The Moodies – Use of Data
Most Effective Use of Data
Winner
Qatar Duty Free x One Red Kite – Using Basket Data to Transform Travel Retail
Qatar Duty Free and One Red Kite joined forces to develop innovative ways of using transaction data (basket data) to optimise retail operations and maximise performance.
The approach offered a new perspective on key drivers of performance and optimisation of the retailer offer including pricing till-point execution. It also helped identify cross-category behaviours and shopper behaviour in store including cross-category and brand preferences, as well as variation in preferences according to direction of travel (outbound versus homebound).
Qatar Duty Free noted: “This project has transformed the way our team works with data. It has enabled cross-functional engagement in a way that focuses on the shopper. The key learnings will help us shape the future of stores in our airport. One Red Kite are always helping us to push the data to its limits to give us the competitive advantage.”
One Red Kite Founder & Managing Director Kevin Brocklebank said: “In many ways, this has been our dream project. We have been working with transactional level data combined with space and layout information. The insights it has delivered are unlike anything else the industry has seen before. It really is a step change in understanding of performance.”
The project leveraged basket data to drive commercial and operational improvements across all functions within Qatar Duty Free. One Red Kite created reports to help identify patterns of cross-category purchasing behaviour by destination and nationality. The findings enabled the retailer to review its strategy and target shoppers in the most effective way, thus improving return on investment. This also helped commercial teams improve store layout and optimise space.
An impressive presentation from the partners underlined the power of data to boost spend and sales
The strategy was to democratise data and make it accessible to a wider audience within Qatar Duty Free, including commercial, retail operations, space planning, marketing and finance teams. This enabled the broader team to do further analysis and work in a cross-functional way to deliver better results.
The project improved shopper targeting and execution of initiatives that relate to destinations, nationalities, age/gender groups, promotions, assortment planning and space optimisation. The data volume allowed One Red Kite to push business analytics solution Power BI to new limits; use data to create actionable insights; and build software and reports to leverage 45 million+ rows of data.
Qatar Duty Free can now use transaction data to identify shopper pathways through the store and drive efficiencies in a wide range of areas, from queue management to replenishment. The project has unlocked previously hidden cross-category shopping insights that can be quantified in cash terms. It also identified paths to purchase hubs within the store, enabled a till-point strategy review and delivered insights to optimise pricing for key lines.
The collaboration between Qatar Duty Free and One Red Kite demonstrates the transformative power of transaction data. This innovative approach not only enhanced operational efficiency and shopper targeting but also provided actionable insights into store layout, promotions and pricing.
Some examples of the dashboard interface
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