Manual of the Service Cost Report

After you have selected the desired service cost action, the corresponding data appears at the bottom:

• The first column shows all sales of the items that participated in the action, regardless of whether there was a service cost or not. This also includes customers who did not buy enough to benefit from the service cost. At the bottom, you can see how many customers and cash register receipts this concerns.
• The second column shows the same information, but only for the sales where a free service cost was applicable. So only the purchases that were eligible for a free service cost.

In the graph , these results  are benchmarked, with the sales three vitalities (vitality = promotion period of Colruyt) before and two vitalities after the service cost action (if these are already available). This enables you to view the uplift during the promo.

Attention! This page currently only contains data from the website. Data from the app is currently not available. The other tabs contain data based on the cash register system and therefore contain both orders via the site and the app.

At the top, we show the sales funnels to add a product to the shopping cart:

• Slider on homepage > service cost action page > shopping cart
• Product tile > service cost action page > shopping cart
• Product tile > shopping cart

For each step, you can see three KPIs:

• Impressions/clicks/additions: how often people have seen the banner or clicked on it. For the impressions, there are two types of banners:
  
  • Slider: every time someone scrolls through the slider, an impression is counted per 'scroll'. Suppose you are in third place and the user scrolls through the slider three times and the banner is always visible, then this counts as three impressions.
  • Product tile: there is one banner on each product tile. If there are several products on one page, there will also be several impressions for that page.
• Sessions: during how many sessions people came into contact with the promotion
• Users: the number of unique visitors

Finally, in the last column, you can see how many customers bought a product that participates in the action, and how many of them also bought enough to get the service cost for free.

Below, you can see day by day, how many orders there are based on the order date:

• How many orders there are when the action is not applicable (pickup date is outside the action period)
• How many orders there are during the action, but where people did not buy enough to enjoy the action
• How many orders there are during the action, and people bought enough to enjoy the action.

This graph shows how far in advance our customers come into contact with the action, and how many buy enough to actually enjoy the action.

The Sales Data Report provides detailed information about the sales on Collect&Go before, during and after the action.

We start with the total number of households who bought products that participated in the action. Here we distinguish between all users and only those who bought enough to also get a free service cost.

To be able to benchmark your performance, we compare the action with the three periods (vitalities) before the action and the two periods afterwards (if available). To make a good comparison, we do this on different metrics:

• General sales: in Out-of-Pocket and in number of units
• Extra customers: have we attracted more customers, both in number of cash register receipts and number of households? We also look at the ratio compared to the total number of cash register receipts and households.
• Quantity per trip: How much was bought per trip?

These figures give a good picture of whether there is an impact on total sales and whether that increase is caused by extra customers and/or higher volumes per customer.

At the top right, you can see the same results, but then per product. Via the filter you can select the desired KPI yourself.

Finally, at the bottom right, you can still see what percentage of the customers who received a free service cost, have chosen for your action. Below that, you see the distribution per household type. This enables you to see if your action was more attractive for certain groups.

On the last tab, we investigate whether the action also brought you extra customers and whether they have come back afterwards. On these graphs you can set which customers you want to include in the analysis:

• For the new customers, we look at whether a customer has bought the product in the past 12 months. Via the filter 'Pre & post period' you can choose whether we include Collect&Go purchases or both store and Collect&Go purchases. The same applies to the repeat purchasers: should the repeat purchase only take place at Collect&Go, or it may be both in the physical store and at Collect&Go.
• Via the button next to it, you can choose to only include the buyers who actually enjoyed the free service cost. If not, all buyers are included, also those who didn't buy enough.

In the first graph, you can see how many new customers you have attracted. If you have chosen to show all buyers (not just those who enjoyed the service cost) then you can also compare with the vitality just before the promo. This way you can benchmark and see if you have attracted extra new buyers.

The second graph first shows the number of customers who have bought, according to the parameters you have set. In the following vitalities, you can see how many of them have bought again and how many times they have already made a repeat purchase. Additionally, you can also filter on new buyers, so only the repeat purchases of the new customers are taken into account.