|  | Excerpt from: Globally AWhere
| | | May 01, 2009 | | Add a geographical dimension to your WalMart sales analysis and learn how to maximize sales. |  Whether they know it or not, millions of people at tens of thousands of businesses are directly affected by the data provided by Walmart's Retail Link TM. (For the uninitiated, Retail Link provides detailed reports to each of the vendors about sales of individual products at WalMart stores).
By introducing geo-analytics (i.e. the addition of location intelligence to traditional business analysis) to Retail Link, AWhere provides better, faster analysis and unique visual correlations for category managers and business analysts in consumer packaged goods (CPG).
 As a result, CPG category managers can spend their time thinking about how to ask sophisticated questions of their data, and get immediate answers, rather than focusing on the hours and hours of deep financial analysis that inherently limit the capacity to ask those questions.
In addition to creating unique maps of sales performance and inventory, the new subscription package, called AWhere CPG TM, provides integrated software, updated data feeds and Retail Link templates. These templates make it easy to correlate Retail Link data with designated market area (DMA) data from Nielsen, US census data, as well as weather data, updated daily.
Within the virtual walls of AWhere, the development of this project was spearheaded by our President, Jim Pollock. Upon the completion of the project, Jim explained the benefits of integrating these disparate data sets, the amortized costs of access to Nielsen's DMA data, and the impact of the weather data on category managers' decision-making process. Here are some interesting highlights:
- The output of a single Retail Link report can be a 20-30 Megabyte Excel Spreadsheet with 3800 rows store IDs with dozens of POS parameters per SKU per row. Whew. AWhere CPG allows you to “see” the 3800 rows as dots on a map revealing distribution, inventory, and competitive problems at a glance.
- AWhere worked with a technology partner that adjusted the 2000 census information to incorporate birth and death information from the Centers for Disease Control (CDC) along with housing start , moving and immigration statistics to create 2008 estimates of over 100 demographic variables to the block group level.
- This data was then correlated with the DMA market locations and key Retail Link indicators to create a custom measure of Retail Trade Area for each of Walmart’s 4400 stores and clubs creating a custom store-by-store geographic area of interest that highlights the different geographic impact urban stores have from rural stores.
Our research indicates that, due to the overwhelm associated with thousands of variables and regular data updates, many category managers perform a quick weekly analysis of the ten best-performing and the ten worst-performing Walmart stores, and took actions based on those limited data. “Today, category managers can see the whole picture,” Pollock explains.
If you would like to see the whole picture of your Retail Link reports, learn more about the AWhere CPG TM package.
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