In a recent MarketingTech article, APT SVP Rupert Naylor discusses the importance of developing an eCommerce strategy for CPGs. “[CPGs] must prioritise selling through eCommerce channels to achieve long-term success, as consumers continue to increase their online shopping behavior.” Click here to read the full article.
Author Archives: Dan Schreff
In a recent article from Convenience Store Petroleum Daily News, APT Chairman Jim Manzi commented that if retailers want to understand how each business decision affects the bottom line, they should prioritize data sources, such as:
- Customer data
- Transaction log data
- Weather information
- Area demographics
- Competitor fuel pricing
According to Manzi, the most valuable data streams are those that can be used to directly determine the cause-and-effect relationship between any new initiative and key metrics.
Watch APT SVP Aaron Fidler discuss how CPG manufacturers can benefit from using flexible and deeper analytics that bring together multiple data sets to understand which factors are driving performance.
In a recent interview featured in Retail Leader, APT VP Jeff Campbell explains that retailers should test store remodels in a small subset of locations prior to broad rollout in order to to understand which remodel elements work best. “While customer surveys, focus groups and observational studies may provide some hypotheses about the effect of a remodel, ultimately consumers will vote with their wallets,” Campbell says. Click here to read the full article.
APT CEO Anthony Bruce recently spoke on Bloomberg TV about the importance of making data-driven decisions in business.
Bruce commented, “Ultimately, Big Data provides a huge opportunity, but some risks. We as humans are conditioned to see patterns, sometimes when they don’t exist…The way to really understand as a retailer or a restaurateur – does a new approach work – is to experiment in some stores, not others…Experimentation is really the way to leverage Big Data.”
APT President Patrick O’Reilly recently announced that Wawa, a convenience store chain with over 600 locations, will expand its relationship with APT by licensing APT’s Merchandise Optimization software. “Licensing APT’s Merchandise Optimization has enabled us to drive significant margin increases by reallocating our space in numerous categories, and to rapidly transition from analysis into implementation,” said David Prevost, director of space planning & merchandising at Wawa. “By rolling out the optimal merchandising strategy on a store-by-store basis, we are able to capture significant additional value across our network.” Click here to read the full release.
“[APT’s] credentials in controlled experiments in business, particularly retail, are unparalleled,” wrote Scott Brinker in a recent article for Chief Marketing Technologist. In the interview, APT Chairman Jim Manzi discussed the importance of running in-market tests for leading organizations to understand the impact of each business decision. Manzi explains that due to the extremely “noisy” data environment in which consumer-facing businesses operate, there are countless external factors that may contribute to the outcome of any new program (e.g. a remodel program or a new ad campaign). However, by actually implementing the program with a small subset of stores, employees, or customers prior to broader rollout, executives can understand the true cause-and-effect impact of each decision. Click here to read the full article.
APT President and COO Patrick O’Reilly presented on a panel at the NACS Show, along with Joe Venezia, SVP Operations at The Pantry, on how leading convenience retailers are leveraging their Big Data to drive actionable and profitable business decisions. The hundreds of attendees learned how in-market testing can be used to understand the true incremental impact of each decision (e.g. new promotions, merchandise resets, capital expenditures, etc.). Additionally, Venezia highlighted how the Pantry, working with APT, has been able to derive additional value from using transaction-level and customer-level data to understand how to tailor different initiatives for maximum impact.
“The problem is that c-stores operate in a noisy environment,” O’Reilly said. “You’re trying to find a 1% comp gain–which is good for an industry [comparison]–but that’s amid a 20% plus or minus [average shift]. That said, O’Reilly believed that analytical steps using the proper number of control and test stores could mitigate the shifts and lead to concrete results, answers that can validate a retailer’s gut instinct or persuade him or her to pursue another direction.”
Click here to read the full article.
Read more about how leading retailers are optimizing business decision making through in market tests.