Accelerated Workshop Solutions

Economic uncertainty, a migration from physical store to online channels and evolving customer purchasing behaviours means now more than ever it is imperative to embrace data-driven insight as a catalyst for transformation. To survive and thrive in some of the most unforgiving trading conditions the industry has experienced, key decisions need to be made fast and with confidence.

Starcount’s accelerated workshop solutions are designed to help you develop strategy and deliver change in your business, at pace. Allowing you to make and implement decisions quickly, based on the most up-to-date industry knowledge and data governance as well as aligning key stakeholders both inside and outside of your business.

The workshop solutions are facilitated by industry leaders Clive Humby and Richard Cuthbertson who work in collaboration with you and your business to address key challenges and opportunities. These focussed sessions will deliver tangible business benefits, competitive advantage and a firm action plan, equipping you and your leadership team to be prepared for the new data revolution. We will ensure you are asking the right questions and set realistic but challenging objectives to transform your business.

Embracing Big Data to drive your leadership decision making

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Why do you need this?

Clive Humby, Starcount

Nowhere is this more impactful short term than in retail. New business models, channels, and competitors continue to emerge, demanding new ways for leadership to manage and shape their business.

Much of this change is driven by a fundamental re-structure and re-shaping of the retail environment; consumers have more choice, more freedom and are increasingly measuring value, convenience, experience and the ethical positioning of brands when making their purchase decisions.

In addition, there is a promised new nirvana in technology. While recent machine learning methods promise to help extract value from data, we find we have been here before with the CRM revolution, loyalty programs and a host of new technologies. A small number of businesses really profited, but many ended up with expensive work programs and little tangible benefit.

Data is the new oil. It’s valuable, but if unrefined it cannot really be used. It has to be changed into gas, plastic, chemicals, etc to create a valuable entity that drives profitable activity; so too must data be broken down and analysed for it to have value.”

Digital transformation is dramatically disrupting society and industry.

For retailers, one error or poor assumption can have a severe impact, especially when supply chain pressure and changing customer behaviours can make the difference between profit and loss.

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As business leaders we are increasingly faced with more and more demanding questions;

Is the data you have enough? Is there a role for external data to understand the changing behaviours of your existing customers and spotting new trends you can take advantage of quickly?

Are you leading your business using the most relevant KPIs? What shape should your retail estate look like to take full advantage of your strengths and overcome your weaknesses?

What can we learn from other industries that are doing this well? Do you have the right tools, methodologies and applications of big data and understand how they can be applied in your business?

Is data routinely built into your decision-making processes? Do you have the right metadata on your products and services to help explain and understand customer decision making when faced with your selection of products, offers and availability?

The key is ensuring that the data you use is correct and insightful but more importantly, to reshape business processes by including key decision points driven by insights in order to reduce risk and maximise performance. Current legacy processes simply do not cut it.

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What we will cover

These sessions are designed around your business and its challenges and objectives, so we make sure we work with you to set the agenda. However, some broad areas that are key to success;

1. How data is changing the fundamentals of the retail business; What macro-economic, organisational, and behavioural changes should be shaping your thinking? How can we understand how this impacts our business today, and manage them for the future?

2. What are the challenges for your organisation; What are the different measures and KPIs you can assess on customers, categories, products, stores and channels and how do these vary for your organisation versus other markets from fast food and grocery through to luxury goods and services.

3. The tools, methodologies and applications; Explore what others are doing and assess if these are right for your organisation. What are the strengths and weaknesses of different methods?

4. Your metadata and quick wins; How can you quickly improve the efficacy of your decision making by making improvements to your existing product, store and channel metadata.

5. Why customers buy and where to find them; How to explore shopping missions, promotional behaviours and channel preferences to fully maximise your ROI from your marketing and promotional spends. How can external data tell you much more about your competitive environment and stay ahead of your competition?

6. Transformational Change; How to build data into your decision making processes and chart the quick wins in your organisation - ultimately designing a roadmap to leverage full advantage from these methods.

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Instant Benefits and Impact

Quickly and collaboratively shape your thinking on what benefits you can expect to drive and apply this knowledge to enhance your business’s performance.

CEO of major high street retailer

You will have certainty in the decisions you make, create ownership and alignment and deliver what can take months in a matter of days.

I have worked with Clive for over 5 years on shaping the strategy of our global retail business and he is an invaluable support and driving force. Leveraging his experience has seen us rethink our pricing and promotions strategy and make key process and people changes in our business that has delivered huge results” From theory to practice, the

workshop will equip you and your leadership team with a toolkit and a roadmap to ensure you rapidly start the transformation you will need to cope with change without large IT investments or commitments.

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In order for us to address some of the fundamental issues you face as a business and ensure you get maximum value from the session and from your leadership team we will require input from you to understand; Typical outputs from these sessions include;

What’s involved?

The workshop itself is designed to be flexible and would take place over 1-2 day. It will require attendance from your key leadership team/ stakeholders. We can hold these sessions at your offices or at an off-site location.

Your current business competencies

Your business challenges

Key business goals and KPIs

Access to your data so we can assess and build recommendations

A detailed summary of discussions and collective actions agreed from the workshop

Our recommendations on how to move the business forward

A roadmap built upon stakeholder alignment with risks and concerns over governance made explicit and ownership clearly stated.

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Your industry experts

With well over 80 years of combined retail industry expertise both in the UK and globally, the workshop design and facilitation will be led by Clive Humby and Richard Cuthbertson. They have both launched and advised retail businesses and therefore know first hand your challenges and opportunities as well as being able to supply a broader industry perspective.

Clive Humby is Chief Data Scientist at Starcount, the pioneering consumer-centric Insights consultancy.Best known as part of the duo who created dunnhumby, the company behind Tesco Clubcard and Kroger Plus card; which transformed retail decision making based on customer behaviours from pricing and assortment planning to promotion design and customer engagement - he revolutionised the use of transaction data for the FMCG industry

Clive created the first geodemographic system, ACORN, in the 1980s, which drove store location planning and is now involved in open data initiatives from motivational segmentations at Starcount to new Open data sets on retailing, he is acknowledged as one of the world’s pioneers in the discipline.

Clive has consulted at all levels, from government on the implication of Data Science in the UK Economy, through to individual clients where he leads key work streams designed to step change their businesses.

He also has an honorary Doctorate of Engineering for services to Big Data from the University of Sheffield and Honorary Doctorate from Kingston University for his contribution to Data Science and has co-authored Scoring Points: How Tesco Continues to Win Customer Loyalty.

Richard Cuthbertson is a Senior Research Fellow and Research Director at the Oxford Institute of Retail Management at Saïd Business School, University of Oxford.He is a leading expert in the development of consumer-facing companies and the convergence of online and in-store retailing.

Richard’s interest in retail and service businesses focuses on the interactions between customers, technology and the firm, as well as their influence on society and economic development.

Richard believes “we’re seeing a divergence in retailing between the big players and more niche, specialist stores. The big players are getting bigger and more global through the efficiencies of their back office, through their investment in supply chain, IT, and so on. At the same time, we’re also seeing the growth of more specialist stores that focus on a particular customer.”

Much of his research interest lies in understanding and assessing the challenges of the increasingly digital world on retail, particularly through technology innovation and the use of customer data. A current research project is examining the merger of online and in-store retailing and how high streets and retail businesses will evolve in the future.

Getting started

We would love to talk to you about how we can help support you and your business. If you have any questions or would like more information, please get in touch:

Clive HumbyChief Data ScientistClive.Humby@Starcount.com

Joanna WardleChief Commercial OfficerJoanna.Wardle@Starcount.com

To find out more about Starcount please visit:www.starcount.com

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