas, white spots and competitive analyses
- Heat maps for demand, target group clusters and market potential
- Dynamic dashboards for location, sales and marketing decisions
- CRM integration for real-time sales management
- Scenario models for the development of future demand
Your contact
Dorothee Ebert
Partner, Performance & Strategy, Enterprise Performance
KPMG AG Wirtschaftsprüfungsgesellschaft