7207 Sales Analysis For Retail Script

DEMO SCRIPT
SALES ANALYSIS FOR RETAIL
DOCUMENT CLASSIFICATION: INTERNAL AND PARTNERS
General Information:
Industry Name Retail

Application Business Objects
Authors:
I800032
Date Last Updated:
April, 2014
SAP AG 2013 / SCENARIO ID: 7207
TABLE OF CONTENTS
1.
2.
Demo Script Overview ............................................................................................................. 3

1.1.
Demo Description................................................................................................................................ 3
1.2.
Intended audience............................................................................................................................... 3
1.3.
Protagonists ........................................................................................................................................ 3
1.4.
Business Pain Points........................................................................................................................... 3
1.5.
Key Messages and Value Proposition ................................................................................................. 3
1.6.
Storyflow Summary ............................................................................................................................. 3
Technical Requirements ......................................................................................................... 5

2.1.
Prerequisites (If Any)........................................................................................................................... 5
2.2.
System Access Information ................................................................................................................. 5
2.3.
3.
4.
2.2.1.
System Landscape ................................................................................................................. 5
2.2.2.
System Access ....................................................................................................................... 5
2.2.3.
Users...................................................................................................................................... 6
2.2.4.
Languages Supported............................................................................................................. 6
2.2.5.
Data ......................................................................................... Error! Bookmark not defined.
Release for Used Components............................................................................................................ 6
Demo Script .............................................................................................................................. 6

3.1.
Story Flow ........................................................................................................................................... 6
3.2.
Step-By Step Guide............................................................................................................................. 7

3.2.1.
Summary to Route Cause Analysis ........................................... Error! Bookmark not defined.
3.2.2.
Performance Drivers ............................................................................................................. 11
3.2.3.
Slice and Dice Analysis......................................................................................................... 14
3.2.4.
Product Alerts for Retail Stores ............................................................................................. 19
Appendix ................................................................................................................................. 23
1. DEMO SCRIPT OVERVIEW

1.1. DEMO DESCRIPTION
The demo highlights the analytic flow across various roles critical to ensuring inventory coverage for key products.
From high level Summary views to Root Cause Analysis, the solution provides an top to bottom perspective that is
further enriched with the robust analytic capabilities of SAP BusinessObjects Explorer. Dashboards are used to isolate
on problem areas with direct links into Explorer to take the analysis to whatever level of granularity is necessary to
diagnose problems and drive earlier course corrections, which ultimately increase sales and profitability for retailers.
1.2. INTENDED AUDIENCE

Please select for which audience this demo script is intended by selecting the appropriate boxes below.
VP Merchandising
Category Managers
Store Operations (HQ to Store Manager)
1.3. PROTAGONISTS
Users that have the task of analyzing sales data to set action plans to make the most efficient and profitable decisions
for their areas of responsibility.
1.4. BUSINESS PAIN POINTS

1.
Retailers have long struggled to leverage the intrinsic value stored within their point of sales transactional history to
better serve customers, better understand buying trends.
2. Inadequate workflows results in not being able to tap the real-time nature of the data into any meaningful business
insights.
3. Latency inherent in retail analytics.
1.5 KEY MESSAGES AND VALUE PROPOSITION

1. Industry specific solutions that can be delivered and implemented in 90-120 days (varies depending on customer
data environment).
2. Intended as a starter kit with a flexible architecture that enables customization to meet customer specific
requirements.
3. Customer co-innovation and feedback was a guiding force in the development of this solution.
4. Drives sales insights across functions and silos.
5. SAP will show the industry that our solutions today can capitalize on this significant data pool by providing
merchandise indicators, promotional program highlights, for example, in a turnkey services offering that is
straightforward and low cost.
1.6 STORYFLOW SUMMARY

The demo starts with a Summary Analysis which provides high level insights to executives regarding potential product
problem areas. Upon learning of these problem areas, the solution provides insights into specific regions and/or
categories to further isolate where the problems reside. From there, an analyst diagnoses potential root causes (e.g.
external factors such as weather and competitor info) to determine appropriate actions. Direct links into more detailed
product reports or to Explorer enable the user to pull the level of information that is appropriate with no IT
intervention required.
The demo also includes a separate use case for Product Alerts leveraged within stores by Managers to identify where
they have potential product issues with Lost Sales. The dashboard provides supporting contextual information (e.g.
orders, promotions, etc.) and enables high-level what-if analysis to determine the sales impact of various actions
taken. Lastly, users direct information to those that need it to correct the problems at hand.
2. TECHNICAL REQUIREMENTS
3.1. PREREQUISITES/RESTRICTIONS
Please refer to the documentation How to Connect to SAP Demo Cloud on the Demo Store:
Demo Store: http://www.sapdemostore.com/ then, search for demo Id = 8024
Main URLs:
BI Launchpad:
http://cl1-bieim:8080/BOE/BI
Explorer e views:
http://cl1-bieim:8080/explorer
Mobile:
http://cl1-bieim:7090
Name: BI SAP Demo Cloud (for example, but you can choose your own name)/CMS name: cldvmxwi00059
/Authentication: Enterprise / Username: smithjo / Password: welcome
http://cl1-bieim:7090/explorer
Connection name: BI SAP Demo Cloud (for example, but you can choose your own name) / Username:
smithjo / Password: welcome / System Name and port number: cldvmxwi00059:6400 / Authentication:
Enterprise
Note: For Mobile access, please refer to the demo 8024 on the demo store to set up your Mobile apps, with
and without SDC connector.
Info spaces names: BAS Retail Sales Analysis EN; English, Sales Velocity in Retail French; BAS Retail
Sales Analysis - DE
3.2.
3.2.1.
SYSTEM ACCESS INFORMATION
System Landscape
System Landscape, this Process is built in

Solution Components used in this Process
3.2.2.
SAP Demo Cloud landscape / BI EIM Cluster
SAP Business Objects 4
System Access
The German and French Dashboards with embedded links to French and German Webi reports and the Explorer
spaces can be found in the same folder. The Demo flow is the same as outlined in the English version below.
It is recommended to open all three dashboards ahead of time and to use the ALT-Tab function on the keyboard to
switch between the screens and roles.
3.2.3.
Users
Predefined User (Role)
Password
Component
smithjo
welcome
Dashboards/webi
3.2.4.
Languages Supported
Please select the standard languages in which this demo is available (i.e. translated into).
English
German
French
Spanish
Portuguese
Japanese
Simplified Chinese
Korean
3.3. RELEASE FOR USED COMPONENTS
3. DEMO SCRIPT
3.4. STORY FLOW
The demo starts with a Summary Analysis which provides high level insights to executives regarding potential product
problem areas. Upon learning of these problem areas, the solution provides insights into specific regions and/or
categories to further isolate where the problems reside. From there, an analyst diagnoses potential root causes (e.g.
external factors such as weather and competitor info) to determine appropriate actions. Direct links into more detailed
product reports or to Explorer enable the user to pull the level of information that is appropriate with no IT
intervention required.
The demo also includes a separate use case for Product Alerts leveraged within stores by Managers to identify where
they have potential product issues with Lost Sales. The dashboard provides supporting contextual information (e.g.
orders, promotions, etc.) and enables high-level what-if analysis to determine the sales impact of various actions
taken. Lastly, users direct information to those that need it to correct the problems at hand.
3.2
STEP-BY STEP GUIDE
3.2.1 SUMMARY TO ROUTE CAUSE ANALYSIS

What to say
(Talking points: Do not forget about technology positioning and integration points when writing
Retailers face many challenges, it is a tough business in the best of times, but especially so given the
current economy. They are all striving to get closer to their customer in order to build loyalty and to drive
revenue. A couple key metrics are Out of Stock where the shelf is empty and Lost Sales - how much you
would have sold if you had the product available. Industry experts agree that the average retailer could
significantly increase sales by converting these out-of-stocks into transactions. Specialty soft goods have
one of the biggest potential wins: solving out-of-stocks would boost their same-store sales 7%, while
department stores could see a 4% jump. Moreover, OOS rates double during promo periods. This
translates into $20 million incremental sales and $8 million in profit, so clearly it is a significant
opportunity.
SAP BusinessObjects Sales Analysis for Retail is a new analytic application that focuses on providing
visibility to the Out of Stock issues and reducing lost sales. This easy-to-use application comes ready
equipped with BusinessObjects leading BI technology to deliver its retail specific content. The application
is designed to be implemented in 90 days with the flexibility to be easily tailored to each retailers needs.
Cheat Sheet:
Tough Econ
Goal close Cust
2 key measures OOS & Lost Sales
Def. Measures
OOS Avg 4%, specialty 7%, cons electronic even higher
= $20 mil Avg
SA4R new AA focused on OOS

Easy to use, fully equipt w/BOBJ best BI
90 day impl / flexible
What To Do
Login to BOE system:
http://cl1bieim:8080/BOE/BI
using smithjo/welcome
Then, click on
document tab, then on
the accordion menu
folders tab
then, navigate your way
through
Public Folders/BIEIM/Retail/Sales
Analysis for
Retail/EN/Dashboards/
Jay Merchant, the VP of Merchandising, periodically checks the health of the business to
determine if there are areas of opportunity to improve on same store sales. Specifically,
the VP pays very close attention to Lost Sales due to stockouts than can be minimized
with improved planning and execution. Upon review of current performance information,
he notices that Lost Sales appears to be increasing in an environment where growth is
hard to come by.
Lost sales are at a -16.6%. Total sales are up 5.3%, but gross margin is actually on the
decline. Jay needs to put an action plan in place to increase his sales and profitability
(especially his profitability).
Double click on
Summary
In the top left quadrant,

point out Total Sales,
Gross Margin and Lost
Sales.
In the top right
quadrant, we can see
that plan and target for
Total Sales are not that
far off.
Point out the top right

quadrant titled Rolling
Time Period Trend,
and click on total
sales rows, top left
quadrant
In the top right quadrant, we can see that plan and target for Total Sales are not that far
off.
A quick look at the Total Sales indicates sales were exceeding plan until they hit week
38.
Point out the lower

left quadrant titled
Regional
Performance.
A closer inspection reveals that the South Region seems to be the geographic hot spot
and two highly profitable departments, Home and Electronics, are really struggling with
Lost Sales.
Point to the email

button to speak to
communication with
the Category
Manager
The VP decides to reach out to the VP Store Ops South Region and the
Merchandising leads for these products to gain a better sense of what is happening and
what might be done to correct the problem.
Additonally,emails the Category Manager for Electronicsand requires further action.
3.2.2 PERFORMANCE DRIVERS
What to say
(Talking points: Do not forget about technology positioning and integration points when writing your
talking points!)
What To Do
Close this dashboard
Double click on
Performance Drivers
Highlighted total sales

in the bottom left box.
What to Say (include necessary Screenshots)

The Category Manager reviews to determine specific drivers of product issues
discovered by VP.
The Category Manager can view their Key Performance Indicators, Rolling Trends over
time, Product Analysis and Drivers all in the analytic area.
Click on Lost Sales in

that same box.
Click on electronic
bar, left bottom
quadrant to see the
bottom right quadrant
display details about
electronics dept.
A review of the Electronics Department reveals that 42 LCD 1080P TVs sales are
growing but Lost Sales seem to be an issue.
Click on bottom left

quadrant radio button
Lost sales
Click on South in the

Region field.
Click on Electronics in
the Department field,
then televisions in the
category field
Highlight the Total

Sales under Product
Analysis
Click on Lost Sales

under Product
Analysis.
He/she notices that although sales are good, lost sales are also high. There is a large
sales opportunity being lost due to lost sales.
Hmm, what is causing this out-of-stock./lost sales situation? Lets delve deeper!
Click on Promotions
in the Driver Analysis
box.
He/she notices an opportunity in the South and suspects a very effective Back-toSchool promotion with insufficient stock during week 37 as a likely stock-out culprit.
Click on the Explorer

Link to do some more
detailed analysis.
3.2.3 SEARCH AND EXPLORE ANALYSIS
Step 1.0
What to say
(Talking points: Do not forget about technology positioning and integration points when writing your
talking points!)
What To Do
Talk about metrics

available and pull the
scroll bar over to the
right to show all of the
dimensions.
All of the metrics can be robustly and easily sliced and diced based on all of the
attributes and dimensions associated with the products, and any level of the hierarchy
analyzed.
Select Lost sales
If product Name is not

already selected,
please change the
Dimension selected in
the graph by Product
name:
Open the best guess

drop down list, select
Product Name, click
ok
Under Region, click

on South.
Under Department,
click on Electronics.
Which specific SKUs are creating the issue?

What specific stores are struggling?
The Category Manager can leverage Explorer to drill to the level of granularity required
for the answers.
Lets drill through the Product Hierarchy to find the exact SKUs/models driving Lost
Sales.
We can see that computers are the largest contributor to lost sales in Electronics.
Choose Category
instead of Product
Name on the chart
view at the bottom.
Click on the
percentage box in the
graph area (left of
chart) and choose the
pie chart alternative.
We can see that Televisions represented $701,502 of the total lost sales dollars for
Electronics.
To visually see what percentage that is to the total, we simply click on the percentage
box and ask for a pie chart.
The results are that 45.23 % of the total is in Televisions.
Click on the arrow

next to Lost Sales.
In the drop down box,

put a check mark next
Net Sales.
Switch from Category

to Product Name ,
click OK
We now want to see a side by side comparison of net sales to lost sales.
We want to see specifically which products are causing our lost sales to occur.
What we find is that 42 LCD 1080P TVs represent our biggest lost sales area, totally
over 28% of the category at a value of $434,482. We have to do a much better job of
beefing up the inventory to support our demand.
But what stores should we be concentrating on? Are there just a few culprits, or are
they all losing business?
Double Click on 42
LCD 1080P TV in the
Pie Chart to filter (drill
down) on this product,
Then, change the

analyzed dimension
to store.
Click OK
Email
If Outlook client is not

set up, please set it
up quickly by
choosing not to use
an email account, and
keep on without email
support.
We are going to choose to drill into 42 LCD 1080P TVs.
Now we have not only answered the question of which stores and products need
attention, but we also have insight into the product and the store that we should be
concentrating on.
I can now email this to the appropriate person for action. Click on the envelope icon, top
of the screen.
You can also show the different sharing options (export function, next to email)
3.2.4 PRODUCT ALERTS FOR RETAIL STORES

Step 1.0
What to say
What To Do
Close Explorer.
Close the previous
dashboard and open
Product Risk

Store Managers have near real time visibility into product outliers not moving off the
shelves at the expected velocity across all Departments and Categories. The view is
intended to be analysis lite so that managers can quickly assess the hot spots and
initiate the corrective action process. To that end, managers leverage a graphical
interface to navigate to problem areas where they are provided with inventory and sales
velocity information as well as ordering and promotional information related to the
selected product.
Click on icon
television on top of
the screen:
Directly from the dashboard the manager can capture the reason behind the issue and
route it to the appropriate group for the appropriate next steps (e.g. local sourcing of
product, substitute product, etc.). The dashboard can easily be extended to Department
Managers to provide the same visibility into Categories selling in their respective areas.
The manager can see that the core product, the 42 LCD 1080P, has had the largest outof-stock and lost sales numbers.
Highlight Product 42
LCD 1080P
Click Analyze to drill
into more detailed data
on that product
Show the email

button at the bottom
but do not execute
it.
Alerting can easily be customized to a Customers needseverything from noncomplex sales exceptions to more sophisticated predictive algorithms can be employed
to identify at-risk products.
The store manager puts an action plan into place and emails his recommendation to the
Category Manager.
Sales Analysis for Retail offers needed data to users without the heartache of having to
sift through large amounts of data. It offers powerful insights to all levels of the
organization.
Additionally, the organization working towards common goals and they are executing
against the strategies put in place to drive improvements.
2. APPENDIX
4.1 DOCUMENT UPDATES NOTES
July, 2011
Revisions for multilingual (EN, DE, FR)
Dec 2012
Update BI4 SP5
April 2014
Template Update
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DEMO SCRIPT

SALES ANALYSIS FOR RETAIL

DOCUMENT CLASSIFICATION: INTERNAL AND PARTNERS

Industry Name Retail

Date Last Updated:

SAP AG 2013 / SCENARIO ID: 7207

Demo Script Overview ............................................................................................................. 3

Business Pain Points........................................................................................................................... 3

Key Messages and Value Proposition ................................................................................................. 3

Storyflow Summary ............................................................................................................................. 3

Technical Requirements ......................................................................................................... 5

Prerequisites (If Any)........................................................................................................................... 5

System Access Information ................................................................................................................. 5

System Landscape ................................................................................................................. 5

System Access ....................................................................................................................... 5

Data ......................................................................................... Error! Bookmark not defined.

Release for Used Components............................................................................................................ 6

Demo Script .............................................................................................................................. 6

Story Flow ........................................................................................................................................... 6

Step-By Step Guide............................................................................................................................. 7

Summary to Route Cause Analysis ........................................... Error! Bookmark not defined.

Performance Drivers ............................................................................................................. 11

Slice and Dice Analysis......................................................................................................... 14

Product Alerts for Retail Stores ............................................................................................. 19

SAP AG 2014 / SCENARIO ID: 7207

1. DEMO SCRIPT OVERVIEW

1.2. INTENDED AUDIENCE

1.4. BUSINESS PAIN POINTS

1.5 KEY MESSAGES AND VALUE PROPOSITION

1.6 STORYFLOW SUMMARY

SAP AG 2014 / SCENARIO ID: 7207

SAP AG 2014 / SCENARIO ID: 7207

SYSTEM ACCESS INFORMATION

System Landscape, this Process is built in

SAP Demo Cloud landscape / BI EIM Cluster

SAP Business Objects 4

SAP AG 2014 / SCENARIO ID: 7207

Predefined User (Role)

3.3. RELEASE FOR USED COMPONENTS

SAP AG 2014 / SCENARIO ID: 7207

STEP-BY STEP GUIDE

3.2.1 SUMMARY TO ROUTE CAUSE ANALYSIS

SA4R new AA focused on OOS

SAP AG 2014 / SCENARIO ID: 7207

Login to BOE system:

In the top left quadrant,

Point out the top right

SAP AG 2014 / SCENARIO ID: 7207

Point out the lower

Point to the email

SAP AG 2014 / SCENARIO ID: 7207

3.2.2 PERFORMANCE DRIVERS

Close this dashboard

Highlighted total sales

What to Say (include necessary Screenshots)

Click on Lost Sales in

Click on bottom left

SAP AG 2014 / SCENARIO ID: 7207

Click on South in the

Highlight the Total

Click on Lost Sales

SAP AG 2014 / SCENARIO ID: 7207

SAP AG 2014 / SCENARIO ID: 7207