Empowered commercial teams with data-driven product assortment optimisation
Challenge
DFI Retail Group is a leading pan-Asian retailer that controls some of the most famous retail brands in the region, including Wellcome, Mannings, and Jason’s Marketplace, totaling more than 10,700 stores. Despite the size of their regional footprint, they had no unified method of analysing retail data outside of a team of in-house analysts. In today's rapidly changing retail environment, they found that this team was not sufficiently equipped to address the primary challenge of optimising product assortment. They explored some software solutions, but they did not provide satisfactory results.
Solutions
DFI Retail Group partnered with Tecsa to pilot its retail decision intelligence platform, OneViu, across some of the main Hong Kong-based brands in the group.
One of the main reasons that DFI Retail chose OneViu is because it is a no-code platform, which enables non-technical teams to leverage data and insights for better decision-making. Tecsa conducted 32 onboarding training sessions with 293 members of the DFI Retail commercial teams to teach them how to optimise their assortments using OneViu.
Results
As soon as the training was completed, OneViu was able to provide actionable insights that could answer the team's business problems.
For example, Tecsa helped senior category managers at Mannings to understand customer behaviour in the ‘Cough & Cold’ category by utilising OneViu’s consumer decision tree. The platform recommended clustering children’s products together on the shelf, making shopping easier for families and potentially enhancing Mannings' reputation as a ‘destination’ for high-quality children’s medicine products.
The initial training and pilot studies were deemed a complete success, and OneViu has been rolled out to all commercial teams in the company and will also be extended to the Singapore market
Consultants & Partners Involved In This Case
At Tecsa, we carefully select the best talent from our diverse team of global experts to match the unique complexity and challenges of each project
ROB RUTTENBERG
TIM DUFF
ROB GODWIN
ROB RUTTENBERG
Rob is a retail analytics leader, passionate about improving business performance through a focus on data and customers. Thanks to his engineering background and systems mindset he has created groundbreaking approaches to category management, driving business efficiency and growth enabled by cutting-edge data science for retailers around the world.
Rob started his career in consulting before moving into customer analytics with Nectar and then Dunnhumby where he latterly led their category management practice. He joined Deliveroo to lead category management globally, building capabilities to scale their dark stores proposition and drive improvements across the grocery marketplace. In 2021 Rob joined Tecsa to lead retail analytics for DFI in Hong Kong, creating the vision and roadmap for Tecsa’s OneViu platform.
TIM DUFF
With over 20 years’ experience working with some of the biggest retailers and FMCG suppliers around the world, Tim has a deep expertise in the use of data (specifically customer-level data) to help businesses make smarter decisions that positively impact Sales & Margin.
Prior to working at Tecsa, Tim helped retailers such as Sainsbury (UK) to develop & embed industry-leading analytic technology that puts customer-data at the heart of decision-making. He has now worked with retailers across Europe, North America & Asia, advising on a range of topics, most recently Category Management, Assortment & Promotional Optimisation.
ROB GODWIN
Rob is a retailer at heart, with over 25 years of commercial and marketing experience at major grocery retailers in the UK, Asia and Australia. In addition to that, Rob has spent the last 5 years in Retail Analytics consulting meaning he is in the unique position to explain how customer data can truly benefit retailers on a day-to-day basis.
Rob passionately believes that any retailer, large or small, can benefit from a better understanding of customer behavior and is driven to find that value for all our clients.
