The Collect&Go Report manual

We begin the analysis with the shares of the different product groups (on the left) and the different brands (on the right) in Out-of-pocket, Volume, and Units (modifiable via the "KPI filter" at the top).

Below, we show for each product group the share of each product group (on the left) and your brands (on the right) the market shares for both this year (bar) and last year (line). The share is calculated based on the total category unless you adjust this at the top right of the charts. This allows for analyzing both the product groups and the brands to see what is gaining importance and which product groups and brands are facing challenges.

At the bottom, you will find a table with the performance of both the category and your performance on the key KPIs. Through these KPIs, you can explain why the category is rising or falling. Is it because there are fewer customers (cash register tickets or the number of families buying items) or have customers bought less (Out-of-pocket or units are down, or the frequency is lower)?

In the top left, you get the market shares in units and out-of-pocket for all your products at Collect&Go. You can adjust the total using the filter just above.

Below the chart, you will find a Bubble Chart, with a bubble for each of your products. The X and Y axes show the evolution of a self-chosen KPI. At the top right, you will find the products that are doing well on both KPIs, at the bottom left the products that need more attention or have been delisted. The size of the bubbles indicates the importance in Out-of-pocket, the color the evolution in the Out-of-pocket.

Which KPIs you choose best depends on your goals. For example, you can select Price and Volume, if you want to see the impact of a price increase, or if you have done heavy communication, you can select volume/% HH that buys the product. This way you can see which products have attracted more new customers.

New products that are younger than 12 months are not included in the table, because no evolution can be calculated there.

On the right, you will find all KPIs back with their evolution. By default, it is set to your total performance, but you can filter it on a product or a combination of products. For example, if you have done a product switch, you can take those 2 products together to look at the total impact.

You can select the products either by clicking on a product in the Bubble Chart, or you can find a button at the top right to easily select the products based on characteristics.

In this tab, you get more insights into who buys your products. We segment in 3 ways:

• Region: based on where the Xtra user lives 
• Household type: in addition to age, we also determine whether there are children in the family. We determine this based on a model, via their Xtra purchases and is updated every month. Customers who do not often use their Xtra, cannot be categorized (called ‘NA’). When there are several Xtra users in a family, we use the age of the Xtra code that is most used. 
  

For each group, we the '% shr Out-of-Pocket': How important are the Product Group, Brands or products (choose top right) within each group in turnover. This gives the preference of certain groups for certain products.

Through the filters at the top, you can go up to your own products. 

Collect&Go offers a number of specific promotional opportunities that you can analyze with the Vitality chart. At the top, you can set what you want to see for your own products, where you can go down to the article level. You can adjust the calculation of the market share by including only one or a few product groups.

Below that, you can select the KPI that you want to use in your analysis. Through the market shares, you can check the sales. However, be aware that it concerns market shares. If there is competition that also has an Xtra discount running at the same time, it may be that you do not notice this in the market share, despite there being sales. Therefore, you can still evaluate those promotions through other KPIs. For sales per ticket or per family, you can see if customers have bought higher quantities. Through the percentage of cash register tickets or percentage of families, you can analyze whether you have attracted more customers.

Be sure to also check out our cases, where you can find a specific example on this topic.

Sometimes it is useful to download all data to be able to use in internal reporting or to have a compact overview of all available KPIs.

You can select the level of detail yourself, ranging from total category to article level. You have 2 levels that you can set. You can use this to group products (put all products of a brand together), but you can also use it to determine the level of the ‘others’, combine your product segment with brand, instead of category with brand, then you will have more detail for the other brands.

There are 2 tables that you can download:

1. All KPIs for the chosen period (MAT, YTD, …) for both this year and last year. 
2. All KPIs per period (Quarter, month, promo period,…) for the current year. If you also want the previous year, you can adapt the reference, and then you can also download the previous year.