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Work with Metrics and Retail Store KPIs

Learning Objectives

After completing this unit, you’ll be able to:
  • Set up assessment indicator definitions.
  • Explain how Retail Store KPIs help you define targets for key metrics.
  • Define targets for promotions and planogram checks.

Track Performance Through Metrics

Dorothea has made great progress. She’s set up all the objects that are part of the business for Alpine Group. Her next task is to set up the metrics to measure various aspects of store performance. To do this, she needs to know the parameters that matter the most for the business.

Alpine Group uses various key performance indicators (KPIs), or metrics. These metrics are stored in the Assessment Indicator Definition object. The key defining attribute of this object is the data type of the metric. The data type can be anything—number, decimal, text, date-time, or Boolean. Alpine Group uses a wide array of assessment indicator definitions for product performance, planogram compliance, promotion effectiveness, and other cool stuff.

Dorothea looks at some key performance metrics that Alpine Group tracks frequently and considers how she can define those in the data model.

Assessment Indicator Definition Name Data Type Business Objective
Number of product facings on a shelf Number Comparative analysis of competitor products and prices.
Display price Decimal Display price of competitor products on the shelf
Share of shelf Decimal Check that an optimal share of Alpine products is placed in NTO stores.
What’s the general feedback on the taste and quality of a new product? Text Assess the customer reaction for newly launched products.
Are the shelves well-stocked? Boolean Regular compliance check for optimum stock levels
Is the promotion compliant? Boolean Regular check for whether promotions are running efficiently.
Demo date Date Time Preferred demo date for a new product.

Each of these records in the Assessment Indicator Definition object creates a primary list of performance metrics. Each metric in the Assessment Indicator Definition object is reusable for products, product categories, promotions, and so on. The target values are defined through the Retail Store KPI object (more on that in the next section).

Connect the Dots with Retail Store KPIs

Alpine Group has complex distribution models, many routes to market, and multiple channel partner types. Every year it invests millions of dollars in product launches, promotions, and store execution. Sales managers like Gustavo work on strategic plans for promotions to drive growth and sales at retail chains.

Once promotions are in effect, how does Gustavo actually monitor progress against set objectives and make in-flight adjustments as required? Alpine Group wants to ensure that end consumers get visibility into promotions and find the right products at the right time on the right shelf. The Retail Store KPI object is an answer to better execution for Gustavo and his team.

With the Retail Store KPI object, Dorothea can define key metrics for products and product categories, ongoing promotions, installed assets, and shelf displays or planograms in retail stores. To define targets, she can take advantage of commonalities across stores, metrics, promotions, and products. She can also refer to the Retail Store Group object and the Category field in the In-Store Location object to define metrics that are applicable across all stores in a group.

The key objects in Dorothea’s KPI data model are:

Standard objects: 
  • Image (Planogram and Realogram)
  • Category
  • Content Document
  • Product 2
Consumer Goods objects:
  • Promotion
  • Retail Store KPI
  • Assessment Indicator Definition (Master List)
  • Retail Visit KPI
  • Retail Location Group
  • In-Store Location
  • Assessment Task
  • Visit
  • Retail Store

Her retail store KPI data model looks like this. 

The Retail Store KPI data model

Here’s how Dorothea reviews the Retail Store KPI object for two different store groups and in-store location categories. She collects the data requirements from Gustavo.

  1. Retail Store KPI to track the share of shelf compliance for the Alpine energy bars product category for planogram check.
    Field in the Retail Store KPI Object Value Assigned for the Field
    Retail Store Group NTO Miscellaneous Stores
    In-Store Location Category Primary Shelves
    Product Alpine YetiBar Energy Bar
    Assessment Indicator Definition Share of Shelf
    Planogram Alpine Planogram - Energy Bars
    Unit of Measure Percentage
    KPI Type Share of Shelf
    Target Value Percentage (30)
  2. Retail Store KPI to track the promotion compliance for a new product, Alpine YetiBar. It checks whether the promotion is executed correctly in the stores and the product is placed near the checkout counter.
    Field in the Retail Store KPI Object Value Assigned for the Field
    Retail Store Group NTO Specialty Stores
    In-Store Location Category Checkout Counter
    Product Alpine YetiBar
    Assessment Indicator Definition Display Units
    Promotion Launch of YetiBar
    Target Value Number (10)


Sales managers can create multiple copies of these records and alter the Effective From and Effective To dates whenever there’s a change in target values.

Dorothea dissects the information by asking questions about the data that’s stored in the Retail Store KPI object.

Question Answer Examples

What is being tracked?

Products, Product Categories, Promotions, Planogram displays, Inventory availability, or any other object in Salesforce

Product: Alpine YetiBar

Product Category: Alpine Summer Coolers

Promotion: Launch of YetiBar

Planogram: Alpine Planogram-Energy Bars

Where is it being tracked?

For all stores in a specific store group at the locations with this in-store location category.

Store Groups: NTO Miscellaneous Stores, NTO Specialty Stores

In-Store Location Category: Checkout Counters, Primary Shelves

How is it being tracked?

KPI Type and Assessment Indicator Definition

KPI Type: Share of Shelf

Assessment Indicator Definition: Is Compliant, Share of Shelf

When is it being tracked?

Effective From and Effective To dates

Effective From: 02/01/2020

Effective To: 02/01/2021

What is the expected value?

Target Values

Target Value: Percentage (30), Boolean (True)

Now with Retail Store KPI records that cover metric definitions for the key products and categories, Alpine Group has real-time visibility into NTO store performance. Sales managers can compare the actual values with the target values for metrics related to products, promotions, planograms, and so on. If a promotion or planogram fails to comply, they can take corrective measures as required.

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