VIAPROM provides Analytics Solutions which involved deep problem solving and usage of a range of statistical techniques from regression to ML based models for Clients in Retail industries across the world.
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OVERVIEW
The Retail industry faces major challenges across the world: an uncertain economy, new digital
competition, and a new generation of customers who are highly informed and more demanding.
Regardless of these shifts, the basics remain unchanged: Retailers who accurately anticipate their
customers’ wants and needs - offering the right product, in the right place, at the right time, and for the
right price – wins it.
Retailers generate colossal amounts of data every day. However, only a handful of them are able to
harvest useful information. Why only a handful, because these organizations follow a business
intelligence strategy that harnesses knowledge. Only those who are able to to integrate a business
intelligence strategy have a competitive advantage. Such enterprises do not focus only on traditional
reporting and/or analytics but on predictive analytics to deliver robust products and top-line. For today’s
retailers, hunches and experience, that mid and senior level management brought to the table, have
been replaced with logical frameworks and business strategies.
VIAPROM ANALYTICS SECURES THE BOTTOM-LINE
VIAPROM’S primary focus is to capture large and varied sets of high quality data to uncover
hidden patterns, unknown correlations, market trends, customer preferences and other useful &
necessary information which helps retailers to take more informed & wise business decisions.
VIAPROM also helps retailers to execute unique customer engagement programs, instant
gratification to
customers to generate
higher ROI, effectively
manage memberships
and rewards, interact
with customers across
multiple channels and
track loyalty program
performance. With all
the available actionable
insights & intelligence,
VIAPROM helps retailers to create successful & targeted marketing Campaigns and in the
process it optimizes the campaign planning, simplifies management, automates multi-channel
execution & facilitates tracking and measuring of the campaign performance.
WHAT ARE WE DOING IN RETAIL INDUSTRY?
At VIAPROM, we generate deeper insights across the entire value chain of Retail operations, including
procurement, supply chain, sales and marketing, store operations, and customer management. Our vast
experience of working with multiple retailers across the world has helped us to develop a Retail
Analytics Solutions that can be used to structure major part of a Retailer’s Operations.
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WHAT CAN VIAPROM RETAIL ANALYTICS PROVIDE
VIAPROM ANALYTICS SOLUTIONS HELPS IN
MERCHANDISING ANALYTICS
ASSORTMENT PLANNING + DEMOGRAPHIC
PLANNING + STORE CLUSTERING +STORE LAYOUT
PLANNING + SHELF SPACE ALLOCATION +
PRODUCT PLACEMENT + PRODUCT ADJACENCY
SALES & MARKETING ANALYTICS
PROMOTIONS + PRICING + PERSONILISATION +
CAMPAIGNS
SUPPLY CHAIN ANALYTICS
DEMAND & SALE S FORECASTING + SUPPLY
CHAIN VISIBILITY + LOGISTICS &
TRANSPORTATION + INVENTORY PLANNING +
SUPPLIER’S EVALUATION
OPERATIONS ANALYTICS
WORKFORCE OPTIMIZATION + SHRINKAGE +
INVENTORY REPLENISHMENT + STORE
PERFORMANCE
We at VIAPROM follow the best practices and our comprehensive and flexible methodology for Analytics
projects ensures that we can deliver business critical insights within time and budget.
1. TRADE PROMOTION OPTIMISATION
2. MARKETING MIX MODELLING
3. SALES FORECASTING
4. SENTIMENT ANALYSIS
PRICING
ANALYTICS
Know what price
points will draw
customers
CUSTOMER
INSIGHTS
Sell what
customers want at
their preferred
point of purchase
SALES INSIGHTS
Adopt new ways to
sell based on how
customers are
buying
MARKETING
INSIGHTS
Deliver
personalized
promotions and
optimized
marketing spend
SUPPLY CHAIN
INSIGHTS
Optimize inventory
levels with minimal
stock-outs
Supply Chain &
Operations
Analytics
Mechandising
Analytics
Marketing
Analytics
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5. VENDOR SELECTION MODEL
6. PRICING RECOMMENDATION
7. INVENTORY OPTIMISATION
8. PRODUCT LAUNCH BENCHMARKING & CANNIBALISATION
9. PRICING & PACK ANALYTICS
10. VENDING MACHINE ROI
11. MULTI CHANNEL ADVERTISING ANALYTICS
12. ASSORTMENT INTELLIGENCE
WHAT DO WE DO TO DRIVE GROWTH
ANALYTICS BUSINESS CHALLENGES SOLUTIONS RESULTS
TRADE PROMOTION
OPTIMISATION
To Identify the right price and
discount point that maximises
sales lift and Return on
Investment (ROI)
VIAPROM will built a
regression model to
understand the impact of
demand drivers on
historical sales volume and
calculate base volume
Increase of ROI on Trade
Promotions
To Optimise promotions to
improve sales performance of
newly launched products
VIAPROM will calculate
total ‘true’ cost of
promotions based on the
individual components and
will also calculate ROI for
historical promo events
Helps to gain Insights into
the profitability of
Promotions across
regions and products and
also helps to enhance
ability to benchmark
Scheme Performance
MARKETING MIX
MODELLING
To Calculate ROI of
advertisement spend across
various channels like
television, print and web
VIAPROM will develop an
analytic model showing
impact of various marketing
campaigns on sales
Helps to understand
Media channel
effectiveness in terms of
Prioritised advertisement
and promotion spend in
favour of channels that
provide better ROI
To Understand consumer
behaviour with regard to
exposure to advertising
VIAPROM will evaluates
media effectiveness, ROI
and simulate what-
if scenarios
Reduced the overall
spend on advertising and
promotion
SALES
FORECASTING
To Identify a scientific
methodology to accurately
predict future sales volumes
VIAPROM will develop a
robust sales forecasting
model through
aggregation and statistical
analysis of data
Predicted sales volumes
based on critical demand
drivers
To Improve target setting by
identifying current
market conditions and their
impact on customer sales
VIAPROM will develop a
structured what-if analysis
mechanism to create
multiple scenarios
Improved decision
making through
structured
scenario analysis
SENTIMENT
ANALYSIS
To Capture customer
feedback across various social
VIAPROM uses Web
crawlers to capture
Instant Customer
Feedback from Various
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media platforms and derive
meaningful conclusions, which
could be sent to relevant
functions within the
organization
unstructured data across
various social media
platforms
Channels.
To Improve brand strength
and engage with customers in
a meaningful way
VIAPROM uses a text
mining model for parsing
conversations into positive,
neutral and negative
buckets
VIAPROM’S Sentiment
Analysis helps to track
consumer behaviour in
real time across
channels, monitor online
brand performance and
also uncover the patterns
that can have a
significant impact on
business.
VENDOR SELECTION
MODEL
To Create a vendor evaluation
method to facilitate an
objective, unbiased selection
process
VIAPROM Analytic
hierarchy process (VAHP)
is a prominent approach in
solving multi-criterion
decision-making problems.
Helps to avoid conflicts
through collaborative
decision making
To Identify the key metrics of
vendor performance that can
help during negotiation with
vendors on specific points
The method allows the
incorporation of judgments
on intangible qualitative
criteria alongside tangible
quantitative criteria.
Generated a repeatable
process that saves time
To find a robust framework
that can measure
vendors’ performance
Measured vendor
performance among
peers and across time
PRICING
RECOMMENDATION
To Understand the impact on
sales for a given change in
price (pricing elasticity) across
products and also understand
the impact on the contribution
margin
VIAPROM builds a pricing
model to enable an
effective pricing structure
for various product
categories
Improves Efficiency in
Planning
To Ensure a consistent
scientific methodology is
being applied to pricing
decisions across
categories/outlets
VIAPROM helps to optimise
pricing which improve
margins and bottom-
line profitability
Helps in data-driven
pricing suggestions for
greater sales and
incremental contribution
margin
INVENTORY
OPTIMIZATION
To align inventory planning,
forecasting and execution
capabilities across the
organisation
VIAPROM employs
statistical modeling
methodology to ascertain
Inventory stock level vs
lost sales scenario analysis
Suggests Order quantity
recommendations to
reduce out-of-stock
frequency
To obtain insights from vast
volumes of data at the SKU
location on a weekly/daily
level to improve inventory
forecasting
VIAPROM can develop
robust demand forecasts
through statistical analysis
of data across stores
Optimise the balance
required between
Inventory Stock and lost
sales opportunities based
on the economics and
competitive environment
of the business
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PRODUCT LAUNCH
BENCHMARKING &
CANNIBALIZATION
To leverage analytics to
identify factors critical to new
product success
VIAPROM creates a set of
indicators to measure
launch of Products based
on a mix of Analytical and
Modeling techniques
Recommends early
launch execution to
ensure greater success
or to limit investment on
launches likely to fail.
To understand how sales and
contribution margin of a new
product should be
benchmarked to
assess performance
VIAPROM estimates the
impact of the product
launch on overall market
share through Statistical
Analysis and data available
from Field Analytics
To analyse the level of
cannibalisation from a newly
launched product
PRICING & PACK
ANALYTICS
To forecast Incremental
volume and contribution
margin associated with new
vending opportunities
VIAPROM can Identify true
cost to serve of vending
machine network, including
both direct and indirect
costs
Profit drivers quantified
(commission, location,
cost to serve, etc.)
To understand ROI of adding
cashless swipe to new and
existing machines, including
both cost and precision pricing
VIAPROM can develop
data-driven fact base for
precision price setting with
and without cashless swipe
MULTI CHANNEL
ADVERTISING
ANALYTICS
To Understand which
combination of ad exposures
interacts to influence the
consumer to make a purchase
VIAPROM’s solution
involves three distinct
activities:
1. Attribution: Quantifying
the contribution of each
element of advertising.
2. Optimisation: Use of
predictive analytics tools
to run scenarios for
business planning
3. Allocation: Real-time
redistribution of
resources across
marketing activities
according to optimisation
scenarios
Able to measure how TV,
print, radio and online
ads, each functions
independently to drive
sales and then allocate
marketing spend based
on lift and ROI.
To Identify whether the
organisation is perfectly
investing the right amount at
the correct point in the
customer decision journey to
purchase a product.
ASSORTMENT
INTELLIGENCE
To track the competitors’
assortments and their pricing
dynamically (real time) to
optimise personal product
portfolio
VIAPROM can create a
Real-time price monitoring
Module by using advanced
Analytics and Artificial
Intelligence (AI) along with
data mining and Image
Recognition Algorithms.
A healthy and growing
bottom line
Provides a 360 degree
view of Competitors
Product Assortments
which helps an
organization to quickly
adjust its own product mix
and pricing.
To Identify products, brands
and categories where one has
a unique advantage
VIAPROM’s Trend Analysis
using Predictive Algorithms
in order to sell the right
products at the appropriate
time and drop products that
are low in popularity.
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VIAPROM INTEGRATED MANAGEMENT SYSTEM
An efficient information backbone which integrates the data from various data sources like customers,
Point of Sales, suppliers, market, and social media, and stores is most critical and important component
of a successful Analytics Framework and stores it in a ready-to-use format for various VIAPROM’S
Analytical Modeling Applications. The mode of Data transfer depends on the existing technology
landscape of the Client and the aspects they would like VIAPROM to cover in their Analytics Solutions.
PROJECT APPROACH
Our structured approach has been built up from our experience in analytical engagements. It comprises
of 6 steps to maximize project oversight. Each step allows looping back to previous steps to apply the
insights gained in subsequent steps.
CRITICAL SUCCESS FACTORS
To ensure maximal knowledge transfer in both ways we would need to work closely with key experts in
client’s Analytics, Business and IT departments. Rapid access to potentially disparate source data and
UNDERSTAND ANALYSE INSIGHTS
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support in understanding the data is essential in order to build up the data structures required for the
Analytical Models.
We at VIAPROM follow the best practices and our comprehensive and flexible methodology for Analytics
projects ensures that we can deliver business critical insights within time and budget.
THE VIAPROM ADVANTAGE
VIAPROM’S Analytics repository of KPIs and Advanced Analytics frameworks/data models supported by
VIAPROM’s sector and domain knowledge help any Retail Company to jump start their Analytics journey.
SECTOR
• Sector aligned competencies and experienced team providing sector-specific solutions
• Knowledge of sector-specific issues and business needs
ANALYTICS
• A wide resource pool having experience in visualization, statistics and analytical modeling
• Access to repeatable components and repository
IT ENABLEMENT
• VIAPROM’s has the capability to deliver end-to-end solutions and services across most
technology platforms
• Our Retail Analytics repository includes 1000+ KPIs across customer, marketing, sales, supply
chain and inventory.
• With experience of 100+ Retail Analytics engagements, we have a rich repository of Solution
Accelerators including Data Models and Approach Notes for Advanced Analytics.
• We leverage these Retail Analytics Solutions for developing analytics-based solutions for
business problems.
• VIAPROM is a PCI DSS Certified company with advanced information security management practices — you
can be completely assured of the security of your data. VIAPROM follows the best practices and refined
processed and methodologies to ensure effective Project Management, transparent communication and
excellence in deliveries.
OUR ENGAGEMENT MODEL
VIAPROM, a leader in Analytics Solutions, provides Analytics for all scenarios (Descriptive- Predictive-
Prescriptive) such as WHAT HAPPENED – WHAT WILL HAPPEN- HOW CAN WE MAKE IT HAPPEN. The extent to
which we plan for your journey is also rather unique and we believe strongly that mapping out the
journey for your company is what leads to success. From the front-line staff to the C-suite officers,
VIAPROM will works with Analytics Department in your organisation to properly understand and
contextualize the path to Analytics success to stay ahead of competition. Moreover upon understanding
the challenges assigned to VIAPROM and your operational practices, VIAPROM will scope the
requirement and will offer you an effort and time estimation.
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RETAINER / FTE MODEL
Our FTE model is perfectly designed for fixed analytics requirement for large corporates. For an
annual contract, a devoted team of analysts are deployed. The team acts as the Analysts for the
Client and work on wide range of multi-faceted projects while engaging with the Client
directly. Pricing per FTE is based on predefined analytics hours annually.
FRAMEWORK AGREEMENT
Our services involve combinations of infrastructure like web/mobile portal access, fixed/ ad-
hoc projects, consulting, etc. Our pricing for the Framework Model depends on analyst hours,
FTEs, portal access and support.
PROJECT BASED MODEL (ADHOC PROJECTS)
Our project based Assignments requires minimum of 6 to 20 weeks of rigorous effort from our
dedicated consultants. Getting started with understanding the business needs, defining the
scope of engagement and finally built the Analytics catering to the Client’s requirements and
engaging with the Client directly. Our pricing per analyst hour is completely based on the type
of projects we undertake.
ABOUT VIAPROM
VIAPROM TECHNOLOGIES PVT LTD is a flagship technology Consulting and Solutions company of IPROM
GROUP. We help in building the smart digital enterprise leveraging the power of Analytics, Technology,
Digital Connectivity and Customer Centricity.
At VIAPROM our main focus is on achieving distinction by delivering value-driven business solutions
enabled with technology. Our systematic investments in creating Intellectual Property, nurturing
talent and building knowledge capital for specific industry verticals like Retail & CPG, Food &
Beverages, Aviation & Travel, Banking-Financial Services & Insurance, Oil & Gas, Healthcare, Telecom
& Media, Transportation & Logistics, Industrial & Manufacturing and Government & Public Sector
help our clients maximize their returns on their investments. We also develop and maintain strategic
Applications for our Clients at our Bangalore Knowledge Center which forms a pivotal part of our
Integrated Business Solutions Offerings.
Our Clients span across India, South Asia, Middle East, USA, Europe, APAC, North and Southern Africa.
Our Integrated Management System integrates all of VIAPROM’s systems and processes in to one complete
framework, enabling us to work as a single unit with unified objectives. This helps and empowers us and our
associates to achieve and even exceed client’s expectations.
VIAPROM’S strength mainly lies in its unique, flexible and scalable as well as customizable solutions that
are built on latest available technology stack and delivered on the cloud or in-premise as per the
requirement. Being located at the Silicon Valley of the East – BANGALORE and having the best of
human capital and industry benchmarked processes makes us the preferred choice for our clients.
Our vision and mission is to be the strategic consulting and technology partner for our clients and
offer solutions that have long-term and sustainable benefits.
