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THE NPD GROUP




                                                http://corpdevnew/image_library/




                                                                                                                           AUTOMOTIVE
                                                                                                                           BEAUTY
                                                                                                                           COMMERCIAL TECHNOLOGY
Consumer Tracking Service for Walmart                                                                                      CONSUMER TECHNOLOGY

Consumer Tracking Service for Sam’s Club                                                                                   ENTERTAINMENT
                                                                                                                           FASHION
                                                                                                                           FOOD & BEVERAGE
      Overview for Vendors Supporting                                                                                      FOODSERVICE

      Walmart and Sam’s Club                                                                                               HOME
                                                                                                                           OFFICE SUPPLIES
                                                                                                                           SOFTWARE
                                                                                                                           SPORTS
                                                                                                                           TOYS
                                                                                                                           WIRELESS
                        Copyright 2007. The NPD Group, Inc. All Rights Reserved. This presentation is Proprietary and Confidential and
                        may not be disclosed in any manner, in whole or in part, to any third party without the express written consent of NPD.
Walmart and Sam’s Club Tap the NPD Group…

 In June 2007, NPD announced consumer data sharing agreement with
  Walmart and Sam’s Club

   – Direct access to NPD’s consumer panel data for the following industries:
      • Apparel, Footwear, Accessories
      • Consumer Technology
      • Toys
      • Wireless Handsets
                                       “NPD will be the preferred provider
      • Entertainment                      of consumer panel data that
      • Automotive Aftermarket           Walmart will use to manage its
      • Food & Beverage                             businesses.”
      • Foodservice
      • Home
Walmart & NPD: A Developing Partnership




• In February, 2008, Walmart
named The NPD Group
Syndicated Supplier of the Year

• The award recognizes NPD for
data quality, partnership for
consumer insights, and business
planning.
Key Product Benefits


Acquire/access the same data used by Wal-Mart for category
management applications and line reviews

Eliminate the need to justify the credibility of your data and align it with Wal-
Mart’s because you will be using the same data and views, a “common currency”
of sorts.

Get a clearer picture of your category’s and brand’s share at Wal-Mart
and trend performance versus your key competitors

Identify potential areas of growth for your category/brand at Wal-Mart
Manage merchandising and marketing resources to capitalize on
opportunities and reduce costs for seasonal and region-specific events at
Wal-Mart
NPD’s Core Technology Tracking Services


      We track and report on two different data sources
                for a complete market view.
       POS                                           Consumer
 Point-of-sale information                         Online panel
  from 100+ retailers, covering                      information from over 3
  over 250 categories                                million consumers
 What was sold, by SKU,                            Who purchased,
  by channel, including price                        reason for purchase,
                                                     competitive brand
 Data projected to a defined                        share by retailer,
  “universe” of stores                               purchase motivators,
 Brand & item level detail                          customer satisfaction
  including over 1000                               Only source for
  attributes                                         retailer share
                                                    Panel available for
                                                     custom surveys
Creating a Second Data Set for the Walmart/Sam’s Club View



 Syndicated Consumer Panal Data:             Walmart/Sam’s Club Data
   – Volumetric Measures                        – Modified Measures
        • Unit Sales                                • Unit Share
        • Dollar Sales                              • Dollar Share
        • Average Selling Price                     • Price Indices
   – Enhanced precision with the use of         – Contains “de-coupled” consumer data (not
     Point of Sale data                           calibrated to POS)
   – Key data set for retailers outside of      – The only NPD data that can be shared with
     Walmart and Sam’s Club                       Walmart or Sam’s Club
                                                – The only consumer data that reflects
                                                  Walmart department structure,
                                                  geographies, and data presented in the
                                                  Walmart consumer segments
Consumer Tracking Services for Walmart and Sam’s Club


 Product Overview:
    – A subscription based deliverable based on NPD Consumer data
    – Contains “de-coupled” consumer data (not calibrated to POS)
    – Contains modified measure set (e.g., share change in dollars/units and price indices)
    – Available to manufacturers which currently sell at Walmart
    – Key features of the product include:
       • Expanded Consumer Data field selection
       • WM/SC Custom regions
       • WM Department structure (and eventually division structure)
       • WM/SC proprietary customer segmentation
    – This is the only NPD data set that customers may share with Walmart
    – This data is already being heavily used at Walmart to drive key strategic business
      decisions that affect your customers every day
Share Data Differences


 Market share in Walmart/Sam’s Club information will
  often be different on an absolute basis than the
  Syndicated Consumer Panel data.
 While the absolute number will be different we have
  determined the relative share change is very consistent.
      50
      45
      40
      35
      30
                                                   Projected Data
      25
                                                   De-Coupled Data
      20
      15
      10
       5
      0
           1st Qtr   2nd Qtr   3rd Qtr   4th Qtr
Use of Relative Share Change v. Absolute Share Numbers



 Primary focus will be share change over time.
 Applications for clients:
   – How has my category performed relative to the market over
     time?
   – What is the relative share change of my brand compared to my
     competition over time?
   – What has been the relative share change in Walmart business
     compared to key competitors?
SEGMENTATION: Walmart/Sam’s Club Customer Segments




 NPD’s Consumer Panel has been scored with
  Walmart and Sam’s Club Customer Segments
   – Available to select vendors, as approved by Walmart.
 Vendors get unprecedented views of the customer
  groups that Walmart is targeting
   – Understand importance of each segment to Walmart and
     Sam’s Club
   – Assess brand performance relative to customer segments,
     and identify opportunities for growth among those that are
     of highest strategic value to Walmart and Sam’s Club
Walmart Consumer Segmentation

 With NPD’s Consumer Tracking Service for Walmart,
  you can think, view, and speak to the same segments.
   – Price-Sensitive Segments
      • Price Value Shoppers
      • Brand Aspirationals
      • Price Sensitive Affluents
   – Price Indifferent
      •   Social Shoppers
      •   Trendy Quality Seekers
      •   Convenience Seekers
      •   Conscientious Objectors
 Walmart Plans to “Win” with Brand Aspirationals
  and Retain Price Value and Price Affluent Shoppers
Walmart Segments

Percentage of United States Population by Segment
                Conscientous
                 Objectors
                                             Price Value
                                             Price
                    14%                            Value
                                                 16%
                                                 16%

        Convenience
                                                             Areas of
          Seekers
                                                             focus for
            11%
                                                              Walmart


       Trendy Quality                                  Brand
                                                         Brand
          Seekers                                   Aspirationals
                                                     Aspirationals
           12%                                          29%
                                                           29%
           Social Shoppers
                  7%       Price Sensitive
                              Affluents
                                 11%
Key Walmart Segments: 56% of the US Population
Brand Aspirationals represent higher proportion of NB
                                                    purchasers; significant brand differences

                                              Walmart Segment Differences by Brand

             100%
Unit Share




             80%                                                           42%
                            44%                           44%                                 45%
                                                                                                                    56%
             60%

                            11%                           12%              10%                 9%
             40%                                                           14%                 9%
                            16%                           12%                                                       13%
                                                                                                                     7%
             20%                                                                              38%
                            29%                           33%              34%
                                                                                                                    24%
              0%
                     U.S. Population               Notebooks             Brand A            Brand B               Brand C


                        Brand Aspirationals               Price Value Shoppers   Price Sensitive Affluents    All Other

                                                                                                             Retail Calendar Quarters



                Source: The NPD Group / Walmart Product
Walmart and Sam’s Club Deliverables


 PowerView database and PowerViewER tables provided for
  purchased categories
 Customer Segmentation in PowerView and PowerViewER
  tables
 Monthly consumer data points, trend data back to Jan 2005
 Expanded Consumer Data PowerView fields
 Outlet specific Geographies
 Outlet specific data structure (hierarchy) when available
 Business Intelligence Reports (BIRs)
 Deliverables are in the same format that Walmart/Sam’s Club
  receives
New Consumer Fields available


Many consumer fields will be
available to customers for the first
time within the Walmart and Sam’s
Club products, including MONTHLY
consumer results.
Business Indicator Report (BIR)

 A suite of reports that will regularly provide share and segmentation
  information never before available to Walmart

 Data is classified into a data structure that is consistent with Walmart’s
  Strategic Business Unit (SBU) organizations, departmental structures within
  SBU, and categories within each department.

 Tailored to each key member of the organization from senior management
  to the DMM level, it brings visibility and individual accountability by area of
  responsibility. DMMS have presented these reports to their buyers, who will
  also be using the information found in these reports.

 Technology categories will generally fall into two of the four SBUs;
  Entertainment and Hardlines. Also part of the full Business Indicator Report
  are Home and Apparel SBUs.

 The Business Indicator Report will be delivered to Walmart as .pdf files on
  a quarterly basis.

 Delivery of these reports allows our data to integrate fully with the way
  Walmart does business
Walmart Sales in CE Up Almost 2X Total CE Revenue in June
                         Exec Cited Uses NPD BIR Reports
Sample BIR - Walmart Entertainment: Brands




                          • How important
                          is the brand to
                          Walmart overall?




                          • How important
                          is Walmart
                          overall to the
                          brand?
Sample BIR - Walmart Entertainment: Retailers & Segments




                                     • How does Walmart
                                     perform compared to
                                     other retailers overall?


                                     • How is Walmart
                                     performing overall in
                                     their target segments?


                                     • How can your brand
                                     help Walmart’s
                                     performance in these
                                     categories?
Sample BIR - Walmart Entertainment: Brands - Electronics




                                         • How important
                                         is the brand to
                                         Walmart for the
                                         category?




                                         • How important
                                         is the category
                                         at Walmart the
                                         brand?
Sample BIR - Walmart Entertainment: Retailers - Electronics




                                                          • How does
                                                          Walmart perform
                                                          compared to other
                                                          retailers in this
                                                          category?


                                                          • How is Walmart
                                                          performing in their
                                                          target segments for
                                                          this category?



• How can your brand help Walmart’s performance in these categories?
Key Product Benefits


Acquire/access the same data used by Walmart for category management
applications and line reviews

Eliminate the need to justify the credibility of your data and align it with
Walmart’s because you will be using the same data and views, a “common
currency” of sorts

 Get a clearer picture of your category’s and brand’s share at Walmart and
trend performance versus your key competitors

 Identify potential areas of growth for your category/brand at Walmart
Understand the key customer segments that Walmart considers most important
to their business

Manage merchandising and marketing resources to capitalize on opportunities
and reduce costs for seasonal and region-specific events at Walmart
Refresher on NPD Data Sharing Policy

 The new Walmart consumer data products are a unique source of market
  information that is being made available to Walmart and Sam’s Club.

 The foundation for ongoing success of this new relationship with Walmart is
  the continued reinforcement of our data sharing philosophy.

    – Contractual agreements with our other retail partners preclude NPD from sharing
      any POS data or calibrated consumer data with Walmart and Sam’s Club.

    – These new Walmart products are the ONLY NPD information that manufacturers
      can share with Walmart or Sam’s Club.
        • Manufacturers (vendors) cannot share NPD’s calibrated Consumer Tracking Service
          data for Consumer Technology with Walmart or Sam’s Club.
        • Why? It is enhanced with POS data.

 Similarly, neither NPD nor our manufacturer clients can share the new
  Walmart products with ANY other retailer.
THE NPD GROUP




                                            AUTOMOTIVE
                          Contact Info:     BEAUTY
                                            COMMERCIAL TECHNOLOGY
                                            CONSUMER TECHNOLOGY
                              Bob Goodwin   ENTERTAINMENT
                 VP, Business Development   FASHION
                robert_goodwin@npd.com      FOOD & BEVERAGE

                            513-494-3300    FOODSERVICE
                                            HOME
                                            OFFICE SUPPLIES
                                            SOFTWARE
                                            SPORTS
                                            TOYS
                                            WIRELESS

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NPD Walmart Overview 2009

  • 1. THE NPD GROUP http://corpdevnew/image_library/ AUTOMOTIVE BEAUTY COMMERCIAL TECHNOLOGY Consumer Tracking Service for Walmart CONSUMER TECHNOLOGY Consumer Tracking Service for Sam’s Club ENTERTAINMENT FASHION FOOD & BEVERAGE Overview for Vendors Supporting FOODSERVICE Walmart and Sam’s Club HOME OFFICE SUPPLIES SOFTWARE SPORTS TOYS WIRELESS Copyright 2007. The NPD Group, Inc. All Rights Reserved. This presentation is Proprietary and Confidential and may not be disclosed in any manner, in whole or in part, to any third party without the express written consent of NPD.
  • 2. Walmart and Sam’s Club Tap the NPD Group…  In June 2007, NPD announced consumer data sharing agreement with Walmart and Sam’s Club – Direct access to NPD’s consumer panel data for the following industries: • Apparel, Footwear, Accessories • Consumer Technology • Toys • Wireless Handsets “NPD will be the preferred provider • Entertainment of consumer panel data that • Automotive Aftermarket Walmart will use to manage its • Food & Beverage businesses.” • Foodservice • Home
  • 3. Walmart & NPD: A Developing Partnership • In February, 2008, Walmart named The NPD Group Syndicated Supplier of the Year • The award recognizes NPD for data quality, partnership for consumer insights, and business planning.
  • 4. Key Product Benefits Acquire/access the same data used by Wal-Mart for category management applications and line reviews Eliminate the need to justify the credibility of your data and align it with Wal- Mart’s because you will be using the same data and views, a “common currency” of sorts. Get a clearer picture of your category’s and brand’s share at Wal-Mart and trend performance versus your key competitors Identify potential areas of growth for your category/brand at Wal-Mart Manage merchandising and marketing resources to capitalize on opportunities and reduce costs for seasonal and region-specific events at Wal-Mart
  • 5. NPD’s Core Technology Tracking Services We track and report on two different data sources for a complete market view. POS Consumer  Point-of-sale information  Online panel from 100+ retailers, covering information from over 3 over 250 categories million consumers  What was sold, by SKU,  Who purchased, by channel, including price reason for purchase, competitive brand  Data projected to a defined share by retailer, “universe” of stores purchase motivators,  Brand & item level detail customer satisfaction including over 1000  Only source for attributes retailer share  Panel available for custom surveys
  • 6. Creating a Second Data Set for the Walmart/Sam’s Club View  Syndicated Consumer Panal Data:  Walmart/Sam’s Club Data – Volumetric Measures – Modified Measures • Unit Sales • Unit Share • Dollar Sales • Dollar Share • Average Selling Price • Price Indices – Enhanced precision with the use of – Contains “de-coupled” consumer data (not Point of Sale data calibrated to POS) – Key data set for retailers outside of – The only NPD data that can be shared with Walmart and Sam’s Club Walmart or Sam’s Club – The only consumer data that reflects Walmart department structure, geographies, and data presented in the Walmart consumer segments
  • 7. Consumer Tracking Services for Walmart and Sam’s Club  Product Overview: – A subscription based deliverable based on NPD Consumer data – Contains “de-coupled” consumer data (not calibrated to POS) – Contains modified measure set (e.g., share change in dollars/units and price indices) – Available to manufacturers which currently sell at Walmart – Key features of the product include: • Expanded Consumer Data field selection • WM/SC Custom regions • WM Department structure (and eventually division structure) • WM/SC proprietary customer segmentation – This is the only NPD data set that customers may share with Walmart – This data is already being heavily used at Walmart to drive key strategic business decisions that affect your customers every day
  • 8. Share Data Differences  Market share in Walmart/Sam’s Club information will often be different on an absolute basis than the Syndicated Consumer Panel data.  While the absolute number will be different we have determined the relative share change is very consistent. 50 45 40 35 30 Projected Data 25 De-Coupled Data 20 15 10 5 0 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
  • 9. Use of Relative Share Change v. Absolute Share Numbers  Primary focus will be share change over time.  Applications for clients: – How has my category performed relative to the market over time? – What is the relative share change of my brand compared to my competition over time? – What has been the relative share change in Walmart business compared to key competitors?
  • 10. SEGMENTATION: Walmart/Sam’s Club Customer Segments  NPD’s Consumer Panel has been scored with Walmart and Sam’s Club Customer Segments – Available to select vendors, as approved by Walmart.  Vendors get unprecedented views of the customer groups that Walmart is targeting – Understand importance of each segment to Walmart and Sam’s Club – Assess brand performance relative to customer segments, and identify opportunities for growth among those that are of highest strategic value to Walmart and Sam’s Club
  • 11. Walmart Consumer Segmentation  With NPD’s Consumer Tracking Service for Walmart, you can think, view, and speak to the same segments. – Price-Sensitive Segments • Price Value Shoppers • Brand Aspirationals • Price Sensitive Affluents – Price Indifferent • Social Shoppers • Trendy Quality Seekers • Convenience Seekers • Conscientious Objectors  Walmart Plans to “Win” with Brand Aspirationals and Retain Price Value and Price Affluent Shoppers
  • 12. Walmart Segments Percentage of United States Population by Segment Conscientous Objectors Price Value Price 14% Value 16% 16% Convenience Areas of Seekers focus for 11% Walmart Trendy Quality Brand Brand Seekers Aspirationals Aspirationals 12% 29% 29% Social Shoppers 7% Price Sensitive Affluents 11%
  • 13. Key Walmart Segments: 56% of the US Population
  • 14. Brand Aspirationals represent higher proportion of NB purchasers; significant brand differences Walmart Segment Differences by Brand 100% Unit Share 80% 42% 44% 44% 45% 56% 60% 11% 12% 10% 9% 40% 14% 9% 16% 12% 13% 7% 20% 38% 29% 33% 34% 24% 0% U.S. Population Notebooks Brand A Brand B Brand C Brand Aspirationals Price Value Shoppers Price Sensitive Affluents All Other Retail Calendar Quarters Source: The NPD Group / Walmart Product
  • 15. Walmart and Sam’s Club Deliverables  PowerView database and PowerViewER tables provided for purchased categories  Customer Segmentation in PowerView and PowerViewER tables  Monthly consumer data points, trend data back to Jan 2005  Expanded Consumer Data PowerView fields  Outlet specific Geographies  Outlet specific data structure (hierarchy) when available  Business Intelligence Reports (BIRs)  Deliverables are in the same format that Walmart/Sam’s Club receives
  • 16. New Consumer Fields available Many consumer fields will be available to customers for the first time within the Walmart and Sam’s Club products, including MONTHLY consumer results.
  • 17. Business Indicator Report (BIR)  A suite of reports that will regularly provide share and segmentation information never before available to Walmart  Data is classified into a data structure that is consistent with Walmart’s Strategic Business Unit (SBU) organizations, departmental structures within SBU, and categories within each department.  Tailored to each key member of the organization from senior management to the DMM level, it brings visibility and individual accountability by area of responsibility. DMMS have presented these reports to their buyers, who will also be using the information found in these reports.  Technology categories will generally fall into two of the four SBUs; Entertainment and Hardlines. Also part of the full Business Indicator Report are Home and Apparel SBUs.  The Business Indicator Report will be delivered to Walmart as .pdf files on a quarterly basis.  Delivery of these reports allows our data to integrate fully with the way Walmart does business
  • 18. Walmart Sales in CE Up Almost 2X Total CE Revenue in June Exec Cited Uses NPD BIR Reports
  • 19. Sample BIR - Walmart Entertainment: Brands • How important is the brand to Walmart overall? • How important is Walmart overall to the brand?
  • 20. Sample BIR - Walmart Entertainment: Retailers & Segments • How does Walmart perform compared to other retailers overall? • How is Walmart performing overall in their target segments? • How can your brand help Walmart’s performance in these categories?
  • 21. Sample BIR - Walmart Entertainment: Brands - Electronics • How important is the brand to Walmart for the category? • How important is the category at Walmart the brand?
  • 22. Sample BIR - Walmart Entertainment: Retailers - Electronics • How does Walmart perform compared to other retailers in this category? • How is Walmart performing in their target segments for this category? • How can your brand help Walmart’s performance in these categories?
  • 23. Key Product Benefits Acquire/access the same data used by Walmart for category management applications and line reviews Eliminate the need to justify the credibility of your data and align it with Walmart’s because you will be using the same data and views, a “common currency” of sorts  Get a clearer picture of your category’s and brand’s share at Walmart and trend performance versus your key competitors  Identify potential areas of growth for your category/brand at Walmart Understand the key customer segments that Walmart considers most important to their business Manage merchandising and marketing resources to capitalize on opportunities and reduce costs for seasonal and region-specific events at Walmart
  • 24. Refresher on NPD Data Sharing Policy  The new Walmart consumer data products are a unique source of market information that is being made available to Walmart and Sam’s Club.  The foundation for ongoing success of this new relationship with Walmart is the continued reinforcement of our data sharing philosophy. – Contractual agreements with our other retail partners preclude NPD from sharing any POS data or calibrated consumer data with Walmart and Sam’s Club. – These new Walmart products are the ONLY NPD information that manufacturers can share with Walmart or Sam’s Club. • Manufacturers (vendors) cannot share NPD’s calibrated Consumer Tracking Service data for Consumer Technology with Walmart or Sam’s Club. • Why? It is enhanced with POS data.  Similarly, neither NPD nor our manufacturer clients can share the new Walmart products with ANY other retailer.
  • 25. THE NPD GROUP AUTOMOTIVE Contact Info: BEAUTY COMMERCIAL TECHNOLOGY CONSUMER TECHNOLOGY Bob Goodwin ENTERTAINMENT VP, Business Development FASHION robert_goodwin@npd.com FOOD & BEVERAGE 513-494-3300 FOODSERVICE HOME OFFICE SUPPLIES SOFTWARE SPORTS TOYS WIRELESS