超市销售数据报表

METROCash&CarryChinaCRMCA–EndUserTrainingIntroductionCRMCAApplicationOverviewCRMCAReportsOverviewWhatisCRMCA?CRM–CustomerRelationshipManagementCRMisthebusinessstrategy,processesandsolutionsthatanorganisationusestomaximisetherelationshipithaswithit’scustomersandthevalueitderivesfromtheserelationships.CRM是一种经营战略、流程和方案，使用者可最大限度的利用他的客户关系以及源于这些关系的价值CA-CustomerAnalysisCAisabusinessintelligencetoolthatallowsanalysisandreportingofcustomerinformation.CAsupportsdecisionmakinginthebusinessandthemaximisationofcustomerrelationships.CA是允许进行客户信息分析和报告的商业智能化工具，支持商业决策和优化客户关系。WhatisBusinessIntelligence?BusinessIntelligence(BI)applicationsaredecisionsupporttoolsthatenablereal-time,interactiveaccess,analysisandmanipulationofmissioncriticalcorporateinformation.商业智能方案作为决策支持工具，能够实现对于公司重要信息及时,互动的访问，以及分析和掌控。Theseapplicationsprovideuserswithvaluableinsightintokeyoperatinginformationtoquicklyidentifybusinessopportunitiesandproblems.这些应用软件给用户提供了有价值的运作信息，从而迅速地把握商机和发现问题。AdvantagesofCRMCAIncreased

revenue

opportunities

增加收入的机会Get

more

spending

fromMetrocustomers

提高客户的消费Better

returnonpromotion

activities

提高促销活动的回报More

reliable

informationoncustomers

获得更多可靠的客户信息Customer

consulting

process

can

be

more

effective

使客户咨询手段更有效Increased

sharingofinformation

within

the

organisation

提高内部的信息的共享Improve

organisational

learning

改进组织的知识Increased

competitive

positionandprofitabilityofoperations

提高竞争位置和运作收益Improve

theMetroofferingtocustomers

提高Metro对客户提供的服务AdvantagesofBusinessIntelligence(BI)==> BusinessIntelligence

provides

decision

makers

商务智能化方案为决策者提供with

therightinformation

正确的信息atthe

therighttime

正确的时机intherightplace

正确的场合

enabling

themtomake

better

business

decisions

确保他们作出更好的商业决策Point-of-Sale销售SupplyChain供应链ERPData企业系统应用数据….ABCRaw

Data原始数据Insight数据解析Action行动ABCData

Warehouse:Centralize

data

frommultiplesources

intoadata

warehouse汇总多种数据源到该数据库Insight:BIToolsanalyze

the

datatohelp

better

understand

the

business商业智能化分析数据以便更好的理解业务Action:Actonthe

insight

provided

byBItools

by

reallocating

resources通过BI工具和资源重组来制定行动Data

Warehouse数据库BusinessIntelligence商业智能Report报表Graph图表Alert预警Oracle9iOracleDatabaseMicroStrategyAnalysis„Grid“-Data

DimensionsandHierarchies分析网格-数据坐标和层次CustomerBranchBranchFamilyCust.GroupTimezoneFood/NonFoodArticleArt.SubGroupFood/NonFoodPromotionDayWeekMonthYearArtGroupArt.MainGroupSalesSubDom.SalesDom.ZIPHomeStoreFrequency......CardholderDataModelCRMCARelease1.0AnalysisCustomergroupreporting(customernumber,salesorsalesdevelopment,grossprofitonsalessubdomain/store/month)

客户组报表（卡号，销售或销售发展，行业/商场/月毛利）Customerreporting(salesorsalesdevelopment,grossprofitonarticlegroup/store/month)

客户报表（销售或销售提高，商品组/商场/月毛利）Customerassortmentuse(food/nonfood,regular/promotion,salessubdomain,dedicatedarticles)

客户分类应用（食品/非食品，常规/促销，销售范围，特殊商品）Customer

promotion

sales

analysis(customer

groups,promotion

salesratio,promotion

assortment

part,gross

profit,buying

frequency,...)

客户促销销售分析（客户组，促销商品比率，促销分类部分，毛利，采购频率）Customer

profitability

analysis(assortment

use,frequency,timezone,branch)

客户收益分析（分类，频率，时区，行业）Customer

behaviour

analysis(recency,frequency,durationofrelationship,numbersofarticles,...)

客户行为分析（最后一次光顾距今天的天数，频率，关系持续时间，商品数量……）Whatisthepurposeofthisreport?

这些报表的用途是什么？Whatisthekeyinformationinthisreport/analysis?这些报表和分析的关键信息是什么？Whatbusinessprocessdoesthisimpact?

哪些商业流程会有这些影响？Whatbusinessdecisionscanthisinformationsupport?

这些信息如何支持商务决策？

Whointhebusinessshouldusethisreport?

那些人会用到这些报表？

Howshouldtheyuseitandhowoften?

他们应怎样运用及其使用频率？BusinessImpact–CRMCACRMCARelease1.0-CountryReportsCRMCAReportReportPurposeActivitytrackingTrackthecustomerperformanceintermofbuyingcustomerandsalesinselectedperiod跟踪某项活动客户在一定时段的采购情况ActivitycodecheckCheckifthecodeinsystemisrightornot检查系统中的活动代码是否正确SE/KAEBonusTracktheperformanceofperSE/KAEintermofsalesinselectedperiod,alsotrackineachbranchsuchasCanteen,CBU,Other

Horeca,Top

Hotel,Trader跟踪SE/KAE对应客户在指定时段的销售情况，同时可跟踪几个行业的销售Topcustomer2004/2005Trackthetopcustomerlistinselectedbranchbyappointedsalesvalue跟踪今明两年一定销售额内指定行业的客户排名清单2004/2005TopcustomerevaluationTrackthetopcustomersalesandinvoiceinselectedbranchandperiodbyappointedsalesvalue跟踪今明两年一定销售额排名内的指定行业和时段的客户的销售情况CountryReportforBUandStoreCRMCAReportReportPurposeInvoicecontrolTracktheperformanceofperbranchintermofinvoiceandsaleswithintheperiodyouselected跟踪指定时段内每个行业的客户的帐单和销售DailysalesovercertainamountcustomerTrackthecertainbranchcustomer’ssalesinthedateyouselected跟踪指定日期间某些行业客户每天的销售Newcustomer(buying)Trackthedefinednewcustomerperformanceintermofsalesandinvoiceinselectedperiod跟踪定义新客户在指定时段内的销售和帐单ToparticlesofcustomerbranchTrackthetoparticlesalesinselectedbranchandperiod跟踪指定行业和时段内商品的销售排名ToparticleforselectedcustomerTrackthetoparticlesalesinselectedcustomerandperiod跟踪指定客户名单和时段内商品的销售排名CountryReportonlyforBUCRMCARelease1.0-PromotionsReportsCRMCAReportReportPurposePromo1Selectlistofcustomerstouseforpromotions选择关于促销的客户列表Promo2Trackcustomerpromotionsalestrend,shareovertimeonweeklybasis跟踪客户销售趋势（以周为单位）Promo3Trackhowcustomersusepromotionassortmentandcustomershareondedicatedpromotions

跟踪客户如何对待促销商品和特定的促销Promo4Trackhowcustomersreacttopromotionsandcustomerbehavioursondedicatedpromotions跟踪客户对促销的反应和客户对待特定促销的采购行为Promo5Trackhowacustomergroupusesapromotionassortmentfordedicatedpromotions跟踪客户组如何对待特定促销的促销商品Promo6Tracksalestopromotioncustomergroupversusregularsales跟踪比较促销客户组的销售与正常销售Promo7Tracktop100articlesfrompromotions跟踪前100位的促销商品Promo8BFTrackwhichcustomergroupsarebuyingwhichtypeofpromotionproductovertime(weeklybasis)

跟踪哪些客户组采购哪种促销商品（以周为单位）Promo8SDTrackwhichproductsinasalesdomainarebeingsoldduringpromotionsovertime(weeklybasis)

跟踪在促销期间卖掉了哪些销售范围的产品（以周为单位）CRMCARelease1.0-AssortmentReportsCRMCAReportReportPurposeAssortment1Determinethetop100articlessoldtoeachcustomergroupinthebusiness.测定每个客户组采购的前100种商品Top100articlessoldtoanindividualcustomer或个别客户采购的前100种商品Assortment2Foraspecificarticletrackwhichcustomergroupsandcustomersarebuyingthisproduct.跟踪采购某一特殊商品的客户组和客户Assortment3Foraspecificarticletrackwhichcustomersboughtitinthelast6months.跟踪过去六个月中采购某一特殊商品的客户Assortment4Trackhowacustomergrouparebuyingthisproductovertime.Responsivenesstopricechangesintheproduct.跟踪客户组如何购买该产品及对其调价的反应CRMCARelease1.0–PCM&DevelopmentCRMCAReportReportPurposeAcquisition1Trackperformanceofnewlyacquiredcustomers.跟踪新客户的情况Acquisition2Monitorandevaluateperformanceofanewcustomerover12monthperiod.对新客户12个月内的情况进行监控和评估Retention1Monitorperformance(sales,visits)ofcustomeroverlast3monthstodetermineriskoflosingthecustomer.(HeadOffice&Store)监控客户过去三个月的销售拜访情况来测定失去这些客户的风险系数MarginTracktop500customersbyprofitability.跟踪利润率最高的前500位客户NonBuyingCustomersListofcustomerswhoareclassedasnonbuying零销售顾客清单CRMCARelease1.0–CustomerStatistics/BehaviourCRMCAReportReportPurposeStatistics1Trackallrelevantsalesstatisticsonacustomer跟踪某客户的所有相关销售统计Statistics2Trackwhatcustomertypesarebuyingwhattypeofproducts.跟踪哪些类型的客户采购哪种商品CRMCAReportReportPurposeBehaviour1Trackperformanceandbehaviourofanindividualcustomer.跟踪个别客户的采购情况和行为TurnoverTimesTrackturnoverbyhourtodetermineoptimalopeningandclosingtimes.跟踪每小时的销售来确定最佳营业时间Promo1-CustomerSelectionforPromotionPurposeofreportThisreportisusedtoselectalist(segment)ofcustomersforapromotion.Itallowsyoutofocusmarketingactivitiesonspecificcustomersbasedonanumberofkeycriteriaratherthanusinganunnecessarilylargecustomerbaseforallpromotionsandcampaigns.该报表可选择相关促销的部分客户列表，可关注针对一定数量的关键客户的销售行动，远胜于使用不必要的巨大的所有促销活动相关的客户信息。KeyInformationinreportListofCustomernumbersbasedonselectioncriteria基于选择标准的客户清单BusinessProcess(es)supportedCustomerPlanning客户计划CustomerCampaignManagement客户活动管理PromotionPlanningSupport促销计划支持CustomerDevelopment客户发展BusinessDecisionsSupportedEffectivesegmentation,structure,profitablity,salesmaximisation,campaigncostreduction,targeting,overallmarketingeffectiveness有效的分类，结构，盈利能力，优化销售，节约活动费用，指标，所有市场效果WhoshouldusereportMarketing–HeadOffice市场部-总部

Marketing–BU市场部-区域Customerconsultants–Store商场客户咨询部Allthoseinvolvedinmarketing/promotionalactivities

所有其他与营销/促销活动相关的部门HowshouldreportbeusedAssociatecustomersegmentstospecificcampaignsieTargetItalien

restaurantswithpromosonItalienproducts

联系不同类型的客户参与特定的活动，如针对意大利餐馆的意大利商品促销Trackhowcustomersegmentsreacttopromotions跟踪不同类型客户对促销的反应Usewheneverinvolvedinplanning/segmentationactivities随时运用于不同计划/类型的活动中Promo2-PromotionPerformanceTrackingPurposeofreportThisreportisusedtotracktheoverallperformanceofpromotionsoverlast3months.Thesearetrackedbysalesdomain.该报表可跟踪过去3个月的促销的销售情况。KeyInformationinreportPromotionssales,Promosales%ofTotalsales,No.ofitemssold促销销售，促销销售占总销售的百分比，销售的商品数量BusinessProcess(es)supportedCustomerCampaignManagement客户活动管理PromotionPlanningSupport促销计划支持Assortment/CategoryPlanning商品/品种计划KPIManagement(Campaigneffectiveness)KPI管理（活动效果）BusinessDecisionsSupportedAremypromotionsasuccess?Seasonalfactorsimpactingpromotions?Supportsdecisionsonallfuturepromotioncampaigns.我的促销活动成功吗？季节因素有影响吗？支持所有即将进行的促销活动的决策Whoshouldusereport

Marketing–HeadOffice市场部-总部

Marketing–BU市场部-区域Customerconsultants–Store商场客户咨询部Allthoseinvolvedinpromotionalactivities所有与促销活动相关的部门HowshouldreportbeusedTrackwhichpromotionswerethemostsuccessful.Askwhy?何种促销活动最成功？什么原因？Shouldbeusedatleasteverytwoweekstotrackpromotionsuccess

应至少两周跟踪一次促销结果Marketingteamshouldusetoshowthatpromotionsstrategyis

working市场部门应利用此报表说明促销战略的进展Promo3-PromotionPerformanceTrackingPromo2extension…………

是Promo2的延伸MoredetailedviewthanPromo2-Atarticlelevel

比Promo2更详细-可达商品一级Canviewwhichspecificcustomersboughtwhich

productsinwhichstoreduringthepromotion.

可显示出特定的客户在促销期间于哪个商场购买了什么样的商品Detailedtrackingofpromotions

能更详细的跟踪促销活动Promo4-CustomerPromotionReactionPurposeofreportThisreportisusedtotrackeachcustomersreactiontopromotionactivities.此报告用于跟踪每位客户对于促销活动的反馈意见。KeyInformationinreportPromotionssales,%’s,purchasecircumstances促销销售额，所占百分比，购买情况BusinessProcess(es)supportedCustomerCampaignManagement客户活动管理PromotionPlanningSupport促销计划支持CustomerPlanning客户计划CustomerDevelopment客户发展BusinessDecisionsSupportedAremypromotionsasuccess?Iscustomeracherrypicker?Increasesales?Definebetterpromotargetgroups.Detailedinformationoncustomerspend.促销活动是否成功？客户是否很挑剔？营业额是否增加？确定最佳目标客户群，客户采购的详细情况。Whoshouldusereport

Customerconsultants–Store商场客户咨询部CustomerResearch–HeadOffice总部客户调研部HowshouldreportbeusedTrackwhichpromotionswerethemostsuccessful.Askwhy?何种促销活动最成功？什么原因？Trackresponsivenesstopromotions跟踪促销活动的反响情况Shouldbeusedatleasteverymonth?是否应该每月使用此报表？Marketingteamshouldusetoshowthatpromotionsstrategyisworking市场部门应利用此报表说明促销战略的进展Spendanalysis费用开支分析Promotionprofitability促销活动盈利情况Promo7-TOP100ArticlePerformancePurposeofreportThisreportpresentstheTop100articlesfrompromotions.Itisusedtotracktheperformanceofanarticleduringapromotiontoaregularsalesperiod.此报表显示前100种最佳促销商品。跟踪商品在促销期与非促销期销售情况对比KeyInformationinreportNo.sold,priceredu,Avgsalesprice,no.ofcustomerswhobought商品编号，促销期价格，平均销售价格，购买客户编号BusinessProcess(es)supportedCustomerCampaign/PromotionManagement促销活动管理SupplierNegotiationandSupport与供应商协商，支持Assortment/CategoryPlanning品种/种类计划Range&Spaceplanning范围及货架安排计划CustomerDevelopment客户发展BusinessDecisionsSupportedWhicharebestsellingproductsduringpromotions?Aremypromotionsasuccess?Supportsdecisionsonallfuturepromotioncampaigns.Leveragesuppliers.Spaceplanning,pricesensitivity促销期间最畅销商品？促销活动是否成功？为以后促销活动计划提供借鉴，协调供应商、货架管理及价格WhoshouldusereportMarketing–HeadOffice市场部-总部

Marketing–BU市场部-区域Customerconsultants–Store商场客户咨询部Spaceplanners货架管理Buyers采购HowshouldreportbeusedTrackwhichproductsarethemostsuccessful.Askwhy?何种促销商品最成功？什么原因？Shouldbeusedatleasteverymonthtotrackpromotionsuccess至少每月跟踪促销结果Buyerscanusetogetleveragewithsuppliers–promosupport采购可以借此与供应商谈判，获得促销支持R&Splannerstoensureproductsgetenoughspaceinpromotions货架管理确保促销期间商品出样货架足够

Assortment2-ArticlePerformanceAnalysisPurposeofreportThisreportcanbeusedtotrackthecustomersbuyingeacharticle.此报表用于跟踪客户购买每种商品KeyInformationinreport#ofcustomreswhobought,totalvalueofsales,ABbreakdown购买客户编号，总购买金额，商品分类BusinessProcess(es)supportedAssortment/CategoryPlanning品种/种类计划Listing/Delisting列入促销商品清单/从清单中删除Range&Spaceplanning货架管理计划CustomerDevelopment客户发展BusinessDecisionsSupportedWho’sbuyingmymostexpensiveprodcuts?ShouldIdelistthisproduct?ShouldIleveragesupplier?购买最昂贵商品的客户？是否应该将该商品从促销清单中删除？是否应该与供应商协商？WhoshouldusereportMarketing–HeadOffice市场部-总部

Marketing–BU市场部-区域Customerconsultants–Store商场客户咨询部Buyers采购Assortmentplanners商品品种计划人员HowshouldreportbeusedCanIdelist?Who’sbuyingthis?能否将该商品不作为促销商品？购买客户情况Shouldbeusedwhendelistingdecisionsaremade当已经做出清除商品的决定之时是否可以用此报表？Buyerscanusetogetleveragewithsuppliers–promosupport采购可以借此与供应商谈判，获得促销支持R&Splannerstoensureproductsgetappropriatespaceinpromotions货架管理确保促销期间适当的商品出样

Acquisition1–MonitorNewCustomersPurposeofreportThisreportcanbeusedtotracktheperformanceanddevevelopementofnewcustomers.此报表用于跟踪新客户的销售及发展情况KeyInformationinreporttotalvalueofsales,basketspend,frequency,recency总销售额，平均每次消费金额，购买频率，上次购买日期距今为止的时间BusinessProcess(es)supportedPromotionsPlanning/CampaignManagement促销计划/活动管理CustomerConsulting客户咨询

KPI’s关键表现指数CustomerDevelopment客户发展BusinessDecisionsSupportedAremynewcustomersvisiting,spending?WhenshouldIreact?Howeffectivearemyeffortstoincreasesales?新客户是否来商场购物？应该何时做出反应？为提高营业额所做的工作是否有成效？WhoshouldusereportMarketing–HeadOffice市场部-总部

Marketing–BU市场部-区域Customerconsultants–Store商场客户咨询部Campaign/Promotionplanners促销活动计划人员HowshouldreportbeusedSpeedupdevelopmentofnewcustomers加快新客户开发Increasesaleseffortsfocusedonnewcustomers针对新客户增加力度Trackeffectivenessofmarketing,consultingtonewcustomers跟踪市场部，客户咨询部对新客户工作的有效性Acquisition2Informationforlast12months

过去12个月的信息Detailedinformationoneachcustomer

每位客户的详细情况Behaviour1–CustomerBehviour&PerformancePurposeofreportThisreportcanbeusedtotrackthebehaviourandperformanceofeachcustomeronkeycriteria.此报告用于跟踪每位客户对于关键标准的行为表现KeyInformationinreporttotalsales,frequency,recency,NFshare,ABC,storespread总销售额，购买频率，上次购买日期距今为止的时间，非食品商品购买份额，ABC商品购买份额，商场BusinessProcess(es)supportedCampaignManagement活动管理StoreNetwork商场网络

KPI’s关键表现指数CustomerDevelop