Master Planning to Make Your Supply Chain More Efficient

Master Planning plays a pivotal role in streamlining production, procurement, and distribution processes, enabling organizations to enhance efficiency and achieve key benefits such as maximizing demand satisfaction, minimizing costs, and optimizing asset utilization. Here, we will explore the three main types of planning, delve into the inputs that drive supply plans, and discuss the day-to-day tasks of master planners.

Master Supply Planning Overview

Master Supply Planning is a comprehensive discipline that optimizes various aspects of the supply chain. It operates on a global scale, ensuring synchronization and responsiveness to supply and demand fluctuations. To make the most of this planning, companies need to employ various dashboards, reports, and interactive applications to meet the requirements of the job.

Master Supply Planning applications often leverage two types of algorithms: optimization and heuristic. These algorithms are versatile and can be applied across a wide range of industries, thanks to a flexible data model that encompasses manufacturing and distribution processes.

Three Main Types of Planning

  • Strategic Planning: This type of planning focuses on the broader organizational goals, including future growth, supply chain evaluation, and resource allocation. It often involves long-term planning for several years into the future.
  • Tactical Planning: Tactical planning is all about implementing the strategies defined in the strategic plan. It optimizes the supply chain, adhering to business policies and constraints, and typically looks at the next year or so. Tactical planners collaborate with various departments to understand factors like product lifecycles, marketing promotions, and market potential.
  • Operational Planning: Operational planning ensures that order commitments are met even in the face of operational challenges. Planners monitor supply chain performance and plan results to address material and resource exceptions. Operational plans usually focus on the next several weeks.

Inputs Into Supply Plans

Supply plans are generated based on a variety of data inputs, including:

  • Master Data: This includes items and locations.
  • Demand Inputs: Comprising forecast orders, customer orders, and safety stock orders.
  • Supply Inputs: Consisting of inventory on hand, scheduled supplies, in-transits, and purchase orders.

Constraints are essential in the planning process and encompass material, time, and production capacity constraints.

Day-to-Day Planning Tasks

Master planners perform numerous tasks on a daily basis, with a focus on managing exceptions and addressing unexpected events. These tasks include:

  • Reviewing master data for issues and updating default parameters.
  • Analyzing the plan using analysis tools, reports, and interactive applications.
  • Using reports and interactive applications to review demand satisfaction and exceptions.
  • Tracking plan performance and aligning results with the annual operating plan.
  • Ensuring risk and contingency plans are in place to address any issues in the annual plan.

Conclusion

Master Supply Planning is a crucial component of an optimized supply chain, offering the potential for efficient operations and cost savings. K3 Group, with its team of strategic consultants, can help your business make the most of Master Supply Planning, ensuring you maximize efficiency, reduce costs, and meet demand effectively. With their expert guidance, your supply chain will be better equipped to thrive in today’s dynamic business environment.

Here are the other supply chain processes we support including demand planning, master planning, and fulfillment provided by our partners like BlueYonder, o9, and Kinaxis.

The Natural Progression of Planning Operations

Planning Process

In the complex world of supply chain management, well-orchestrated planning operations are the cornerstone of success. In a simplistic form, the journey begins with the intricate dance of Promo and Price Planning and culminates in the seamless execution of Purchase Order Optimization. Let’s explore this natural progression of planning operations and uncover the art and science behind each step:

1. Promo and Price Planning

At the outset of supply chain planning, we encounter Promo and Price Planning. This is where the big impact on demand is orchestrated, often in conjunction with external systems like Revionics or DemandTec, or within the ambit of solutions like Blue Yonder. Here, the aim is to strategically plan promotions and pricing strategies that drive demand. It’s a realm of unconstrained possibilities, where creativity and market insight come into play to entice customers.

2. Demand Planning

The next step in the planning journey is Demand Planning. It’s here that the base demand is meticulously calculated, taking into account factors such as base prices, historical data, events, and more. Demand Planning separates base demand from promotional demand, providing a clearer picture of what to expect in terms of customer requirements.

3. Inventory Optimization

With demand understood, the spotlight shifts to Inventory Optimization. In this phase, the goal is to ensure that unconstrained inventory levels are optimized to meet both regular demand and the surge in demand triggered by promotions. Inventory Optimization is a delicate balancing act, ensuring that stock levels are neither excessive nor insufficient to fulfill customer needs.

4. Fulfillment and Replenishment

Fulfillment marks the transition from unconstrained operations to a more constrained environment. Here, mathematical precision comes into play as the system calculates the net orders against the actual inventory on hand. Fulfillment ensures that products are allocated efficiently to meet customer demands while optimizing the utilization of available stock.

5. Purchase Order Optimization

As the final piece of the puzzle, Purchase Order Optimization is where order assignment takes place. It’s about determining which orders are assigned to which fulfillment centers or suppliers, all while considering various constraints and factors such as cost, delivery times, and customer preferences.

This waterfall model is the clearest path through planning.  More complex organizations or different industries may require specializations in Master Planning, Sales and Operations Planning, or Customer Order Promising

The Art vs. Science in Planning

In the planning process, two distinct realms exist—the “art” and the “science.” Promo and Price Planning, as well as Demand Planning, require a more creative and interactive approach. These phases involve what-if scenarios, market insights, and the art of understanding customer behavior.

On the other hand, Fulfillment and Order Optimization lean more towards the “science” side. They involve technical precision, adherence to business rules, and execution based on real data.

The Key to Success: Integration and Continual Refinement

The success of this natural progression lies in seamless integration between these planning operations. Each step informs the next, creating a synchronized flow of information and decision-making. Moreover, supply chain planning is not a one-time endeavor; it’s an ongoing journey of refinement and optimization. As market dynamics change and customer preferences evolve, the planning process must adapt to stay competitive.

Supply chain planning is a multifaceted journey that requires both artistry and scientific precision. By addressing each step in the natural progression of planning operations and embracing the integration of these steps, K3 can help you unlock the key to supply chain excellence, ensuring you meet customer demands efficiently and effectively in an ever-changing market landscape.

Inventory Optimization to Make Your Supply Chain More Effective

inventory optimization

Inventory management is a complex and critical aspect of any business, encompassing raw materials, work-in-progress goods, and finished goods that can be spread across various entities in the supply chain, including vendors, suppliers, distributors, and stores. Poor inventory management can lead to a loss of revenue and dissatisfied customers, making it essential for businesses to implement effective inventory optimization strategies.

The Challenge of Inventory Management

Managing inventory is not a one-size-fits-all endeavor. Inventory policies need to consider various factors such as business objectives, changing market conditions, and supply chain constraints. These policies define what to carry in terms of inventories, their form, and quantity, across procurement, manufacturing, and distribution networks. There are both advantages and disadvantages to carrying inventory throughout the supply chain, impacting suppliers, manufacturers, transportation, distribution centers, retailers, and customers.  An inventory strategy would account for the pros and cons of where to carry the inventory and ultimately optimize those tradeoffs.

where do you keep inventory?

The Impact of Inventory on Customer Service

Consistently delivering high service levels across multiple channels has become increasingly challenging and complex. It’s important to recognize that the relationship between inventory and customer service is not linear. Simple metrics like days of cover for inventory management may fall short. To make informed decisions, businesses need to consider both demand and supply risks where supply risks are the variability of lead times and demand risk are the forecast error.  Taking these considerations into account will enable you to move beyond simple inventory management and make your operations more efficient.

Strategic and Tactical Planning

Effective inventory management involves both strategic and tactical planning. Businesses need to consider what to make, what to buy, and from whom, as well as what inventories to carry, where to carry them, in what form, and how much. An inventory optimization solution can play a pivotal role in generating optimized stock levels and inventory policies for fulfillment or master planning. It should also enable efficient modeling and data management while facilitating what-if scenarios to analyze and view the impact of inventory plans.  These tools will drive further efficiencies into the process.

Benefits of Inventory Optimization

Inventory optimization is not just about short-term gains; it’s a strategic imperative that aligns inventory policies and processes with overarching business goals. Implementing inventory optimization solutions can result in the following benefits:

  • Reduced operational costs: Inventory optimization software can identify slow-moving products and recommend restocking, cutting storage and warehousing expenses.
  • Increased customer satisfaction: Optimized inventory ensures quicker order fulfillment and faster delivery, enhancing customer satisfaction and preventing overstocking costs.
  • Improved delivery time: Inventory optimization helps track product distribution, enabling targeted stocking at high-demand warehouse locations for timely order processing and delivery.
  • Optimized inventory: Precise knowledge of available SKUs in warehouses enhances inventory management, cash flow, storage space utilization, and consistent product delivery.

Your Partner for Inventory Optimization

K3 Group specializes in providing expert services to implement these inventory optimization solutions. Our capabilities span inventory strategy, tactical planning, and execution management, helping businesses streamline inventory processes, reduce operational costs, and enhance customer satisfaction. During an implementation we will:

  • Implement tools that will generate optimized stock levels and inventory policies that can be used in other solutions for fulfillment or master planning.
  • Use a tool that provides efficient modeling and data management.
  • Give users the ability to segment key value items or problem items from other inventory.
  • Provide the ability to conduct what-if scenarios so that you can analyze and view the impact of inventory plans, aiding in your decision-making.

Conclusion

In today’s efficient supply chains, inventory optimization is not just a choice; it’s a strategic imperative. Our consulting services offer tailored services to meet the demands of real-world operations, allowing businesses to reap the benefits of enhanced performance and a rapid return on investment. By enabling inventory optimization, businesses can reduce costs, enhance efficiency, and position themselves as leaders in their industries, equipped with a potent strategic advantage. K3 Group is your trusted partner on this transformative journey toward a brighter future.

Here are the other supply chain processes we support including demand planning, master planning, and fulfillment provided by our partners like BlueYonder, o9, and Kinaxis.

Order Promising With ATP and CTP

Today, supply and demand fluctuations have reached unprecedented levels, complicating your ability to confidently provide order promising timeframes. Navigating these turbulent waters demands more than mere production adjustments—it requires a profound understanding of market dynamics. In this dynamic environment, customer demand has emerged as the primary driver of value chains, usurping the traditional role of supply.

The Evolution of Order Promising

In this era of volatility, strategic order promising has become paramount, particularly when demand outpaces supply. Prioritizing orders strategically, especially when faced with constrained inventory, is key to thriving in this challenging landscape. Order Promising has transcended its role as a process and become an indispensable, mission-critical component of modern supply chains. Augmenting your Order Management System (OMS) with intelligent and robust order promising capabilities empowers your organization to not only maximize sales but also harmonize the delicate equilibrium between supply and demand while delivering exceptional customer service.

Order Promising & Allocation Planning Solutions

Order Promising & Allocation Planning Solutions leverage advanced algorithms and logic, including ATP (Available to Promise) and CTP (Capable to Promise), to calculate precise promise dates. These systems take into account the earliest ship and receipt dates, which are determined based on the delivery date control method and transport days. You have the flexibility to choose from various delivery date control methods to align promise dates with your specific business needs:

Sales lead time: This method calculates the delivery date based on the time between the creation of the sales order and the shipment of the items. It relies on a default number of days and does not consider factors like stock availability, known demand, or planned supply.

ATP (Available-to-Promise): ATP is a comprehensive approach that factors in uncommitted inventory, lead times, planned receipts, and issues to determine the quantity of an item available and promise it to a customer on a specific date.

ATP + Issue margin: In this method, the shipping date is determined by adding the issue margin to the ATP date. The issue margin represents the time required to prepare the items for shipment.

CTP (Capable-to-Promise): CTP calculates availability through explosion. It’s important to note that if you’re using Planning Optimization, selecting CTP as the delivery date control method isn’t allowed and will trigger an error during the calculation process.

By integrating these delivery date control methods with advanced order promising solutions, you can confidently make commitments that align with your strategic objectives and meet the unique priorities of your customers and channels while accounting for inventory and capacity availability.

Addressing Supply Chain Constraints

Intelligent solutions offer a lifeline amidst the chaos of supply chain management. They bring clarity and simplicity to the daily intricacies of the supply chain. Whether it’s slashing inventory levels, reducing premium freight costs, bolstering planner productivity, or providing insightful visibility, these tools empower businesses to conquer the challenges posed by volatile markets.

Driving the Promise to Customers

A competitive edge is forged on the foundation of reliable order promises. The seamless connection between Order Promising and Planning ensures the flawless execution of your business strategy. Here’s how:

  • Tailored Promises: Customize order promising policies for different customer segments.
  • Preserving Service Levels: Safeguard service levels for your most valuable customers and channels.
  • Real-Time Commitments: Make real-time promises at scale.
  • Leveraging ATP and CTP Sources: Maximize the potential of Available to Promise (ATP) and Capable to Promise (CTP) sources of supply.
  • Confidence in Commitments: Back your delivery dates with unwavering confidence.

K3 Implementation Services

As the supply chain landscape continues to evolve, intelligent Order Promising emerges as a game-changer. To navigate this landscape successfully, it’s essential to have the right consulting partner and tools by your side. This is where K3 Implementation Services steps in. Our expertise in supply chain management and intelligent technologies, coupled with our deep understanding of your unique business needs, ensures that your journey towards superior order promising and supply chain success is not only efficient but also maximally effective. With K3 by your side, you can embrace the unpredictability of the market with confidence, delivering superior service and achieving remarkable results.

Here are the other supply chain processes we support including demand planning, master planning, and fulfillment provided by our partners like BlueYonder, o9, and Kinaxis.

Navigating the Complexities of Demand Planning and Fulfillment

In today’s complex business world, demand planning and fulfillment are critical components of supply chain management. However, many companies struggle to meet customer demand while maintaining optimal inventory levels and minimizing costs. This is where demand planning and fulfillment consulting experts can help.

What is Demand Planning and Fulfillment?

Demand planning is the process of forecasting customer demand for products and services. It involves analyzing historical data, market trends, and other factors to estimate future demand. Accurate demand planning is essential to ensure that the right products are available at the right time and in the right quantities.

Fulfillment, on the other hand, is the process of delivering products and services to customers. It includes order processing, inventory management, and shipping. Efficient and effective fulfillment is crucial for customer satisfaction and retention.

Why Hire Demand Planning and Fulfillment Consulting Experts?

Demand planning and fulfillment can be complex, involving many different factors that can impact supply chain efficiency. Consulting experts can provide the guidance and expertise needed to navigate these complexities and optimize your supply chain operations.

Here are some of the benefits of hiring demand planning and fulfillment consulting experts:

  1. Improved Forecast Accuracy: Consulting experts can help you develop more accurate demand forecasts by analyzing historical data, market trends, and other factors. This can lead to better inventory management and improved customer service levels.
  2. Inventory Optimization: Consulting experts can help you optimize your inventory levels to minimize costs while ensuring that the right products are available when and where they are needed.
  3. Improved Order Processing: Consulting experts can help you streamline your order processing and fulfillment operations, reducing errors and improving customer satisfaction.
  4. Supply Chain Visibility: Consulting experts can help you gain visibility into your supply chain operations, allowing you to identify and address bottlenecks and other inefficiencies.
  5. Scalability: Consulting experts can help you scale your operations to meet changing demand, ensuring that you can continue to meet customer needs as your business grows.

Our experts can provide valuable guidance and support across industries. Whether you need help with forecasting, inventory management, order processing, or supply chain visibility, our consultants can help you optimize your operations and improve customer satisfaction.

Optimizing Your Warehouse Operations

In today’s fast-paced and competitive business environment, optimizing your warehouse operations is critical to your success. To achieve this optimization, businesses turn to WMS systems from vendors like BlueYonder, Körber and Manhattan and consultants to help them implement and manage advanced needs like robot integration, cold storage, food preparation, and Level 3 automation.

WMS consulting involves working with experts who have deep expertise in warehouse management and the technologies that support it. These experts can help you identify the right software solutions for your needs, implement those solutions effectively, and manage them over time to ensure optimal performance.

One of the key benefits of working with a WMS consultant is the ability to tap into their expertise in a wide range of warehouse technologies. For example, if you need to integrate robots into your warehouse operations, an integration consultant can help you connect your AGVs through APIs into your existing systems.

Similarly, if you need to manage cold storage or food preparation in your warehouse, a consultant can help you identify the right software solutions to meet those needs. This could include solutions for tracking temperature and humidity levels, managing food safety compliance, and optimizing food handling and storage processes.

Finally, if you’re looking to implement Level 3 automation in your warehouse, a consultant can help you identify the right software solutions to manage this complex technology. This could include solutions for managing autonomous robots, controlling conveyors and sorters, and optimizing workflows across multiple systems.

When selecting a warehouse management software consultant, it’s important to look for a partner who has extensive experience working with businesses similar to yours. This ensures that they understand your unique needs and can tailor their solutions to address them effectively.

In addition, look for a consultant who has a proven track record of delivering results, such as our completed projects. Ask for case studies and testimonials to get a sense of their experience and the outcomes they’ve achieved for other clients.

Ultimately, working with a WMS consultant can help you optimize your warehouse operations, improve efficiency, and achieve better business outcomes. With the right partner by your side, you can gain the expertise and insights you need to take your warehouse to the next level.

Finding the Right SCM Partner

supply chain

Finding the right SCM partner can be hard. Given how critical supply chain efficiency is, it’s essential to ensure that your chosen partner genuinely prioritizes your best interests. Unfortunately, many large consulting shops often fall short in selecting individuals with the necessary skills and knowledge to fine-tune your systems effectively. The repercussions of poorly integrated or configured systems can lead to significant financial issues on your project. This is precisely where K3 Group comes in and here’s why:

  • Specialization: K3 Group specializes in implementation consulting, drawing on the collective expertise of seasoned professionals in supply chain management in leading technologies such as BlueYonder, Kinaxis, and o9.
  • Strategic Guidance: Our consultants act as strategic allies, assisting you in selecting ideal software solutions, ensuring seamless integration, and nurturing the long-term performance of your chosen technologies.
  • Diverse Supply Chain Optimization: Collaborating with K3 Group provides access to extensive knowledge in diverse supply chain technologies. We optimize warehouse solutions, orchestrate transportation systems, and enhance demand forecasting.
  • Tailored Solutions: Our experts help you pinpoint technologies aligned with your unique requirements and select the most fitting vendors for your business needs.
  • Fresh Perspectives: K3 Group excels in injecting fresh perspectives into existing supply chain systems. Our consultants bring a different perspective, uncovering undiscovered areas of improvement that may have eluded your teams.
  • Industry-Specific Expertise: Selecting a partner requires aligning with a practice that mirrors your industry and operational context. K3 Group’s extensive experience ensures an innate understanding of your distinctive challenges, with consultants having worked across various industries while maintaining deep expertise within specific sectors.

Entrusting your supply chain management to K3 Group means unlocking the potential for improved efficiency and better business outcomes. With us as your partners, you gain the strategic advantage, expertise, and insights needed to elevate your supply chain to higher levels of excellence. Let us help you achieve a more optimized, efficient, and profitable operation.  Here are some of our completed projects.

Our Comprehensive SCM Consulting Services

At K3 Group, we pride ourselves on offering a comprehensive suite of consulting services to cater to all facets of your supply chain management needs. Our seasoned experts specialize in the full planning path, ensuring that we can tailor our expertise to meet your specific requirements:

demand planning

Demand Planning: Our consultants can assist you in fine-tuning your demand forecasting processes, helping you optimize inventory levels and respond effectively to shifting market demands.

Inventory Optimization: Our consultants implement data-driven strategies to help you strike the perfect balance between inventory levels and demand, reducing carrying costs while ensuring product availability.

inventory optimization
replenishment planning

Replenishment Planning: K3 Group’s services extend to improving the overall replenishment planning process, ensuring that your customers receive orders accurately and on time.

Purchase Order Optimization: We can help you optimize your purchase order process and improve efficiencies in vendor deliveries.

purchase order optimization
customer order promising

Customer Order Promising: K3 Group helps you provide reliable delivery commitments to your customers by optimizing order promising processes and minimizing order lead times.

Master Supply Planning: We can help you optimize your entire supply chain network, from sourcing raw materials to manufacturing and distribution, ensuring optimal inventory levels and responsiveness.

master supply planning
s&op

Sales and Operations Planning (S&OP): Our experts assist you in aligning your sales and operations to enhance decision-making, demand management, and inventory optimization.

Warehouse Management: We implement warehouse management systems to help you streamline warehouse operations, improve inventory accuracy, and enhance your overall efficiency within your distribution centers.

transportation management

Transportation Management: We also implement transportation management solutions that focus on route optimization, cost reduction, and ensuring on-time deliveries, resulting in a more streamlined and cost-effective logistics network.

With K3 Group as your consulting partner, you gain access to a diverse array of solutions tailored to meet your unique supply chain challenges. Our expertise spans the entire supply chain spectrum, empowering your business to achieve operational excellence and deliver superior customer experiences.

Click here to contact us so we can help you achieve your goals.

Grocery Item Search Suggestions

Existing customers frequently use the search bar to add items to the cart.  Customers will typically search for items, add the item to the cart, then search again for the next item.  Google Analytics doesn’t do a very good job of depicting this flow in analysis, so you have to dig deeper into the data to understand the flow.

Google has an analytics feature that allows you to see the “Search Refinement” within your site.  Normally, this suggests that the customer uses a search term, doesn’t find what they want, and refines the search.  But on grocery sites where customers are repeatedly searching and adding items to a cart, the next search is less of a refinement and more of a next item search.  When the site employs various dynamic HTML features that allows the user to add an item to the cart without reposting the page, the analytics tracking doesn’t realize its a second item search.

To analyze this behavior, we used Content Square and triggered an artificial page view to see when customers searched and then added an item to the cart.  We saw that about 15% of the time, the user was refining the search and the other 85% the search was for the next item.  See the chart below:

Here you can see a handful of searches in red are refinements and most are related searches in blue.  For example the most popular searches after eggs are milk, bread, and bacon.  The most popular searches after blueberries are other assorted fruits.

With this knowledge, a site can use algorithms to suggest the next item search.  A good way of displaying that would be under the search bar with easy to click search terms for the next item.  This would make the customer’s experience more efficient and would have the added benefit of suggesting additional items that the customer may have forgotten.

Now, why is the customer doing this flow?  What are they trying to achieve?  Typically, the customer will have a shopping list that they wrote down throughout the week and are then trying to add all those items to the cart.  A more efficient way to do this might be to allow the customer to type all the items they are looking for at once and then cycle through each one.

K3Group can help you analyze your flow to make the customer’s shopping experience more efficient which leads to better customer satisfaction. Please see the other blog entries for more analysis of the online grocery shopping flow.

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Dynamic Assortments in Online Grocery Shopping

Assortments are fixed in a grocery store.  You understand the demographics of the customers and tailor the assortment to the averages for the store, but once it’s done it’s fixed for all customers that visit that store.  Online that’s not the case and you can customize assortments to what customers are most likely to buy or what you want to promote. Customized assortments are also a way for vendors to most effectively spend their ad dollars because customers see their products when it’s relevant.  It’s better for the customer, better for you as the grocer, and better for the vendors pushing their products.

We used a tool called Bloomreach to customize the search results in different ways:

  • Dynamic Search Results:  Through Bloomreach, you can send search requests to the engine and your own catalog which then returns a dynamic list of what the customer is most likely to buy.  We added the most frequently purchased items to the top of search results to fully customize the results.
  • Type Ahead Search:  With type ahead search, you’re limited to at most 10 to 15 keywords.  We experimented with using the top 3 most frequently purchased items followed by promoted or relevant keywords.
  • Recommendations: Based on search history and purchase history, Bloomreach would recommend items that were relevant to the customer.

The old way of presenting items to customers through a standard catalog taxonomy is dead.  We used to joke that we didn’t need a website anymore.  All we really needed was a search bar because 80% of the time customers would simply go to the search and bypass everything else on the site.  So props to Google for simply showing a search bar when you go to their site.

Now, we can’t really do that because it would drive the merchandisers crazy!  They still cling to the belief that beautiful images sell products.  And they are partially right, but how many beautiful images are needed?  With heatmap functionality, we could see as you traverse the page, purchases fall off fast.  What customers can see on the page under the search bar is viewed 100% of the time, but then drops off quickly on the next scrollable section until it’s almost non-existent further down the page.

Notice I said purchases, not views.  When we studied behavior, it was obvious we had two distinct audiences: new customers and existing customers.  New customers wanted to browse, but they didn’t purchase as frequently or as much and existing customers wanted efficiency.  Satisfying both of these competing needs was a challenge.

When you get to know the customer through their purchase history, you can provide a much better experience with more relevant products.  But you can also use aggregate history across all customers to recommend products which is what you do with new customers.  We tested multiple ways of changing the assortment with Bloomreach ultimately ending up with search results that improved conversion rates.  We also used a tool called Criteo to intersperse relevant sponsored items throughout the search results for additional ad revenue.

K3Group can help you improve your customer experience with similar techniques leading to an increased order value and improved conversion rates.

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Building a Grocery Cart Faster

Building the ideal shopping experience for existing customers is extremely important because they drive the most profit.  At one client, existing customers were only 20% of the sessions but drove 80% of the profit which is common for many retailers.  We spent time analyzing the customer flow from initial query through to site exit or purchase with Content Square, Google Analytics, Google Search Console, and transaction data through Microsoft Power BI.  Once we formed a hypothesis, we would create an experiment and test it through Optimizely with A/B testing.  Follow ups were performed using qualitative surveys with Qualtrics to understand what the customer was thinking.  The whole process yielded tremendous insight into their buying behavior.

One of the most insightful charts was the Content Square journey analysis and their heatmaps.  As shown below, you can see the flow of customers where the chart aggregates common URLs for each step in the customer journey.

Through the intuitive interface you can see that existing customers primarily spent time looking at prior order history and the search bar.  What exactly were they doing?  They were building their cart as fast as they could.  As mentioned before, we saw existing customers would spend an average 12 min shopping.  They would add as many items as they could in that 12 min and then would stop the session.  Sometimes they would use multiple sessions and other times they would continue on to purchase.

The customers would start with their frequently bought items from previous carts and then shift to the search / add to cart flow seen above in the purple and orange wedding cake flow.  People are creatures of habit and buy items they have purchased in the past.  So, one of the tests we decided to run was to change the type ahead search to display frequently purchased items based on the key word and then allow the customer to add the item to their cart directly from type ahead results.

By doing this, you would speed up the process of adding items to the cart resulting in a quicker shopping experience.  What’s the downside of this flow? You don’t have as many opportunities to merchandise to the customer and entice them to buy additional items.

In another article we’ll discuss ideas on how to still merchandise to customers and make the flow as efficient as possible. K3Group can help you improve your customer experience with similar techniques leading to an increased order value and improved conversion rates.

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