Apollo In-Store
Mobile Merchandising System (AIMMS) is a Windows based, hand-held software
solution developed to empower field merchandisers and management with
real-time, actionable shelf compliance analysis. Utilising leading edge
technologies you can:
• Check compliance at the shelf against an authorised planogram
• Create Realograms from the shelf layout in industry standard formats
• Send data back to head office for in depth organisational analysis
AIMMS currently consists of 4 modules:
1. Desktop module on the PC for controlling and transferring data
2. Compliance module on the PDA
3. Creation module on the PDA
4. Reporting module on PC for detailed analysis
Impact on your business
In the US alone, the total cost of accurate Planogram Implementation is
worth more than $14 Billion in annual savings to the CPG industry. Everyday
Consumer Packaged Goods (CPG) manufacturers and retailers are challenged
with implementing planograms at the shelf. Decisions are made on facings,
position and even pricing at a local level; each change moves the
implementation further from the approved planogram you issued.
Retailsmart understands the impact of non-compliance on your
organization. It can be measured as reduced ROI through:
• Increased out of stocks
• Lost sales
• Missed product introductions
• Lost consumer loyalty
• Lost incremental volume when faced with out
of stocks
Your customer will make only 54% of planned purchases, 20% of your
customers will leave your store to buy one or more items because the item
they wanted was either out of stock, unavailable in the right size or could
not be found.
WHAT CAN I DO?
Using a Pocket PC powered scanning PDA you can capture all the
merchandising details at the touch of a button, at the shelf. You receive
immediate access to the compliance data enabling you to fix the
problem or explain the issue. The data from multiple PDAs can be transmitted
back to a central location for aggregate analysis across your business. Once
the data is captured planograms can be automatically produced in leading
space-planning formats.
Case Studies
1. Store Merchandising Clerk checking implementation Compliance and fixing
at the shelf.
SITUATION:
The Retailer requires that each store checks their new planogram
implementation every two weeks after it’s live date. The Merchandising Clerk
in the store is sent the authorised planogram (or retrieves it from the web
site) and uses AIMMS Compliance to check the planogram. The application
checking level is set to Product Level so the Clerk is alerted at each
product if there is an issue. The issues are addressed immediately (moved to
correct position, facings corrected, stock located in warehouse, etc, etc).
Following the check the display is rescanned to correct the logged issues
and the error log is returned (possibly via the web site) to Head Office
as proof of audit completion and for analysis.
2. Store Merchandising Clerk checking
implementation Compliance and sending details to Head Office.
SITUATION:
The Retailer requires that each store checks their new planogram
implementation 6 weeks after it’s live date. The Merchandising Clerk in the
store is sent the authorised planogram (or retrieves it from the web site)
and uses AIMMS Compliance to check the planogram. The application checking
level is set to Section Level so the Clerk is not alerted to issues until
the scanning has been completed. No issues are addressed at the shelf.
Following the check the error log is returned (possibly via the web site)
to Head Office as proof of the audit completion and for analysis. Problems
with Suppliers, Brands and products can be identified in stores or regions.
3. Space Planner collecting realograms data for new
planogram creation.
SITUATION:
A new category is being planogrammed. The space planner downloads the
PMaster into the PDA and either builds a mock up planogram in a store and
scans all the planogram details into AIMMS Creation or the Space Planner
goes to existing stores and captures the realogram details for the various
sizes of display that are to be built.
The information on the PDA is downloaded through the cradle into the
space planners PC and the planograms are automatically built. The space
planner can then adjust the planograms as required and issue them to the
required stores through the normal release processes.
4. Space Planner collecting realograms data for
store specific analysis.
SITUATION:
Historical Analysis is usually performed on the authorised planogram
since it has been issued to the stores and implemented. This implementation
deteriorates over time so the sales for a specific store are matched against
a planogram that bears only a slight resemblance to the authorised version.
So any analysis using the store data and the authorised planogram is
immediately invalid.
The Space Planner uses AIMMS Creation to capture the actual store
realogram in order to do store specific analysis.
5. Store Manager checking planogram compliance at
specified times during the trading day or trading week.
SITUATION:
A Store Manager notices that his sales are down in a particular category
and wants to analyse why. He checks Out Of Stock (OOS) at critical times
during the week at peak shopping hours.
By scheduling an alarm in Pocket PC on the PDA and by using the
authorised planogram the Store Manager is able to check his category for
compliance. With the Compliance level set at Section Level he can scan the
display and get an actionable summary of the issues in a few minutes.
6. Retailer collecting compliance data for full
chain analysis.
SITUATION:
On a regular cycle the retailer uses a field-force of PDA users (internal
staff or contractor) to gather compliance data for a category or department
across the entire estate of stores.
The data is brought together in one central point and analysed. The
analysis provides detailed information about the chains compliance at
product, brand, manufacturer, store and cluster level. This critical
information is used to re-evaluate assortment, supplier and logistics
strategies.
7. Manufacturer collecting realograms data for
Product or Brand analysis.
SITUATION:
The manufacturer uses it’s own field workers to capture data about it’s
own products (and those of the competitors). This is done across different
chains or retailers.
The manufacturer is able to build up a detailed picture of product
placement by stores, regions and chains. This invaluable data informs the
manufacturer of implementation errors that adversely affect the performance
of the key brands and products. Additionally, the manufacturer gains
detailed information about merchandising strategies changing between
retailers.
8. Retail Area Manager collecting compliance data
for regional analysis.
SITUATION:
Tasked with maintaining and improving the performance of the stores in
their area, the Area Manager uses AIMMS Compliance to monitor and spot
check categories. The results are stored and the realograms built for future
reference (local market needs may have necessitated any discrepancies and
can be implemented again in the store when the need arises).
The results can also be used immediately in the store to correct any
unacceptable discrepancies.
9. Market Researcher collecting data for Market,
Retailer or Manufacturer analysis – Analytics, Consulting, Merchandising
departments.
SITUATION:
A market research company, either on an ad-hoc basis or on a regular
cycle will gather causal and compliance data (using PDA’s) across a
manufacturers portfolio of product, or, ranges contained within a retailer
chain of stores. The data is brought together in one central point and
analysed. The interrogation of data provides detailed information and is
critical to the end user, if they plan to re-evaluate assortment,
promotions, supplier and logistics process and strategy accurately and with
positive effect.
10. Category Captain (Manufacturers) carrying out
in-store analysis/projects.
SITUATION:
A manufacturer who has been nominated as a category captain by the
retailer will be tasked with specific projects, which will involve data
capture and analysis. Using AIMMS these tasks are expedited and the level of
accuracy is increased. The information can be sent immediately back to the
head office environment or held until the user wishes to interrogate the
data at a later time and place. The category captain can record a full range
of causal data, whilst ensuring the legitimacy of the fixture and the items
held within it.
11. Regional/Cluster/Individual Store competitor
- pricing comparisons:
SITUATION:
Researchers, manufacturers and retailers all track competitive pricing at
different locations throughout the industry. Using AIMMS technology, even
less experienced employees can download, record and upload relevant data
from specific stores, store clusters or regions of stores, to provide the
basis for head office to perform important retail price comparisons.
12. Manufacturer checking planogram implementation
for deviations from strategy and for Shelf Space erosion.
SITUATION:
A manufacturer checks the implementation of its merchandising strategies
and can communicate directly back to the Retailer Head Office of
errors/changes which will adversely affect the predicted sales uplifts. The
data is also used by the manufacturer to understand the impact of shelf
space erosion from competitor products.
13. Retailer checking Direct Supply Delivery (DSD)
manufacturers implementation for compliance.
SITUATION:
The Head Office or Store Manager can perform checks on the Manufacturers
Representative after the implementation or the latest stock delivery.
Changes or implementation errors to agreed space and merchandising
strategies can affect the performance of the Retailers categories, the
Manufacturers products/brands and the shopability of the fixture.
14. Space Planner collecting fixture information.
SITUATION:
The space planner is tasked with merchandising products in the most
productive way using the best type of fixtures to maximise the impact of the
display.
In order to understand what types and sizes of fixtures are available in
the stores, the Space Planner can use AIMMS Creation to capture Store,
Section and Shelf details for one or more categories and report on these.
Anomalies in fixture types can be quickly and easily identified.
This comprehensive and accurate list of fixture information allows better
planograms to be built. These planograms more accurately reflect the
available fixture types and the space available. An extremely valuable
benefit of this is that the planogram becomes easier to implement in store.
15. Space Planner collecting product information
SITUATION:
Using AIMMS Creation the Space Planner is able to capture an accurate and
comprehensive product list for products available in store.
Creating a dummy section and one long shelf, the application will be able
to scan and collect product UPC codes. The psuedo planogram is built and the
UPC codes captured in Apollo. Using standard Apollo functionality, the list
of codes can be used to update PMasters or for comparison against existing
sections.
Frequently Asked QuestionsWhat is a RealogramTM?
A planogram is a graphical representation of the positioning of the products
on the section, and a RealogramTM is what is “actually” happening in store.
Data can be collected manually or via a program such as AIMMSTM. The
difference between a planogram and a RealogramTM is a measure of compliance.
What is compliance checking?
A process where product placement in-store is checked against the authorised planogram for that section. It provides a clear vision of non-compliance and
basis for correction at store level or to rectify at Head Office preventing revenue
losses caused by missing items and out-of-stocks.
What handheld devices will AIMMSTM operate on?
Certified for use with: - Compaq iPAQ 3700, 3800 series with the Symbol
SPS3000 plug on scanner. - Symbol SPT 2800 series rugged scanners. - Symbol
PDT 8100 series rugged scanners.
Why Pocket PC technology?
Pocket PC is a Microsoft Operating System specifically created for PDA
devices. A direct fit with your Microsoft based IT infrastructure, Pocket PC
integrates seamlessly into you organisation.Enabling technologies like
Pocket PC allows Retailsmart to produce business solutions that are easy to implement
and deliver extensive and measurable ROI. Get more information at:
http://www.microsoft.com/mobile/pocketpc/default.asp
What other software can I run on this Pocket PCTM?
Pocket PCTM runs applications including Excel, Outlook, Word and other
Windows based management tools. Hundreds of business applications are
available to download from various public websites.
Can I transfer the data to my PC?
Yes, transferring data is simple. When you ActiveSync your hand held the
data is transferred and Apollo will automatically generate the planograms
via the upload and downloading functionality of the PC housed AIMMS
DesktopTM. AIMMS is designed to use a hardwired cradle and supports wireless
connectivity to transfer data to and from the PDA.
I don’t have Apollo on my PC. Can I still use
AIMMSTM?
While data can be captured and uploaded via AIMMS Desktop onto your PC, the
full potential of this tool is realised through the synergy of the seamless
uplink to Apollo planogramming and analytics. Remote users can use AIMMS
without connection to a desktop PC. The user could capture the field
data/compliance and return the results to Head Office via email or through to a
website. Utilising AIMMS wireless connectivity support, Head Office could
transfer data to and from the PDA (and housekeep the PDA) remotely thus
retaining full control of the data used in the field.
What is wireless connectivity?
AIMMS is a suite of mobile solutions. This means that AIMMS works in an
environment outside of your office without a desktop PC or Laptop PC. However, to
transfer data to and from the PDA you must connect to a PC. Traditionally
this is done through a cradle plugged into your PC or Laptop AIMMS supports
Wireless connectivity.
Wireless connectivity removes the need to physically connect to a PC.
Utilising industry standard wireless capabilities, AIMMS can communicate
directly with your network to send and receive data.
Will I need to install wireless capability in my
organisation to use this feature of AIMMS?
Yes. Your organisation will need a wireless infrastructure in place to use
wireless connectivity with any application that supports that data transfer
method.
RetailSmart works closely with Development Partners who can consult on
and implement Wireless infrastructures in FMCG/CPG organisations.
How do I create planograms in Apollo from the
downloaded data?
This is a very simple process. Once data has been transferred to the PC,
AIMMSTM can open Apollo and automatically generate planograms for the
fixtures for which data has been captured utilising the AIMMSTM desktop
application.
Can AIMMSTM capture causal information?
Yes. AIMMSTM is designed to capture compliance and planogram data. Causal
data can be captured for all compliance issues at the shelf. The data can be
transferred back into Apollo as the compliance realograms are generated.
Can I also produce a database of store and fixture
information?
Yes. Use AIMMSTM as normal but don’t scan any products. AIMMSTM will build
planograms using just the fixtures you have captured.
Can I use AIMMS to capture new product details?
Yes. Using a PMaster as a reference point AIMMS can quickly identify new
product, the UPC is captured as you scan. You can be prompted to enter
further details about the product. These details will be used when the
realogram is produced and can be easily updated into the PMaster.
Can I edit the planogram whilst I am scanning the
fixture?
Indeed. In the Creation module you can change the position of shelves on the
section (both the height and module or bay). You can insert or delete
shelves or products as you work.
Can I send my scanned data from a store to my HO
over a modem?
Yes, ActiveSync the data to your PC and attach the txt files to an e-mail.
Planograms can also be emailed and viewed via Apollo WebViewerTM.
Will AIMMSTM allow me to create planograms for more
than one category?
Yes, you can hold virtually an unlimited array of PMasters and planogram
Sections in AIMMSTM. You are only limited by the memory of the hardware you
choose to use.
Do I need Apollo Professional to build the
planograms?
No, the minimum requirement is Apollo Lite plus the AIMMSTM Add-On.
Can AIMMSTM save planograms in other file formats?
Yes, AIMMSTM produces planograms in Apollo, Spaceman and Intercept formats
and AIMMSTM can export data into text files for import into other systems.
Can I see the compliance planogram I am building on
the PDA?
Most certainly. During construction of the planogram the tool bar offers an
option to view what you have scanned, in form of the fixture.
Can I compare my Master planogram with what I scan whilst at the fixture?
Indeed you can. As you scan in the products from the fixture you can be
alerted to the differences between master and actual at per product, shelf
and section levels.
Can I produce compliance reports?
Yes you can. Utilising AIMMS Reports users may choose from standard reports
or customise their own. These can be exported to Word, Excel or even to a
web format.
How can I analyse the data from all my collected
planograms together?
Many methods are available for further analysis;
1. Send all compliance data to the AIMMS reports module for cross planogram
compliance analysis.
2. Create the planograms from the Creation or
Compliance modules and use Apollo Investigator to perform complex analysis
of the planograms.
3. Utilise the data directly out of the reporting module database in your
own applications.
